Cutting through complexity in fresh produce supply chains

With over 30 years of experience in the fresh produce industry, Veryan Bliss, founder of Food Intelligence, has built a consultancy that helps businesses navigate the intricate world of food production, distribution, and retail.

Food Intelligence provides expertise that bridges the gap between agri-tech businesses and real-world supply chain challenges, ensuring new technologies don’t just look good on paper but genuinely deliver value.

For many start-ups and businesses entering the fresh produce sector, the biggest hurdle isn’t necessarily their technology – it is understanding how supply chains work.

Tackling Inefficiencies in the Food System

One of the most pressing issues facing food supply chains today is labour shortages.

Grading and sorting fresh produce remains labour-intensive, yet automation technologies can be expensive and may only solve part of the problem. Investing in technology requires perfect timing as adopting too early risks obsolescence, while waiting too long can mean missing out on valuable efficiencies.

Similarly, partnerships between tech developers and growers aren’t always as mutually beneficial as they could be.

“New technology businesses often rely on growers and farmers to test and refine their innovations, but there’s not always a return on that investment,” Veryan explains.

“Farmers take the risk in trialling solutions, yet they could still end up paying close to market price once the tech goes mainstream.”

This dynamic needs to shift, ensuring that those contributing to the development process also truly reap the rewards.

Rethinking Food Waste and Supply Chain Challenges

Food waste is a hot topic in the industry, but there are misconceptions about where the biggest inefficiencies lie.

“Consumers often think the food industry is unaware of its own wastefulness, but that’s far from true,” says Veryan.

The real challenge is the rigid specifications that dictate what products make it to shelves.

Growers prioritise Class 1 produce, the highest-quality fruits and vegetables, because that’s where the money is. But this approach can result in significant food loss, simply because there isn’t enough market flexibility for lower-grade produce.

Storage solutions could be a game-changer, particularly in categories like salads and soft fruits.

“If we could store tomatoes, peppers, and cucumbers for three months under the right conditions, it would revolutionise the market,” says Veryan.

Currently, fluctuations in weather and market conditions can lead to sudden overproduction, where growers are forced to sell at reduced market prices, or risk product loss.

Smarter storage and supply chain optimisation could reduce this volatility, improving margins for producers.

What’s next for Food Intelligence?

Veryan is focused on continuing her work with food authenticity and consultancy, helping businesses streamline operations and make informed, strategic investments.

She is also developing her role as a thought leader, working with companies from early-stage angel investment all the way through to IPO.

Cutting through the noise and focusing on real business value is Veryan’s priority. At Agri-TechE ’s Ag101 event, she aims to start conversations that lead to genuine collaboration and real results.

“I love speaking at events like Ag101 because they connect people with ideas and opportunities,” she says.

“The fresh produce industry is one of the most dynamic in the world—short-life products, global supply chains, micro-margins—it’s complex, but that’s what makes it so exciting.”

By supporting businesses with deep industry knowledge and practical guidance, Food Intelligence is helping shape a smarter, more efficient food system—one where sustainability and profitability go hand in hand.

Ag101 is a one-day event on 22 May 2025, offering a practical introduction to the agri-tech industry – and those it exists as part of.

It’s ideal for anyone looking to enter the sector, expand their business, or better understand the agricultural landscape. To book your spot and learn more, head to Ag101 – An introduction to the industry.