**Berlin**: At the Fruit Logistica 2025 trade fair, Harmoniz unveiled new developments, including ToBRFV-resistant tomatoes and a R&D facility. CEO Ofer Ben-Zvi emphasised the company’s commitment to quality and collaborative partnerships in the fresh produce value chain.
At Fruit Logistica 2025, a prominent global trade fair for the fresh produce industry held in Berlin, Harmoniz, a seed company renowned for its innovative approaches, unveiled a range of advancements driven by strategic research and development investments as well as collaborative partnerships throughout the supply chain. The exhibition attracted significant attention as visitors explored various new products, including ToBRFV-resistant tomatoes, innovative snack offerings, and a selection of advanced red and yellow bell and specialty pepper varieties.
Ofer Ben-Zvi, the Chief Executive Officer of Harmoniz, highlighted the company’s commitment to enhancing the entire value chain. He stated, “What we have presented at Fruit Logistica reflects our commitment to the entire value chain. By combining advanced breeding capabilities with synergic collaborations, we’re creating varieties that growers take pride in cultivating and consumers truly love to eat. This is how we deliver on our promise of better food for all.”
Ben-Zvi further elaborated on the importance of teamwork and dedication within the company, noting that these values play a critical role in distinguishing Harmoniz in the competitive landscape of the fresh produce market. “More than that, it reflects the dedication, teamwork, and passion that define us. Our strong vision of collaborative value for consumers of fresh vegetables is a key differentiator—one that drives everything we do,” he added.
The event served as a platform for Harmoniz to showcase its strong connections with major retailers across the UK and European Union, as well as its intent to foster meaningful partnerships worldwide. By collaborating with top-tier genetics, leading producers, and prominent retailers, Harmoniz aims to ensure that consumers have access to fresh vegetables throughout the year, underlining its integral role in the fresh produce value chain.
In addition, the exhibition highlighted the company’s launched 1.6-hectare R&D facility, which strengthens its global research capabilities and expands its network of dedicated growers. This integration of R&D activities supports Harmoniz’s efforts in maintaining consistent quality and supply of premium produce across different seasons.
A focal point of the showcasing was the Harmoniz Select initiative, designed to connect outstanding varieties with expert growers who operate based on a consumer-driven vision. Julia Parry, Vice President of Business Development and Downstream at Harmoniz, remarked, “Food must be delicious. Having a great variety is only half the story – it’s essential to have great growers and partners along the supply chain.” Through Harmoniz Select, the company collaborates with producers sharing a commitment to exceptional quality and flavour, ensuring that their varieties reach consumers at the highest standard.
The company’s strategic vision and dedication to innovation affirm Harmoniz’s ongoing influence within the fresh produce sector, demonstrating a readiness to adapt and respond to market demands while prioritising quality in the supply of fresh vegetables.
Source: Noah Wire Services
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