Presentation by Robert Hoffmann at DOGK 2025

The German Fruit and Vegetable Congress 2025 once again served as a platform for forward-thinking ideas – and we at KÖLLA were delighted to contribute with our own presentation. In front of a large audience, Robert Hoffmann delivered a talk that not only inspired reflection but also opened up concrete perspectives on the use of Artificial Intelligence (AI) in the fresh produce trade. Under the title “Digital Assistants in the Fruit & Vegetable Trade – How AI Agents Are Transforming Daily Operations”, he demonstrated how AI is already being applied in practical and tangible ways across the industry.

The presentation placed people at the center – not the technology. Because while AI delivers impressive results in many areas, it remains a tool. A tool that only becomes truly effective when we understand it and use it consciously. Public discourse is often shaped by uncertainty. According to a recent survey, one in three Germans fears losing their job due to AI. Rather than fueling these fears, Robert Hoffmann advocated for a proactive and constructive approach to the technology – in line with the principle: “Understand, don’t just use.” His core message: that same one in three must learn to apply AI purposefully – not as a threat, but as an opportunity to shape and enhance their own workday.

“The negative associations with new technologies often dominate people’s minds and are rooted in ignorance and fear of change,” Hoffmann reflected. To counter this, the presentation deliberately focused on simple and practical communication. Three specific use cases from the fresh produce supply chain – label design, quality control, and trend analysis – served as bridges between technology and reality.

Practical AI – Between Control and Compliance

The topic became especially tangible through the introduction of so-called AI agents – programs that process information, support decision-making, and autonomously carry out tasks. Two concrete examples from the fresh produce supply chain impressively illustrated how these digital assistants are already simplifying processes while ensuring quality.

A key example was automated label verification. With the help of an AI-powered assistant, labels can be analyzed for regulatory compliance – quickly, reliably, and transparently. The AI detects incorrect product descriptions, checks mandatory information such as country of origin, product class, or weight, and provides actionable recommendations. Labeling and declaration requirements are complex and vary by market, making this a valuable support tool.

Equally practical was the demonstration of AI in quality control. The presentation showcased an application that exemplifies how inspectors can be guided through the inspection process with digital support. Users interact with the system via simple text input, voice commands, or photos. The AI processes the information and generates a structured, standardized report. This demo clearly showed how AI not only simplifies documentation but also ensures consistent evaluations and greater comparability of results – a real advancement for quality assurance in the fresh produce trade.

Audience feedback confirmed the effectiveness of this practical approach. Many participants praised the “very clear and illustrative presentation of AI” and emphasized the importance of “breaking away from outdated processes and replacing them with new possibilities.”

At the same time, one principle remains central to us: “Artificial Intelligence requires human intelligence.” People remain at the heart of everything. AI is a tool – and like any tool, it must be used thoughtfully. Hoffmann summed it up perfectly: “Experimental use – but with care. Explore possibilities, test them, and implement them.”

This mindset is one we fully embrace at KÖLLA. We see AI not as a replacement, but as a complement. As an opportunity to improve processes, ensure quality, and explore new paths – always with people as active drivers of change. The presentation concluded with a clear call to action: “Keep the Human in the Loop.”

For KÖLLA, this is more than a technical guideline – it’s a reflection of our values. Because despite all the digital innovation, our passion for nature and people remains at the core of everything we do.

We care with passion for Nature and People.

October 2025

Photo(s): Fruitnet / Richard Theemling