Eight months of work and validation at Fruit Attraction
After eight months of conceptual work in our “cave,” Fruit Attraction became our opportunity to see the market’s reaction to our value proposition for packaging planning.
And we have gained some incredible insights.
Other companies also plan their packaging
The first is that, in addition to the citrus plants we have worked with, several companies are already planning their packaging in detail — and with very different products: lettuce, stone fruit, tomatoes, vegetables, watermelon, melon… They told us that after realizing that off-the-shelf solutions didn’t work for them, they had spent years developing their own systems.
For us, this has been a joy for many reasons:
- All major investors insist that if there is no competition, there is no market. Finding other companies that have persevered until achieving effective planning is a validation that we are on the right path.
- The executives from those companies were extremely generous with us, taking valuable time to share their experience, how they approached their projects, why they rejected commercial solutions, and what their keys to success were.
- The director of Murgiverde even connected to the plant with his laptop to show us the control panel and the activity of the lines of one of the packaging plants. She radiated joy and pride when she told us what she had achieved.
- Atanasio, from Tany Nature S.A., explained how he initiated his project and the time he dedicated once he realized that existing solutions wouldn’t solve his problem.
Many thanks to Pedro Hernández de Arce from Grupo G’s España, for explaining how you plan field harvesting; to Pedro Riesco Alonso from SOMOS HIJOLUSA, S.L., for sharing that you’ve been planning production for two years; and to José Campillos from CMR GROUP, for telling us that you introduced this innovation in 2025.
The sector’s interest in starting detailed planning
The second major insight is that our message has caught the attention of many executives who have asked us to help them evaluate whether they are ready to begin their journey toward detailed planning.
We visited numerous stands asking for the operations or production director. In many companies, that position didn’t exist or wasn’t present at the time, but when we mentioned “packaging planning,” we gained access to CEOs, managing directors, and commercial directors who showed great interest in our proposal.
The stages of innovation adoption
Of course, we also heard from many who told us it wasn’t relevant to them — and that’s fine. In every innovation adoption process, there are five groups of companies:
- Innovators, who develop the first solutions.
- Early adopters, who implement the solution as soon as they discover it exists because they were already looking for that path — these will be our next clients.
- Early majority, the next wave of companies up to 50% of the market.
- Late majority, from 50% onward.
- Laggards, the last 16% of the market.
New challenges and future developments in planning
The third takeaway came from conversations with executives who shared other priorities related to planning, such as improving coordination between the commercial plan, packaging warehouse capacity, field harvesting plan, and raw material purchasing from third parties.
It’s a challenge we’re familiar with and one that’s part of our roadmap for future development — once we complete some of the more advanced improvements in packaging planning. These conversations have made us think about how we can support them without straying too far from our initial plan.
