Clarifruit
Clarifruit, rebranded as Clarifresh in January 2025, is an AI-powered quality control platform for fresh produce, founded by CEO Elad Mardix.
Profile
Automates fresh produce quality inspections using AI to reduce waste and improve consistency.
Clarifruit, rebranded as Clarifresh in January 2025, is an AI-powered quality control platform for fresh produce, founded by CEO Elad Mardix. The company focuses on automating and standardizing quality inspections using computer vision and machine learning, addressing the subjectivity and inefficiency of manual processes in the agriculture sector. Its technology analyzes attributes like color, size, and defects to reduce waste and improve consistency across supply chains.
Clarifresh serves growers, wholesalers, retailers, and marketing companies, with notable clients including Dole Sunshine and Zespri. The company expanded its reach in 2025 with a self-onboarding platform for small and medium-sized businesses (SMBs) and joined IFPA’s Shelf-Life Steering Committee. Recent partnerships, such as with Sun World, highlight its growing influence in the fresh produce industry.
While the company has not disclosed specific revenue figures, its customer base includes major industry players, and it claims a 20% reduction in waste for clients. Clarifresh’s focus on scalability and customization positions it as a key player in modernizing agricultural quality assurance.
Who buys this
- Growers seeking to minimize rejections and maximize profitability
- Wholesalers needing to match produce quality to customer demand
- Retailers ensuring consistent quality for shoppers
- Marketing companies managing multiple quality standards
- SMBs (via self-onboarding platform launched in 2025)
Publicly disclosed clients
- Dole Sunshine
- Zespri
- Sun World
Strengths and what to watch
Strengths
- AI-driven inspection reduces subjectivity and improves accuracy over manual methods
- Customizable platform adapts to varying customer quality standards
- Partnerships with industry leaders (e.g., IFPA, Sun World) validate technology
Watch for
- Rebranding from Clarifruit to Clarifresh in 2025 may indicate strategic pivots or market repositioning
- Dependence on agricultural sector adoption, which has been slow to digitize
- Competition from other AI-driven quality control solutions in agtech
Recent moves
Key Information
- Founded
- 2016
- Headquarters
- Rishon Le Zion
Frequently Asked Questions
What is Clarifresh?
Clarifresh, formerly Clarifruit, is an AI-powered platform that automates quality inspections for fresh produce. Using computer vision and machine learning, it analyzes attributes like color, size, and defects to reduce waste and improve consistency across supply chains, serving growers, wholesalers, retailers, and marketing companies.
How does Clarifresh use AI for fresh produce?
Clarifresh uses AI to automate and standardize quality inspections in fresh produce. Its technology analyzes visual attributes like color, size, and defects, reducing subjectivity and inefficiency in manual processes. This improves accuracy, minimizes waste, and ensures consistent quality across the supply chain.
Who uses Clarifresh?
Clarifresh serves growers, wholesalers, retailers, and marketing companies. Its platform helps growers minimize rejections, wholesalers match quality to demand, retailers ensure consistency, and marketing companies manage multiple standards. Notable clients include Dole Sunshine, Zespri, and Sun World.
What partnerships does Clarifresh have?
Clarifresh partners with industry leaders like Sun World and joined IFPA’s Shelf-Life Steering Committee in 2025. These collaborations validate its technology and expand its influence in modernizing agricultural quality assurance, particularly in reducing waste and improving supply chain efficiency.
Why did Clarifruit rebrand to Clarifresh?
Clarifruit rebranded to Clarifresh in January 2025, likely signaling a strategic pivot or market repositioning. The rebrand aligns with its focus on scalability, customization, and expanding its reach, including launching a self-onboarding platform for small and medium-sized businesses.
What’s new with Clarifresh?
In 2026, Clarifresh appointed Shelby Dwyer as Director of Sales for North America. It also joined IFPA’s Shelf-Life Steering Committee in 2025, highlighting its commitment to advancing fresh produce quality standards and expanding its influence in the agricultural sector.
Sources
- www.clarifruit.com — AI-driven quality inspection reduces subjectivity and inefficiency
- www.clarifruit.com — Customer segments and value proposition
- www.clarifruit.com — Recent news and partnerships
- www.foodnavigator.com — CEO Elad Mardix on challenges of traditional inspection