Agronometrics Interviews: Perspectives From Fruit Logistica 2024: Agrovision

In this installment of the ‘Agronometrics In Interviews’ series, Sarah Ilyas conducts an exclusive interview with Steve McVickers, Chief Commercial Officer at Agrovision. The series is based on interviews with esteemed professionals from the industry, focusing on a specific origin or topic visualizing the market factors that are driving change.

What is Agrovision all about and what sets it apart from other players in the industry?

Agrovision is a leading producer and year-round supplier of premium superfruits and the only large-scale berry company to claim 100% vertical integration. We grow the finest berry varietals at scale for consistent, year-round supply; and leverage select global microclimates, genetics and innovation across the supply chain, to bring to market new premium superfruit varietals that offer a superior eating experience.  

We are a fairly young company, founded just 10 years ago, and in that time, we have established growing operations and commercial partnerships in Peru, Mexico, Morocco, and in the US, with new operations now coming on-line in China, India and Romania. We are also currently accelerating our operations in the Middle East and South East Asia.

Are there any advancements or innovations that you’re currently working towards?

We’re especially proud of the newest offering in our European “berry basket” – the Pink Star® raspberry, the result of more than 100 years of breeding experience, which is receiving a very positive response from our retail customers.  Grown in Morocco, the Pink Star raspberry offers unparalleled flexibility in production, consistent supply, superior size and an exceptional taste, paired with long shelf life.

We’ve also just announced our plans to introduce large-scale farming operations in the Yunnan province of China. The new operations, which will total 2000 hectares, serves to advance our company’s promise of premium, locally grown, superfruits.  Marketing blueberries to health-conscious Chinese consumers represents a significant opportunity for the category.

We continually seek to advance the berry category via strategic alliances with the world’s finest breeding programs, merging precision farming technologies and craftsmanship to yield a better berry with higher quality, superior taste, crunch and size, for a premium eating experience as our strategically-located blueberry farms in Peru, Mexico, Morocco, and the U.S. (Oregon) advance our promise of a better berry, 52 weeks a year – ensuring consumers can purchase with confidence.

How do you use data?

Data and data analysis works in every aspect of our business and we are increasingly applying AI into our business, from labor transportation and crop allocation to fruit counting, because of its ability to analyze large amounts of data. We also collaborate with tech partners in next-gen agriculture and automation, along with waste management initiatives.

Can you elaborate on the challenges that the berry industry is facing? Is there anything that is a challenge to you as a company?

Climate change is a new pivotal reality and, as an agricultural company, we must be prepared to address the impact of climate change on the world’s food supply. Amid interactions with clients and industry leaders, Agrovision confronts the challenge of climate change head-on.  As one example, this year, blueberry production in Peru was negatively impacted due to the effects of El Nino. Thanks to our climate-resistant varietals and diversified planting approach, the impact to our blueberry production was minimized; and we have been able to maintain our production momentum.

The journey ahead encapsulates a vision where sustainable agribusiness intertwines seamlessly with ecological preservation, societal empowerment, and global health improvement.  Agrovision’s success in just 10 years is a testament to how a company’s growth can be intertwined with creating a better world for future generations.

Steve McVickers, Chief Commercial Officer, Agrovision

What steps is Agrovision taking to become more sustainable?

From the beginning, Agrovision has remained fully committed to developing a modern agribusiness, coupled with a commitment to lift up the communities in which we operate – Peru, Mexico, and Morocco – by bringing economic stability and advocating for social responsibility, including care for the environment and women’s rights, along the way. 

Many of our Peruvian workforce, up to 15,000 field workers during peak harvest, come from remote impoverished areas throughout the country.  Agrovision provides these workers ample opportunities for stable employment – not only working in the fields and running machinery, but also in the service sector:  transportation, retail, medical services, technical, IT, engineering and more.  Agriculture in South America is creating an economy that would not otherwise exist.  Our team in Peru earns an attractive monthly wage that is improving the quality of lives and building communities. 

More than half of the Peruvian workforce are women, which provides financial independence, promotes social stability and builds self esteem: for many of the women, it is the first time they have opened a bank account, a huge source of pride for many.  

Further, Agrovision offers no cost relief programs, including medical services, energy services and internet, food and more; and ensures social certifications that support human and labor rights. Our journey encapsulates a vision where sustainable agribusiness intertwines seamlessly with ecological preservation, societal empowerment, and global health improvement.  Agrovision sponsors football leagues, provides much needed school supplies and medical equipment, supplies water to communities where there is none, and helps families with abused, battered women and much more.

Our sustainability efforts are second to none. The company is proud to be aligned with 11 of the 17 UN’s Sustainable Development Goals; and to have earned the most prestigious certifications. It’s a testament to how a company’s growth can be intertwined with creating a better world for future generations and we’re proud that our sustainability efforts have been recognized with countless awards in Europe, South America and Peru.

To learn more about Agrovision, visit www.AgrovisionCorp.com.

In our ‘Interviews’ series, we work to tell impactful stories by collaborating with leaders in the industry. Feel free to take a look at the other articles by clicking here.

All pricing for domestic US produce represents the spot market at Shipping Point (i.e. packing house/climate controlled warehouse, etc.). For imported fruit, the pricing data represents the spot market at Port of Entry.

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Written by Sarah Ilyas