Fruit Attraction recognizes fruit and vegetable innovation at the 2025 Innovation Hub Awards

The organizers of the Fruit Attraction trade fair have presented the Innovation Hub Awards , honoring the most significant advances in the fruit and vegetable sector. This year, three projects were recognized in their respective categories, each with a prize of 2,000 euros .

• Fresh Produce: The award went to IRTA (Institut de Recerca i Tecnologia Agroalimentàries) for its new apple variety HOT84A1/TUTTI® , developed in collaboration with the Hot Climate Partnership , the New Zealand Plant and Food Research Institute , and Fruitfutur . This variety is adapted to warm climates, with a sweet flavor, crunchy texture, and deep red color.
• F&V Industry: EDENCORE has been awarded for Viewer , a high-tech camera monitoring system that measures crop productivity and health, optimizing the use of inputs and reducing chemical use by up to 40%.
• Sustainability and commitment actions: the award went to PALLET SURE for FIXBOX , an innovative reusable system that eliminates the use of plastic film and strapping in the transport of goods, promoting sustainability in fruit and vegetable logistics.

In addition, the awards featured high-caliber finalists in each category:

🔹 F&V Industry:

• AgroFresh – Rubens , a portable scanner integrated with FreshCloud™ that measures quality parameters in real time.
• Ecorobotix – ARA: Broccoli Ultra High Precision Algorithm , a smart AI sprayer that applies treatments plant by plant, reducing herbicide use by up to 95%.
• Edencore – Viewer , finally awarded.

🔹 Sustainability and commitment actions:

• Anecoop S. Coop. – Sustainability Observatory , a strategic tool for measuring impacts and improving the competitiveness of its cooperatives.
• Pallet Sure – FIXBOX , a winning system that eliminates single-use plastics in logistics.
• Primaflor – Robot LaserWeeder G2-600-G , an AI laser weeding robot that achieves 99% efficiency without herbicides.

With these awards, Fruit Attraction highlights the innovative capacity of the fruit and vegetable sector in key areas such as new varieties, digitalization, and sustainability .