BerryReality is an immersive virtual reality experience that presents the berry industry from within
Global berry specialist Hortifrut has developed an interactive virtual reality tool to bring the berry production process to life for consumers and trade professionals.
BerryReality allows users to take a virtual tour of farms in Peru, Morocco, Spain and Portugal, and showcases the company’s vertical business model, which covers the entire process: from the development of new varieties, through nurseries, laboratories, and production fields, to the final consumer through agricultural and commercial operations.
“BerryReality underscores Hortifrut’s commitment to innovation, sustainability and the use of cutting-edge technologies in fresh fruit production. Through this experience, they seek to connect with their stakeholders in new ways, showing how they continue to challenge themselves to continuously improve,” the company said in a press release.
The virtual experience in split into three stages: Berry Pioneers allows users to learn first-hand about the genetic innovations that make possible to obtain plants with better yields and greater resistance. They can explore the selection fields and witness the development process of new varieties.
“This approach distinguishes Hortifrut as a leader in the sector, allowing us to offer berries of the highest quality, adapted to the growing demands of the global market,” Hortifrut said.
Secondly, From Farm to Table enables users to experience every stage of the production process, from cultivation to the arrival of berries on the table of consumers around the world. The aim is to reinforce Hortifrut’s commitment to transparency and quality throughout its value chain. During the virtual tour, visitors can visit growing and harvesting facilities in different countries and learn how the company’s operations work, including packing, quality control and logistics, so that berries reach the final consumer’s table with maximum freshness and quality.
Finally Sustainable Innovation allows visitors to explore Hortifrut’s sustainable initiatives and see how they work to minimise environmental impact while supporting local communities. In this segment, users will be able to learn about sustainable agricultural practices to promote biodiversity, and about programmes that support the people who work for the organisation and the communities in which it operates.
Visitors to Fruit Attraction will be able to experience BerryReality first-hand at Hortifrut’s stand in Hall 9.
