12 Oct 2023
Westfalia Fruit to Unveil Immersive Digital Experience at 2023 IFPA Global Show
Westfalia Fruit USA, the world’s leading supplier of fresh avocados, extends a warm invitation to produce buyers at this year’s IFPA Global Produce & Floral Show to visit the Orchard of the Future. Those who stop by Westfalia Fruit’s booth #4453 will be taken on an experiential virtual trip to the year 2049—Westfalia Fruit’s 100th anniversary—to experience how sustainably managed avocado orchards will look in the future using cutting-edge virtual reality technology.
The inspiration for the virtual reality experience is the 32-acre Orchard of the Future located within the Westfalia Fruit Estate in Tzaneen, South Africa. The orchard serves as a living laboratory, allowing researchers to bridge the gap between laboratory studies and real-world agricultural challenges.
Dr. Zelda van Rooyen, Research Manager at Westfalia Technological Services, emphasizes the unique strength of Westfalia Fruit, stating, “Real scientists are hard at work in 124 acres of orchards, where nature throws its challenges, providing invaluable real-life experience. The dedication of these experts is complemented by the vast scale of these commercial orchards.”
The Orchard of the Future represents a pivotal advancement in avocado cultivation, underpinned by over 40 years of research and commitment to sustainable practices. The orchard encompasses four pivotal focus areas, each with far-reaching implications for the entire avocado industry - water usage, environmental management, disease control, and genetic efficiency. This visionary project tackles a broad spectrum of challenges facing modern agriculture, including climate change and resource scarcity. It aspires to lead the avocado industry toward a sustainable and prosperous future.
Raina Nelson, Westfalia Fruit USA CEO and President, adds, “We are thrilled to share with visitors insight into how avocado orchards may look in 2049 and how Westfalia’s investment today will shape the industry in the future. The Orchard of the Future project at Westfalia Fruit is on a mission to redefine the future of avocado cultivation. Our commitment to research and development is unparalleled. Supported by our diverse global reach, we are in the unique position of being able to develop, test and trial solutions in both the lab and the field.”
The Group’s research division, Westfalia Technological Services, is the world’s largest privately funded subtropical fruit research unit. Its dedicated team of scientists and technicians focuses on varietal development, innovation, and environmental matters and provides a pivotal role in defining the future of the global avocado industry.
Bring your Boarding Pass to booth #4453 to experience the Orchard of the Future. All attendees who experience the Orchard of the Future will be entered for a chance to win a trip to one of Westfalia Fruit’s pioneering orchards in the Americas in the not-too-distant future.
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Notes for Editors
About Westfalia Fruit
The multinational Westfalia Fruit Group is a leading supplier of fresh and processed produce to international markets, offering a diverse range of quality fruit and related products via its vertically integrated supply chain. Founded 74 years ago on guiding environmental, social, governance & sustainability principles. These practices, premised on the legacy of Dr Hans Merensky are at the heart of all that is done by the Group – “To Do Good”, – of which continue to underpin our approach today.
Today, operating in 17 countries spread over 5 continents, the Westfalia Fruit Group prides itself on advancing sustainable agricultural practices and being a responsible corporate citizen within the communities in which it operates.
As a frontrunner in the avocado industry, Westfalia grows, sources, ripens, packs, processes, and markets accredited avocados across the globe throughout the year. Value-added products include avocado oil, low-preservative guacamole, frozen avocado, and dried fruit.
Westfalia grows fruit in all major origins in the Americas and Africa and sources from partner orchards, giving the Group the most diverse avocado-growing footprint in the world. Westfalia’s dynamic and integrated supply chain from research to the consumer benefits all stakeholders. The Group’s research division, Westfalia Technological Services, is the world’s largest privately funded subtropical fruit research unit. Its dedicated team of scientists and technicians focus on varietal development, innovation, and environmental matters, and provides a pivotal role in defining the future of the global avocado industry.
A supplier of choice to retail, wholesale, and food-service customers, Westfalia operates sales offices in the UK, Europe, North America, Latin America, southern Africa, and Asia. Fruit is packed in diverse formats and expertly ripened to deliver optimal eating quality. For more information visit www.westfaliafruit.com.
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Editorial enquiries
Christina Ward
Westfalia Fruit
christina.ward@westfaliafruit.com
Maged Ochoa Ferrazzini
EMG