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Seven key techniques to reduce fruit losses and improve quality at arrival”

This report provides you with useful tools and information on how to handle differently some aspects of your operation ,that can directly result in an improved financial bottomline.

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The Global Postharvest and Packaging Team


Fruit Profits is a consultancy based in Valencia, Spain that specializes in innovation,  technology and process improvement for the fresh produce sector



Fruit Profits strengths lie in:


Qualifications and experience


Manuel Madrid, managing director of Fruit Profits, has extensive experience in tropical crops (banana, pineapple, mango, and papaya), vegetable crops (tomato, melon, watermelon, pepper, salads) and berries (strawberries, raspberries, blackberries, blueberries). He has conducted development projects in North and South Europe, North Africa (Morocco), South America (Colombia, Brazil, Chile), Central America ( Costa Rica, Guatemala, Honduras, Panama) USA and México.


Dr. Madrid has 20 years´ experience in:
•New product development and market introduction of fruits and vegetables,
•Evaluation and improvement of the fresh produce value chain in more than 50 countries
•Developing technology for fruit quality improvement: harvest, packaging, cold storage, ripening


Dr. Madrid has a MSc in Horticulture from University of California, Davis and MSc Agricultural Engineering, Polytechnic University, Valencia, Spain, a doctorate in Business Administration from Bradford University, UK, an MBA from IMD (Institute for Management Development), Lausanne, Switzerland


Prior to forming his own company Manuel was Managing Director at Driscolls European Genetics for four years; Director, Business Development, Syngenta Seeds Vegetables Europe for five years; Director of research, Chiquita Brands Latin America, in Costa Rica for five years.


Fruit Profits is also part of an international network of fresh produce technology experts, which includes the JSB Group and Holcroft Postharvest Consulting in the USA. They have joined forces to provide technical and educational services to the fresh produce and food industries.


The JSB Group, LLC is an international consulting company specializing in post-harvest technology, food regulations, packaging design and technology for the fresh food industry. The mission of the JSB Group, LLC is to be the leading global technology resource for the flexible, produce, and food packaging industries by providing participating companies technical, sales, marketing, market research, training, and management support.


Holcroft Postharvest Consulting, Inc. based in Davis, CA, specializes in postharvest biology and technology of fruits, vegetables, fresh cut produce and ornamentals. HPC is a leading resource on ethylene management. The company mission is to provide the most cost-effective technology to monitor and improve quality and shelf-life of perishable commodities, based on state-of-the-art scientific research.


Their combined expertise covers a wide variety of postharvest, packaging, and equipment technologies including: maturity, harvest and handling, postharvest physiology especially respiration, ethylene, physiological disorders, cold chain management, ripening, GMP, GAP, HACCP, fresh-cut produce, modified atmosphere packaging, barrier packaging, peelable lidding structures, forming materials, microwave and stand-up pouch technology, marketing


Regions where FruitProfits has experience:



Our client list includes AgroFresh, American Packaging Corporation, Bakkavör, Biopolis, Bunzl, Canary Islands Banana Coop, Dole Fresh Vegetables, Dow, ExxonMobil, FFP Packaging, The Florette Group, Freshway Foods, Fruit Dynamics, Fruit Logistica, Green Giant Fresh, Green Giant Fresh, Hunt Wesson, Kimberly Clark, Kraft, McDonalds, Monsanto, Nestle, Nourse Farms, Nova Agri, NOVA, PerfOTec, Potandon, Purecircle, Ready Pac Foods, Salad Fresh, Sunkist, Syngenta, T.J. Lipton, Unilever, Univeg and Wild Rocket Foods.


 Specific services offered by this partnership:


Packaging and Protective Atmospheres

Postharvest Technology

Postharvest Pathology


Marketing of Fresh Produce

If your company needs advice with projects related to development and improvement of fresh produce value chain -transport, storage, ripening and marketing of fruits and vegetables- write to us at: manuel.madrid@fruitprofits.com

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