The agricultural and fruit-growing world uses computer technology in almost all stages of the process, from the data of the varieties, to what concerns the harvest, post-harvest, transport and sale of the product.

In the case of this last link, the data is most used, which must be exact and truthful to effectively project commercial expectations of production and especially of economic returns.

It is the field of Market Intelligence, a technological discipline that has advanced considerably as a tool to support the industry.

What is Market Intelligence

It is the information based on data that an organization or company obtains from the industry in which it operates, with the objective of determining with certainty the opportunities, positioning, penetration or presence in the market and the different relevant measurements that are useful for the development of the industry.

We spoke with Colin Fain, Chief Executive Officer (CEO) of Agronometrics, one of the Market Intelligence companies that permanently supports the fruit industry, providing it with reports and strategic analysis on the market and its projections.

What does the tool mean and its importance?

- The whole concept of Market Intelligence can be summarized in answering two questions: At what price do I sell or buy, and why is this price the correct one.

The analyst explains that "at the point of selling or buying fruit, the price at which the transaction is made is key. It does not matter if a program is being negotiated, or if the fruit is being traded in the spot market. Negotiating a good price is essential for the profitability of the companies involved in our industry”, and he adds “on the other hand, to assign a correct price it is necessary to take the variability of the item into context. The perishability of blueberries means that there can be sudden price spikes and drops, for example. What a professional in our industry wants to avoid is receiving an unfavorable price simply because he was unaware of what was happening in the markets”, explains the expert.

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