Place UK leads the charge with innovative agri-tech transforming British fruit farming

Place UK is pioneering technological advancements such as robotics, AI, and precision irrigation to address labour shortages, optimise resource use, and future-proof the UK’s fruit sector amidst growing economic and environmental challenges.

Technological innovation is rapidly reshaping the landscape of British fruit farming, with Place UK—an established specialist in manufacturing, co-packing, and supplying fresh and frozen fruit ingredients—at the forefront of t...

his transformation. Over the past three to four years, the company has embraced a broad spectrum of agri-tech advancements that are enhancing operational efficiency, optimising resource use, and addressing the chronic challenges faced by the sector.

Dan Yordanov, head of fresh at Place UK, told Food Manufacture that innovations such as precision irrigation, automated harvest forecasting, and robotics are revolutionising how fruit farming is conducted. Traditionally labour-intensive and reliant on manual tasks, the industry has been spurred to adopt digital solutions largely due to persistent labour shortages and escalating costs. Reflecting on his two decades of experience, Yordanov noted that modern equipment has alleviated much of the hard physical labour that once defined crop growing, speeding up processes while simultaneously controlling labour expenditure. “Labour still accounts for the majority of crop-growing costs, so reducing our reliance on it is essential,” he commented. Crucially, Place UK aims to automate the least desirable manual tasks, freeing skilled workers to focus on areas where they truly add value, thus securing the future sustainability of British berry farming.

Strategic investments underline this commitment to technology-driven growth. One significant project, spearheaded by company chairman Tim Place alongside a coalition of Norfolk farmers, saw the creation of a £1.1 million irrigation reservoir near Neatishead, which opened in April. This reservoir holds 270,000 cubic metres of water—equivalent to over 100 Olympic-sized swimming pools—securing water supply resilience for Place UK and neighbouring farms. At the company’s Tunstead farm near Norwich, advanced fertigation and irrigation systems are remotely controlled through smartphone and computer apps, enabling climate management and irrigation adjustments without physically being onsite. This transition replaces previous daily manual inspections, marking a fundamental shift in agricultural management.

Data integration is also pivotal. Place UK utilises FruitCast technology, incorporating AI-powered camera systems to scan crops, predict yields, and forecast harvest timings with enhanced precision. This automates what was once painstaking manual counting and assessment, incorporating real-time weather data to optimise labour planning and reduce waste.

Notably, Place UK is pioneering nocturnal UV robotic treatments to protect strawberry plants from mildew. Collaborating with Thorvald autonomous robots from Norway, these machines navigate polytunnels overnight, irradiating plants with UV light to suppress fungal spores and drastically reduce chemical pesticide use. This innovation operates without disrupting daytime farm activities, illustrating the synergy between technological advancement and practical farm functionality. Yordanov emphasises that this technology reshapes not only operational processes but also farm design, requiring aisle widths and tunnel layouts to be compatible with robotic operation—an adaptation that signals a broader rethinking of traditional farming layouts for future-proofing.

Insect distribution has also been mechanised, moving away from manual hand-sprinkling to machines that reliably disperse beneficial insects like Amblyseius and Cucumeris for natural pest control, reflecting a scalable and consistent approach to integrated pest management. Further trials are underway with the Fieldworker 1, a world-first autonomous raspberry-picking robot developed with Fieldwork Robotics. Powered by AI, it mimics the delicate touch of a gecko and shows promise in improving harvesting efficiency, albeit currently requiring 30-40% human involvement due to the fruit’s complex nature. The company views this as complementary rather than replacement technology, underscoring a philosophy that human skill remains fundamental to quality control.

Place UK also applies technology upgrades within its processing facilities, albeit more subtly than on the farm, improving conveyor dynamics, sealing systems, and downstream flow to enhance productivity without compromising operational flexibility. Their approach to automation avoids large-scale overhauls in favour of targeted, bespoke solutions that maintain the company’s agility in serving a diverse clientele.

Financially, Place UK takes a cautious yet forward-looking stance on tech investment. Collaborations with technology partners position the company as a testbed for new tools, allowing early access to innovations while mitigating risk. The UV robot system’s subscription model—charging per linear metre of crop treated—illustrates a shift from heavy upfront capital expenditure to flexible, pay-as-you-go frameworks, making cutting-edge tech more accessible. Place UK also employs a robust decision-making framework, assessing investments through a holistic PQCDSM model (productivity, quality, cost, delivery, safety, and morale), incorporating environmental impact and workforce well-being alongside financial considerations. This comprehensive evaluation ensures investments align with both business growth and sustainability goals.

The broader backdrop of food supply chain challenges reinforces the relevance of Place UK’s strategies. Government efforts to address labour shortages include extending seasonal worker visas and investing up to £50 million in technology to support automated packhouses—a recognition of the sector’s need for innovation amid demographic and economic pressures. UK Food Security Report data highlights that labour costs constitute over 40% of production expenses in horticulture, with the sector struggling to attract domestic workers due to the nature of agricultural work and rural living conditions. Without technological adaptation, risks escalate around food waste and potential offshoring of production.

Place UK’s remit extends beyond immediate operational gains. The company actively fosters future talent and engages with the next generation of agricultural professionals. In mid-2025, Place UK hosted a delegation of early-career researchers, agronomists, and consultants to discuss automation, robotics, and sustainable practices in fruit farming—showcasing its role as a hub for innovation and sector collaboration.

Looking forward, Place UK is exploring further automation possibilities, including robotic solutions for moving fruit from polytunnels to packing stations, advancing towards fully integrated end-to-end automation. While new technologies promise efficiency and productivity, the company remains committed to balancing automation with human expertise, aiming to enrich jobs rather than displace workers, and create new career pathways within agri-tech.

As Yordanov concludes, “Technology is evolving fast, and for me, and many of my colleagues, this keeps the work really interesting.” Place UK’s experience exemplifies how integrating smart farming techniques, robotics, and data-driven decision-making can transform British fruit farming into a dynamic, sustainable, and competitive sector fit for the challenges and opportunities of the 21st century.

Source: Noah Wire Services