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Rubens Technologies takes fruit quality testing to the next level

Melbourne-based Rubens Technologies has combined an easy-to-use hand-held scanner with the intelligence of machine learning analytics to make non-destructive fruit testing and future quality predictions as easy as picking up cheap mangoes in Summer. Now, they’re on the hunt for more fruit growers to adopt the technology and investors who are ready to support the commercialisation of the device.

Hands holding peaches on a tree
Words by Megan Woodward

CEO and Co-founder of Rubens Technologies, Daniel Pelliccia never set out to build a career in horticulture – he originally cut his teeth in research as a physics scientist, developing biomedical applications for x-rays.

“Over the years I've developed some ideas to start applying things in more practical ways and eventually changed from medical application to food and agriculture, and it was purely by chance that I started collaborating with agricultural scientists,” said Daniel.

“I was working on a project with the scientists at Agriculture Victoria and they were asking me about technology options, especially how spectroscopy could be applied to food quality.

“So that idea eventually got some legs of its own and Rubens Technologies was born out of those conversations.”

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Rubens Technologies

Rubens Technologies provides the fresh fruit industry with a unique, world first quality management technology to measure fruit maturity before …
  • Location

    Australia, South East Asia

  • Organisation type

    Startup or Scaleup or SME

Squeezing everything out of a clever idea with technology

The key issue Daniel started to explore solving was how to make fruit quality assessments a far less intrusive, timely process on farm.

“At the moment most of the fruit quality determinations are invasive and so it's a destructive process that typically means taking a piece of fruit and squeezing some juice out or poking the fruit to measure how firm it is, among other things,” he explained.

“It’s normally done in the industry as a quality assessment step but obviously cannot be done on too many fruits. Plus, it’s time consuming, it’s messy and the data is not digitised in most cases. But it still needs to be collected eventually."

“When I was talking with the scientists and then starting to talk with growers, I could see there was a need to have some technology that would be easy to use and quick to respond and wouldn’t require a large amount of work from the grower or the user.”

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Daniel said to-date, collecting the initial data has been the major roadblock for the adoption of this type of technology because that’s where specialised knowledge was required.

“The use of spectrometers to assess fruit quality isn’t anything new, but the processes aren’t straightforward and can require a lot of work. I could see that the process had to simplified and streamlined if we want to have it applied for everyday use.”

One device – multiple problems solved

With a focus on streamlining, Rubens Technologies honed-in on the potential of the humble spectrometer – a device that measures the quality of light detected and offers indications of the quality of the fruit or food being evaluated.

“We’ve combined the optical spectrometer with machine learning and developed a single handheld device – imagine something that looks like a torch for instance – that takes a read of the fruit at the tree, with the head of it going around the fruit and measuring the light reflected from the fruit,” said Daniel.

"It depends on the type of crop that we are measuring but it may read things like the sugar content or the firmness of that fruit or other parameters that relate to the quality downstream of the supply chain.

“It’s completely non-destructive for the fruit and offers that array of quality measurements on the spot so there’s no need to do multiple testings with different systems. The other big advantage is the data is instantly digitised so it can be downloaded by the user from their smartphone and shared with their agent immediately.”

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Future proofing export outcomes from the home paddock

For the year ending June 2020, Australia exported $3 billion worth of horticultural products – fresh fruit accounting for the largest value export group at 49% of all horticultural commodities sent overseas.

With a value of nearly $1.5 billion it’s a sector that relies on optimal harvest timing and a rock-solid guarantee that the quality of fruit provided for export is nothing less than perfect – and Daniel Pelliccia said that’s where the device developed by Rubens Technologies truly shines.    

“Growers can receive information on what is the optimal time to pick that fruit and how long the fruit is expected to travel for any given condition of transport or refrigeration,” he said.

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Daniel Pelliccia CEO and Co-founder, Rubens Technologies

“Based on that information, the farmer or distributor will have predictions on the fruit quality, to be able to choose the optimal target market to have fruit in very good condition at the end destination.

“This sort of information doesn't exist at the moment, and we’re bringing it to the market so that growers can make more informed decisions around harvest time, and they can target their fruit to the best market.”         

Daniel said the feedback received from growers trialling the device in various pilot programs including with Summerfruit Australia and coconut and pineapple growers in Southeast Asia – has been that it’s easy to use and is a considerable time saver.

“This device replaces the array of other measuring devices that are currently used, and we are seeing that the people most interested is especially the exporters,” he said.

“That ability to not only read the quality of the fruit now but also how it's going to be in a few weeks addresses the issue of major potential losses for exporters.”           

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Seeds planted – Rubens Technologies is ready to grow

With the final version of the fruit quality testing system completed, Expressions of Interest are now open for fruit growers interested in adopting Rubens Technologies on farm.

“We are open to having it trialled in any fruit crop whether that’s strawberries or kiwifruit – not just the fruits we’ve pilot assessed so far,” said Daniel.

“We know that the technology in general works for all fruits, and the important thing is developing the right machine learning model because we recognise that requirements are different for different industries. 

“We’re ready to start manufacturing devices to deploy it as a plug and play option for early adopter from later this season.”

The power of the evokeAG. Startup Network Program

Daniel Pelliccia is also one of nine successful agritech founders chosen to take part in the evokeAG. 2021 Startup Network Program.

He said it’s been an incredible opportunity to garner fresh insights into agriculture and the Australian startup ecosystem.                                                                  

“It was really good for me to see the community and get in touch with the other startups and I found the program very interesting,” he said.

“We had guests and experts that would talk to us about different aspects, so it was really useful for me to have more networking opportunities outside of Victoria also.”

He said the support of likeminded founders has helped him curate his vision for the future.

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“We have learnt with COVID-19 that things can change so quickly but I hope to see Rubens Technologies growing over the next five to 10 years to the level of offering fruit intelligence for food quality assessment in Australia and overseas as a service,” he said.

“We are open to collaborate with existing providers and with existing data platforms to integrate our data together, so we’re excited for the journey ahead at Rubens Technologies.”

For more information on trialling the device, or investment opportunities, enquire here.^


 ^This investment opportunity is only for professional and sophisticated investors as defined in the Corporations Act 2001 (Cth). The content of this opportunity is intended for use by persons having professional experience in matters relating to investments and must not be acted or relied upon by any other person including, without limitation, retail clients.

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