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Radfords and Forward collaborate to extend Fresh Produce value chain reach to Consumers

Global fresh produce software provider Radford Software Limited (Radfords) and Forward HQ Limited (Forward), a consumer insights specialist with global reach in the Fresh Produce industry, have signed a collaboration deal to provide unprecedented traceability and consumer insights for growers, packers and marketers. 

CEO of Radfords, Adam Cuming said "The collaboration with Forward is exciting as it extends Radfords current value chain footprint from ‘soil to supermarket’ a step further to include the ultimate decision maker, the consumer. This enables the potential for full value chain insight for our customers and the opportunity for fact-based decisions to more consistently delight consumers, preserve brand value and drive continuous improvements across the grow, pack, storage and sell cycles to improve quality and yield".

Director of Forward, Carlo Magni said "In New Zealand, we are the first to launch a Consumer Experience module within a specialised CRM (customer relationship management) and our value proposition is well positioned to deliver much-needed consumer insights, in extremely efficient ways, to grow the NZ produce sector and its presence globally. The partnership opens the door to measuring product performance in-market, while linking the impact that growing techniques, supply chain efficiencies and retailers’ in-store execution have on end-user experience.”