At Fruit Logistica 2019 in Berlin, Felix Instruments – Applied Food Science, of Vancouver WA launched the Avocado Quality Meter which uses near infrared analysis to assess avocado dry matter – a key indicator of the ultimate eating quality of an avocado.
The company mission is to provide fresh produce professionals with the tools to make data-driven decisions. Quality meters can be used post-harvest, or pre-harvest to manage the crop and select an optimal harvest date. Ripening facilities can use the instruments to achieve best results and reduce spoilage. “We have already shipped more than 30 avocado meters and plan to continue with around 25 devices per month. Our customers are growers and packers from Mexico, Peru, Spain, Russia, USA. We have distributors in approximately 30 countries, so equipment is available worldwide” says Felix.
Why are international trade shows good for new product launch? Felix points out, “At launch, there are typically very few reference accounts for a given product so live demonstrations are a reasonable substitute. Further, most of our business is earned by referral and that includes both existing clients and contacts that have seen the product [sometimes at a trade show] and mention it to a colleague.”
Leonard Felix is an Export Council of Oregon board member, and the President of Felix Instruments and CID Bio-Science. He is skilled in product development, product management and marketing, and new business development, and a graduate of the State University of New York at Buffalo.
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