In the spotlight

In this interview, Aurea shares how their technology helps fruit growers manage at tree level, why the international fruit sector holds such strong potential, and how being part of OotF is helping them expand their market while building valuable collaborations.

What does your company do, and what is your focus within fruit cultivation?

Aurea develops tractor-mounted vision sensors for orchards that allow growers to manage at the level of individual trees rather than relying on field averages. This leads to higher yields, improved fruit quality and savings on labour and crop protection. Our main focus is on the cultivation stage.

Why is the fruit sector internationally relevant for your technology?

Dutch agronomy and technology are highly advanced due to high labour and land costs. However, the Dutch fruit sector is too small to sustain a viable business. That’s why we export our knowledge and technology. It allows us to expand our market and help fruit growers around the world become more profitable and sustainable.

Why did you join Orchard of the Future?

The knowledge and network within OotF have been a huge help in understanding the fruit industry in the US – who the key players are and what’s needed to enter the market. The discussions are always constructive, and the ecosystem supports both our product development and commercial scale-up.

What has OotF brought you in terms of collaboration and network development?

Our collaboration in Washington State has really progressed. We’re currently running a demonstration project with the Washington Tree Fruit Research Commission, in partnership with Innov8Ag and Burrows, the regional New Holland and Raven dealer. This network has been very valuable to us.

How does OotF help you enter or scale in international markets?

The OotF programme has definitely helped us gain a deeper understanding of the US market and establish a presence in Washington State. We expect to scale up our activities there over the coming years.

Have any concrete business opportunities or projects emerged from this?

We’re currently running a demonstration project with the WTFRC focused on precision crop load management, in collaboration with partners interested in distributing and supporting Aurea’s TreeScout technology. We’ve presented TreeScout at grower events, where it attracted a lot of interest.

What has been the most valuable personal or strategic moment for you within OotF?

The exchange programmes and missions where you meet in person and visit the regions have been extremely valuable. Fruit growing is all about building relationships, and OotF helps a lot with that.

What would you say to other tech companies considering joining?

Just do it!

Want to no more of Aurea Imaging?

Do you want to now more about the Aurea Imaging? Just click here for there website and reach out to Peter Rijk.