Agrovision has appointed Jim Trahanas as chief technology officer, calling the appointment a rare move in the produce industry but one that underscores its deep commitment to technology-driven optimisation from farm operations to the produce aisle.
LA-based agtech company Agrovision sells blueberries, raspberries, and blackberries under its Fruitist and Big Skye brands.
It operates countries like Peru, Mexico, Chile, Morocco, Egypt, India, China, and the US, while exporting to markets worldwide, and is investing in advanced technology to enhance the consumer experience, drive premiumisation and extract deeper insights to increase predictability of harvest.
Trahanas joins Agrovision from McKinsey & Company, where he served as Associate Partner and CTO for the firm’s Chemicals & Agriculture practice. During his tenure with the firm, he led large-scale technology transformations across Fortune 100 companies, overseeing more than 500 engineers, data scientists, and product teams to drive over $1 billion in impact.
He also worked closely with early-stage agtech companies, shaping growth strategies and evaluating cutting-edge robotics, analytics, and software products for private equity clients.
With over 16 years of experience leading technology teams and driving global engineering and analytics transformations, Trahanas will lead the expansion of Agrovision’s technology strategy, harnessing data, computer vision, autonomy, and predictive analytics to deliver a premium consumer experience, increase predictability, and drive efficiencies.
New technology helps fuel Agrovision’s obsession with the product, Trahanas told AgTechNavigator. “Our berry level data collection fuels predictive analytics which drive decision making across our value chain, ensuring we deliver berries of the highest quality, consistently year-round,” he explained.
“I am particularly excited about near-term technology advancements in computer vision and automation which unlocks a step-change in AI-driven analytics. I also sense that we’ll see an advancement in robotics and other hardware related technologies emerge which can create an opportunity for increasing precision.
“What’s most important is that with all of our technology we focus on the mission of delivering the same superior taste and freshness with every pack of Fruitist berries as we grow.”
“Technology is reshaping the fresh food category, and Agrovision is at the forefront of that transformation,” added Steve Magami, co-founder and CEO of Agrovision.
“As we scale our operations and expand our retail partnerships, Jim’s leadership in analytics and automation will allow us to continue delivering consistent, high-quality superfruits to customers everywhere. His expertise will be key in optimizing the end-to-end consumer experience—from harvest to store shelves—ensuring Agrovision remains a trusted leader in premium snacking."
Unicorn status
Over the past year, Agrovision has hit significant milestones. In August 2024, it secured $100 million in equity financing, led by Aliment Capital and other investors, valuing the company at over $1 billion.
It has also acquired Chile’s ZurGroup to expand into premium cherries and secured a $400 million credit facility to support expansion and innovation.
“Agrovision has built an incredible foundation, integrating technology at every step to create a smarter, more responsive food system,” added Trahanas.
“I’m excited to bring my experience, spanning multiple technology domains, to further scale Agrovision’s technical capabilities across predictive analytics, automation, and digital infrastructure.
“The potential to unlock new insights from our data and turn them into industry-leading innovations is immense, and I look forward to working with the team to accelerate this next phase of growth.”
