Rimini, Italy – April 22, 2025 – As producers face rising quality demands, tighter margins, and increasing pressure to reduce waste, staying competitive means making smarter, faster decisions — both in the field and after harvest. At Macfrut 2025, AgroFresh is answering that call with two powerful new innovations that give growers and packers greater control over fruit quality and freshness: the real-time harvest decision tool Rubens and the competitive SO₂ sheet solution Proteku®.
AgroFresh, the global post-harvest leader and the company behind SmartFresh™ — the original and registered 1-MCP technology that transformed how fruit is preserved — continues to push the boundaries of what’s possible from orchard to consumer. With deep expertise and a commitment to innovation, AgroFresh is focused on helping the fresh produce industry optimize harvest timing, helping to extend freshness, and succeed in a fast-changing market.
Rubens™: Real-Time Harvest Intelligence for Better Outcomes
At the center of AgroFresh’s presence this year is Rubens, a revolutionary new tool that brings digital precision to harvest timing. With Rubens, growers can make faster, more informed decisions about when to pick — based on real-time fruit maturity insights. The result? Better pack-out rates, fewer losses, and more consistent fruit quality throughout the supply chain.
“Rubens puts data in the hands of the grower — in the field, in real time,” says Ivo Secchi, Commercial Manager at AgroFresh. “It’s a practical, digital solution that gives our customers more control over one of the most important decisions of the season.”
Rubens is designed to integrate seamlessly into orchard workflows, helping producers optimize ripeness, meet export specs, and maintain their brand reputation — all while helping to reduce waste and unnecessary costs.
Proteku®: New SO₂ Sheet Technology to Protect Grape Quality
To support freshness post-harvest, AgroFresh also introduces Proteku®, an SO₂ sheet designed to help preventing decay in table grapes during storage and transport. Proteku® complements Uvasys® in AgroFresh’s expanding SO₂ portfolio, giving grape growers in Italy and across Europe more flexibility and protection options than ever before.
Whether for domestic distribution or export markets, AgroFresh’s SO₂ solutions help ensure grapes arrive cleaner and fresher at destination.
Visit AgroFresh at Macfrut 2025 – Hall 1, Stand 198-200
See Rubens in action and learn how AgroFresh is helping producers:
- Digitalize pre- and post-harvest decision-making
- Extend freshness and reduce losses
- Meet the toughest market and retailer standards
- Choose from a full range of SO₂ solutions with Proteku® and Uvasys®
With industry-trusted tools like SmartFresh™, FreshCloud™, Control-Tec™, Rubens, and Proteku®, AgroFresh continues to lead the way in data-driven, sustainable post-harvest success.
With a legacy of scientific leadership and a commitment to innovation, AgroFresh empowers the fresh produce industry to grow smarter, pack better, and sell with confidence.
Make every harvest count. Visit AgroFresh at Hall 1 – Stand 198-200 with the option to book a Rubens demo at Macfrut clicking here!