Customer story
Abellafruits, a company specializing in the production and marketing of stone fruit and apples, has embraced TOMRA Food technology to optimize its grading and packaging processes. The integration of the TOMRA 5S Advanced has significantly boosted both operational efficiency and product quality.
Founded in 2011 under the leadership of Xavier Seró Martí, Abellafruits has pursued a clear mission: to produce premium-quality fruit and market it directly. This vision emerged following the family's decision to leave the cooperative and establish their own commercial enterprise. Today, the company has grown from producing 600 tons of fruit to over 7,000 tons—primarily stone fruit—and has become a benchmark in the European fruit sector, with key markets in Germany, Brazil, and the United Arab Emirates.
What sets Abellafruits apart from other companies is its total control over all production processes, from the field to the final customer. This philosophy has been instrumental to its success, built on three core pillars: dedication, quality, and service.
The adoption of TOMRA technology marked a turning point. Abellafruits integrated the TOMRA 5S Advanced into its three grading and three packaging lines, achieving a final production capacity of 15 to 20 tons per hour.
Xavier highlights that the main challenge was the workflow, rather than the machinery previously in use. The breakthrough came through close collaboration with TOMRA, which enabled the technology to be tailored to their specific needs.
“This experience was the best decision we could have made. Being able to experiment and test TOMRA’s operating features showed us its potential.”
— Xavier Seró Martí, Director of Abellafruits
Currently, Abellafruits is working with TOMRA on the implementation of SPECTRIM with LUCAi™, another step toward innovation and continuous improvement.
Since adopting TOMRA technology, the benefits have been clear: faster packaging, intuitive operation, and greater agility. The system also handles more delicate fruits—such as flat peaches—with impressive precision. The uplift in performance and quality is undeniable. As Xavier puts it:
“It’s hard to find anything that surpasses TOMRA.”
Beyond the technology itself, TOMRA’s technical service has been a cornerstone of the partnership. Known for its professionalism, responsive support, and high-quality service, TOMRA has ensured smooth operations and built lasting trust.
Looking ahead, Abellafruits is focused on refining process control and packaging execution, especially in the face of climate change and the growing demand for sustainability. Digital connectivity will play a vital role, though its implementation presents ongoing challenges.
Xavier concludes with a reflection on the flexibility demanded by the sector:
“Our processes are extremely variable. That’s why all technology must be agile, adaptable, easy to understand, and maintainable. Some of these demands were what led us to choose TOMRA.”
“It was an installation designed with great enthusiasm and is progressing as expected. More than a phrase, it would be a word: positive.”
— Xavier Seró Martí, Director of Abellafruits
