Israel
February 26, 2025
Showcasing breakthrough innovations and strategic collaborations that are transforming the fresh produce value chain.
Harmoniz, an innovative global seed company, presented its comprehensive approach to fresh produce advancement at Fruit Logistica 2025, demonstrating how strategic R&D investment and collaborative partnerships are delivering exceptional value across the supply chain. Visitors to the Harmoniz booth explored the company’s latest developments, including ToBRFV-resistant tomatoes, innovative snack products, and advanced red and yellow bell and specialty pepper varieties.
“What we have presented at Fruit Logistica reflects our commitment to the entire value chain,” said Ofer Ben-Zvi, CEO of Harmoniz. “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 added, “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.”
Ofer Ben Zvi, CEO Harmoniz, at Fruit Logistica 2025
The event highlighted Harmoniz’s strong relationships with key retailers in the UK and EU, as well as its commitment to building meaningful partnerships worldwide. By cooperating with top-tier genetics, leading producers, and major retailers, the company ensures consumers receive fresh vegetables available all year round.
This collaborative approach sets Harmoniz apart, reinforcing its role as a trusted partner across the entire fresh produce value chain. The seamless integration of Harmoniz’s global R&D activities was also on display, including the company’s newly opened 1.6-hectare R&D facility and its growing network of dedicated growers. This synergy enhances its ability to support year-round production, ensuring consistent quality and supply of premium produce.
At the heart of the exhibition was Harmoniz Select, the company’s initiative that connects standout varieties with expert growers who are guided by a consumer-led vision. This collaboration ensures the consistent delivery of optimal product quality year-round.
“Food must be delicious,” emphasized Julia Parry, VP of Business Development and Downstream at Harmoniz. “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, we collaborate with producers who share our passion for exceptional quality and flavor, working together to bring our varieties to consumers at their full potential.”
The event marked a significant milestone in Harmoniz’s evolution, underscoring how the company’s deep industry expertise and strong global alliances have fueled its expansion. With a focus on innovation and collaboration, Harmoniz continues to push boundaries through advanced R&D, strategic partnerships with growers and retailers, and a shared commitment to delivering fresh, flavorful, and nutritious vegetables to consumers worldwide.
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