A permanent fruit community helps make better business decisions
On the initiative of Orchard of the Future, the report was presented to Siep Koning of NFO, Caroline Bekkering of Fedecom, and to Suzanne Verboon and Peter Schellekens of FME. The research was conducted by Patricia Hoogervorst. The document brings day‑to‑day practice and technology closer together, so decisions for the orchard are better grounded. For growers it is about certainty during the season, less time spent managing technology, and demonstrable results in the orchard. For technology companies it is about learning faster in real growing conditions, clear questions from practice, and visibility of what already works and what still needs development. This report is intended as a shared starting point.
From promise to proven practice
Innovations only count when they deliver under shifting conditions. That is why we put practice first. We focus on comparable evaluations and clear references, so growers can see what a solution delivers in time, quality, and ease of use. This reduces investment risk and builds trust. For companies it brings focus in development, service, and support, because it becomes clear where the real value is.
Building a lasting community together
The strength and necessity lie in continuity. Not in isolated initiatives, but in a recognizable place where growers and technology companies can meet, share knowledge, and make agreements on data, connectivity, and ease of use. We want to prevent all momentum from fading away at the end of a project and avoid having to form new consortia with new players to work on the same topics again and again. Fragmentation and lack of clarity slow down innovation. With shared rules, results become comparable and the barriers to participation are lowered. This way, new solutions are adopted more quickly, and the experiences of peers become just as important as product specifications.
Learning faster in the orchard
Access to the orchard and fast feedback are essential for a good fit with practice. With a shared language and a recognizable approach there is less noise and more reusable learning. That helps companies improve faster and helps growers make choices based on what visibly works in the field.
The report as a compass for decisions
The report brings together insights into concrete points of action. It highlights the themes with the greatest potential impact and outlines the direction through a shared technology roadmap. By focusing on showcase locations, internationalization, and building trust among growers and technology companies, a solid foundation is created to accelerate innovation adoption and take collective steps forward.
Next steps
Together with the involved industry associations and partners, we will explore relevant themes, potential test locations, and formats to make experiences comparable. We will prepare accessible ways to share insights and keep room to refine further based on practice. Updates will follow through the channels of the partners and Orchard of the Future.
