From Farm to Fork: How FreshCloud™ and Its Integrated Technologies Are Revolutionizing Fruit Quality and Sustainability

With a strong commitment to delivering innovative, cutting-edge solutions, AgroFresh has developed FreshCloud™, a digital platform that integrates data, machine learning, and artificial intelligence to support real-time decision-making. This advanced technology is adaptable to multiple crops and can be accessed intuitively from any mobile device—either via app or web browser.

At Macfrut 2025, we spoke with Emre Yagcioclu, Account Manager at AgroFresh, who shared the latest advancements of FreshCloud™, now enhanced with the integration of two key technologies: Rubens Technologies and Strella. These innovations reinforce AgroFresh’s commitment to digital transformation and sustainability by enabling real-time monitoring across the entire fresh fruit value chain.

How does the Rubens device work, and what advantages does it offer over traditional quality measurement methods?

Rubens uses near-infrared (NIR) light technology, which offers a significant advantage: it allows for the measurement of key parameters such as firmness and °Brix directly in the field, as well as throughout all postharvest stages, up to the final consumer. Previously, these measurements required manual tools that were time-consuming and less efficient.

With Rubens, the process becomes almost instantaneous—results are available in just nine seconds, enabling quick and non-destructive fruit assessment. This not only streamlines operations but also greatly improves operational efficiency.

What types of fruit are currently being assessed with Rubens?

Currently, the technology is primarily used on apples, but AgroFresh is working on expanding its application to stone fruits and other varieties, ensuring a gradual and effective adaptation.

How is the device calibrated?

That depends on the specific case. AgroFresh sometimes works with specialized institutions to perform calibrations; in other cases, calibration is done in collaboration with the client. For calibrating Rubens on apples, about 20 samples and roughly half an hour are typically needed—a simple and accessible process that facilitates implementation.

How does Rubens support growers in managing their harvests?

Rubens is a key tool for helping predict the optimal harvest time, making planning easier and improving the final product quality. It also assists in deciding the ideal timing for treatments such as Harvista™, optimizing outcomes.

When integrated with FreshCloud™, growers can compare data across plots and batches, achieving full traceability and improving both agronomic and commercial management.

What role does Strella play in this integrated digital strategy?

Strella complements FreshCloud™ by providing real-time monitoring within controlled atmosphere storage rooms, primarily for apples and pears. Using wireless sensors, it records ethylene, CO₂, O₂ levels, temperature, and humidity inside the storage environment.

This data helps predict fruit ripeness and guides decisions on the optimal order of room openings—reducing the need for constant physical inspections.

What other benefits does Strella offer to producers and exporters?

Data is collected every 10 minutes, and weekly reports provide detailed tracking. The ability to filter by variety adds value by minimizing losses and improving logistics efficiency. Additionally, the system sends automatic email alerts if anomalies are detected in the monitored parameters, allowing customers to respond quickly and prevent larger issues.

A screenshot of the FreshCloud™ platform showing sensor data from a controlled atmosphere storage room, captured by the Strella device.

With the integration of Rubens and Strella, FreshCloud™ evolves into a comprehensive platform combining advanced analytics and real-time monitoring. This empowers data-driven decisions and helps reduce food waste.

AgroFresh thus reaffirms its technological leadership, offering scalable solutions that maximize freshness, quality, and sustainability throughout the value chain—from the field to retail.