Interview with Mikel Villanueva, Marketing Director of Hispetech
Alba Campos. drafting.
Mikel Villanueva, Marketing Director of Hispetec, explains that the digital solutions they offer allow citrus growers to know the real cost of each kilo, each plot, variety and even each year of planting. Hispetech applies digital technology to all stages of the process: pre-harvest, post-harvest, marketing, quality and logistics, offering producers and marketers data on each task and the impact of each unit of input.
Valencia Fruit. To what extent can technology help in citrus production?
Mikel Villanueva. Technology directly affects efficiency and sustainability. With digital technology, citrus growers and marketers can track the actual cost of each kilo, each parcel, each variety and each year of planting, as well as the equivalent at the packaging center.
An advanced analysis layer is added to transactional systems, which allows us to know key aspects such as the impact of each action and each unit of input (water, energy, fertilizer, phytosanitary product). It also provides us with data on crop forecasting, which allows us to more efficiently allocate resources in the manufacturing and marketing plant.
One of the keys to this level of knowledge is integration with existing or future technologies to fully automate the creation of value-generating data for decision-making at all levels.
In our case, we have quantified the impact of our management systems and we have observed a clear fact: after three years of implementation in our clients, EBITDA (profit before taxes) doubles as turnover increases. In other words, the digitization effect of Hispatech has a direct impact on the efficiency of agricultural organizations.
VF. What IT solutions does Hispetech provide dedicated to citrus?
M.V. Our offer is a comprehensive and modular catalogue, from the nursery and seedbed to the customer at the destination. for both pre-harvest, post-harvest and marketing processes, as well as quality and logistics.
Firstly, ERPagro is a modular management system that covers all pre-harvest, post-harvest and administrative production processes (accounting, payroll, etc.). This modular system is complemented in a simple way by a set of applications for the management of specific sections, such as Campogest for the technical management of agricultural engineers, or Agroterio for the activities of the crew.
Secondly, Control Tower is our quality and logistics solution that allows us to manage documents and shipment status in real time, reduce claims, reduce billing and collection times, and have visibility to the full chain of suppliers and customers .
Some of them are industry leaders such as Frutas Tono, AM Fresh, Citricos La Paz or ANECOOP, among others. As an example, the shipment of 11 containers of oranges to India was carried out by several Valencian companies and coordinated by the Citrus Management Committee and monitored and advised by our Control Tower team.
VF. With respect to apps and mobility systems, how can they help the citrus sector?
M.V. A great deal of productive agricultural activity is not carried out from offices with high-speed fiber connections, but from plots of land far away from areas with the best connectivity.
Apps and mobility systems allow organizations implementing them to manage digital assets with and without connectivity. In this way, farm managers receive instructions from supervising engineers on the work needed for that week or day and can record in real time the activities and resource use actually performed.
It allows both technical and agronomic planning as well as analysis of actual execution in the field: crew control, productivity, pre-payroll, stock management, cost control, etc. All this, in connection with the equipment and sensors installed in the plots and with the use of information from outside the company, such as satellite images or data from other sources.
VF. What innovations does Hispetech offer or is preparing that can offer solutions for the citrus sector?
M.V. In this previous edition of Fruit Attraction we present Droopia. A platform we designed in conjunction with Prima-Rama to generate fertigation recommendations based on data from the plot that is transmitted to the observer’s mobile device from climate and soil sensors, Advanced Heads and Margaret, Artificial Food Industry of Intelligence Platform Hispetech is accessed through the use of ,
These recommendations are wise from three perspectives. The main one is the use of specific data on the actual effect of previous treatments and irrigations on the crop of that plot. The other smart aspect is that the platform learns from the modifications that supervisors have made to previous recommendations, adjusting to each organization’s preferences. And, third, it uses external data to make recommendations as to the ideal moment to start water lift pumps because this is the moment of valley in the energy rate. Dropia is a source of sustainability and efficiency in the use of water, fertilizer and energy.
On the other hand, our control tower quality and logistics platform is evolving very rapidly to give a complete vision of everything that happens, from the moment the order is being placed till it is delivered to the customer at the destination. Does not deliver to the doorstep, reducing the problems caused by claims. or delays due to documentary issues, at the same time it allows visibility to all agents involved.
As a short-term innovation, in the coming months we will launch the most complete tool for technical and agronomic management in high-value agriculture, fully integrated into SIEX.
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