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International disruptive innovation experts meet industry at SMART Horticulture Asia

Author: content manager/Wednesday, July 6, 2016/Categories: ASIA

Hong Kong, 5th July 2016 – During the first SMART Horticulture Asia, disruptive technology and information exchange are explored as the basis for a safe, efficient, effective and durable supply chain of fresh produce. Supply chain information from farm to fork is the foundation of the international fresh produce industry. 

4th Industrial Revolution

The morning plenaries are dedicated to how internet-of-veggies, Big Data, vision, drones and more disruptive technology are becoming “usable” for fresh produce. 

Prof. S. Sukkarieh of the Australian Centre for Field Robotics (University of Sydney) is an international expert in the research, development and commercialization of field robotic systems. He provides an insight into the horticulture farm of the future. K. Moynihan, Chief Technology Officer at Compac, New Zealand, will demonstrate how data and best-of-breed integrated post-harvest facilities hold significant competitive advantages for those who use it right in developing and enhancing a brand as a safe, healthy and reliable food choice. 

One of the aspects of these new developments is the next generation horticulture with urban farming, rooftop farming, aquaponics farming and so on. J. Charnaya, General Manager at Priva International Bejing will give an update on their most inspiring projects. However, the question remains how to implement all these new technologies in conventional cultivation. F. Wijdooge, General Manager at Ridder (Shanghai) Agricultural Technology Co. Ltd, China, will provide examples on how new concepts can be scaled for use in established cultivation.

Breakout sessions with focus on Processes & Information Exchange
After lunch, four breakout sessions will be held with a focus on crucial aspects of information management in the value chain of fresh produce. 

SMART Cultivation

Farming is becoming more and more information driven. J. Doldersum of Rijk Zwaan, the Netherlands, shows how a seed company supports their growers with digital services for crop management. Nowadays produce cultivation provides more data than ever. Phenotyping the plant or crop with vision technology offers opportunities to optimize horticulture, as will be demonstrated by R. van de Zedde, Senior Scientist at Wageningen University & Research Centre, Netherlands.

SMART Supply

Technology is changing the supply chain. This is not only driven by technology but also by consumers. E. Treacy, VP Supply Chain Efficiencies at Produce Marketing Association, USA , will highlight current technology trends and their impact on the fresh produce supply chain. The increasing importance of robust traceability systems represents challenges for fresh produce value chains around the globe. New technology offers solutions to these challenges. Dr. H. Maurer, Director of Strategy and Marketing at the AgriChain Centre, New Zealand, discusses the traceability journey under way in the New Zealand domestic produce supply channels.

SMART Customer

In consumer marketing, the digital channel is becoming more and more dominant.This digitalisation has the potential to distract because it can take many forms and not all data is equal in importance. Retail and customer data used together in context can help us, the trick is understanding when you have enough. In his presentation, B. Shalley, Managing Director at Strategica, Singapore, guides us through how we might learn from data for mutual benefit of customer and retailer alike.

SMART Information Exchange

More information is collected at the farm, but how to exchange this in the supply chain? Information management standards are of crucial importance here. F. Van Diepen, Netherlands Enterprise Agency (, gives an update on how international information standards are developed for cultivation management (UNCEFACT eCrop, eLab, UN Blue numbers, etc.).

SMART business models in a digital world

The afternoon plenaries will focus on how new disruptive technology and the use of it is changing business models in horticulture. E. Zhu is CEO of CHIC Group, China. CHIC owns orchards and processing facilities across all major fruit-producing regions in China. The group produces fruit pouches, jars & cans, etc. Their production uses the latest technology concepts for their own farms, moreover the company develops technology, concepts and solutions of their own. Beside the traditional supply chain we cannot ignore the fact, that China is one of the fastest growing markets in retail. L. Zhao, Founder of Fruitday, shows how their company is developing “new” added value in China’s online retail markets with fresh fruit. 

About the organizer

SMART Horticulture Asia is owned by Global Produce Events GmbH, organizer of ASIA FRUIT LOGISTICA, the only annual trade show for the fresh fruit and vegetable business in Asia, and is powered by Frug I Com, the organizer of the EU FRESH INFO FORUM & ROUND TABLE which takes place every year in the Netherlands. Frug I Com responds to changes in sector demand to grow the use of electronic information in the fresh fruit and vegetable supply chain. The partners of Frug I Com are Frugi Venta (trade and processing), the Dutch Produce Association (growers), Fresh Produce Center, and GS1 Netherlands (standardization).



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