Citri&Co and ORTH today announced a partnership bringing agricultural AI into the daily decisions behind global fruit production. The agreement follows a successful pilot at Citri&Co’s Peruvian subsidiary, Safresco, where ORTH demonstrated significant value in supporting agronomic teams and strengthening how they plan, analyse and act.
“Agronomic expertise has always been one of our greatest strengths, but its impact depends on how precisely we apply it, field by field, season by season, decision by decision. ORTH gives our teams far more insight than ever before, from field conditions to historical performance, and helps them turn it into timely, targeted action. It lets us apply our agronomy with a level of precision that simply wasn’t possible before, and take what we learn on one farm to every farm we operate.”
Carlos Blanc, CEO of Citri&Co
With more than 33,000 hectares in production and over one million tonnes of fresh fruit supplied annually to more than 70 countries, Citri&Co brings international scale to this next chapter of agricultural innovation. Its adoption of ORTH places the group at the forefront of applying AI to the expertise, productivity and responsiveness of its people.
At the centre of ORTH is a mission: giving the land a voice. The platform combines signals from the field, the memory of previous seasons and operations, and agronomic judgment in one place. It connects what is happening now with what has happened before and what it means for the next decision.
“Agriculture holds an extraordinary amount of knowledge, but too much of it has remained difficult to access at the moment of decision. ORTH makes that knowledge usable. With Citri&Co, we are bringing this capability into a global fruit business where stronger decisions can have an impact across countries, crops and seasons.”
Hassan Fayed, Founder and CEO of ORTH
For Citri&Co, this extends the capacity of its teams to capture and analyse far more information, recognise emerging issues earlier and act with greater precision and timeliness. Knowledge that once depended on an individual’s availability or time spent piecing together records becomes accessible when and where it is needed. Agronomists and managers can devote more of their expertise to improving crop performance.
The implications reach beyond individual farms. Better decisions about water, nutrients and crop protection can improve resource efficiency, protect fruit quality and reduce avoidable losses. For a business supplying fresh fruit across international markets, these improvements support a more reliable supply of nutritious food, connecting agricultural productivity directly to food and nutrition security.
The partnership marks a significant step in agricultural AI becoming part of how major producers run their businesses. Citri&Co is building an organisation where every team can benefit from a broader base of knowledge, and where experience gained in one field can inform better decisions across the business.
About Citri&Co
Citri&Co is the leading vertically integrated fresh fruit group in Europe, offering conventional and organic citrus, melon, watermelon, table grapes and stone fruit grown in fields across Spain, Peru, South Africa and Brazil. The company commercializes over 1 million tonnes of fresh fruit annually.
About ORTH
ORTH is used by more than 300,000 growers worldwide, supporting decisions across crop nutrition, crop protection, irrigation and quality management. Over 50% of ORTH users say they now consider it their primary source of agronomic decision making, while over 73% reported it has helped them improve their yields, avoid losses and improve quality.
Media and partnership enquiries: press@askorth.com
