On June 26, 2025, over ten companies from the fresh produce trade gathered at the 25hours Hotel Zurich West to look together into the digital future of the industry. Numerous CEOs and decision-makers experienced an afternoon full of inspiration, dialogue – and concrete approaches for the further development of their business processes.
The hotel, with its urban architecture, creative furnishings, and open atmosphere, provided the ideal setting for fresh thoughts and genuine encounters. The mix of design, comfort, and vibrancy perfectly reflected what the event aimed to embody: progress with personality.
Product Updates with Perspective
Tony Steinmann from CBT kicked things off by presenting the latest developments of the ERP system agris® – a merchandise management solution that has matured over decades and is consistently tailored to the fresh produce trade.
His presentation impressively showed: agris® is alive. The solution is continuously being developed – with a clear focus on user-friendliness, efficiency, and practical requirements from the trade.
Those who Aren’t Digital Lose Connection
In the second presentation, Stefan Ruf, CMO of ieffects, spoke about the increasing importance of digital customer relationships. His message:
Digital customers expect digital traders.
Ruf drew parallels to platforms like Digitec Galaxus, Brack.ch, Revolut, Uber, or Airbnb – companies that were conceived digitally from the start. The central insight: Those who don’t invest in their digital infrastructure risk losing touch.
Prototypes with potential – and an invitation to co-create
ieffects then presented four visionary prototypes that demonstrate how modern technologies can create concrete added value in the fresh produce trade:
- Voice Assistant – Speak recipes, directly order matching products
- Digital Delivery Note – Easily record complaints, directly into ERP or CRM
- Shop Landing Page – Marketing entry pages with direct shop connection
- Digital Market Report – Visual story format in the style of social media, directly in the trading app
For the further development of these solutions, ieffects, together with CBT, is looking for committed project partners from the trade. Those who join early not only benefit from an innovation advantage but also from reduced investment costs. Starting in August, ieffects will begin personal visits to interested traders to discuss concrete project approaches.
An Evening Full of Encounters
The event concluded with a joint dinner in the stylish ambiance of the hotel – Tavolata due. At long tables, people ate, laughed, and thought ahead together.
The atmosphere: collegial, courageous, open. The exchange: honest, on equal footing, and carried by the conviction that digitalization in the fresh produce trade is a collective project. The creative environment of the hotel contributed to new ideas emerging as naturally as personal connections.
ieffects founder Urs Marti was moved by the positive feedback from the guests:
“The echo from the participants shows us that we’re on the right path. We want to use this energy to continue thinking about the future together with our partners.”
Thank you to all who were there. We look forward to the next stage – together.
