We are thrilled to announce a significant global agreement! Fruitist (formerly Agrovision), a global leader in premium superfruits, has entered into a strategic partnership with Elifab and Mat Exakta — companies within the Ellips Group — to deliver industry-leading sorting and packing technology for blueberries.
This landmark strategic partnership secures a strong long-term commitment from Fruitist to work with Elifab, Mat Exakta and Ellips to use their sorting, packing equipment and AI grading technology for packhouses in various countries around the globe. The partnership was forged by Steve Magami (Fruitist) and Fabricio Santos (Elifab/Mat Exakta) during The Global Produce and Floral Show in Anaheim, California.
First global project signed in Agadir, Morocco
We’re proud to share that the first project under this global commitment has officially been signed during the Morocco Berry Conference. This new installation in Agadir is scheduled for January 2026.
This milestone project accelerates the rollout of advanced sorting and packing technology in one of Fruitist’s key growing regions. It also showcases the immediate, hands-on value of this long-term partnership. It’s an honor to celebrate this moment together with the local Moroccan Fruitist team at such a key industry event!
About Fruitist
Fruitist is a premium superfruit brand setting a new standard for healthy snacking. Formerly known as Agrovision, the company launched Fruitist as its flagship consumer brand in 2020. Today, it’s one of the fastest-growing names in the global fresh fruit market. Driven by the insight that consumers are increasingly seeking better-for-you options, Fruitist is focused on providing premium, large “Jumbo” blueberries and other superfruits in convenient, on-the-go formats like Snack Cups. Through its fully integrated supply chain, Fruitist guarantees consistent quality, crunch, and flavor.
About Elifab
Elifab provides growers and packers with industry-leading grading and packing machines for blueberries, cherries, cherry tomatoes, and other soft fruit. Elifab offers the most gentle treatment possible of the fruit while delivering the highest throughput per sorting lane. Together with advanced Ellips AI Grading Technology, we make every fruit count. Protecting your quality standards and boosting profits, season after season.
A trusted partner to leading growers and (re)packers
Founded with Ellips in Spain in 2016, Elifab was created to meet the increasing global demand for grading machines that could handle small soft fruits. What started locally has now grown to more than 35 countries, with over 110 machines installed across 5 continents. Trusted by the world’s major growers and (re)packers. Delivering consistent results, batch after batch.
About Mat Exakta
Mat Exakta, Elifab’s direct partner, offers packing machines that take care of everything with minimal human intervention. It’s an automatic weighing and packaging solution that easily switches between different packaging materials and formats: punnets, shakers, buckets, and clamshells (like the Fruitist on the go snack cups, while ensuring precise lid placement and correct labeling.
About Ellips
Ellips is a global leader in vision and AI technology for fruit and vegetable grading. With over 35 years of experience and more than 3,500 grading systems in use for more than 19+ different produces.
Ellips helps growers, packers and farms worldwide maximize quality, efficiency and profitability. Its advanced AI software, True-AI, is trained on thousands of produce-specific examples gathered across multiple machines, seasons and varieties. This deep learning technology enables powerful defect detection by accurately identifying even the most challenging issues to reduce waste, lower labor needs and increase returns. True-AI delivers perfectly graded produce every time, regardless of batch quality or growing conditions, and automates complex grading tasks through an intuitive, self-learning system that is easy for every operator to use.
Want to know if this AI grader in something for you?
Your blueberry business is unique. It’s why every partnership we have with customers is different. With complex individual needs, business pressures, harvest characteristics and more. Our aim is to work closely with you to focus on what will work for your specific packhouse and maximize your return on investment.
