In a context of increasing market demands and pressure on profitability, Walter Masman emphasized at CherryTech 2026 that fruit uniformity is no longer a desirable attribute, but a strategic necessity. During his technical presentation, the consultant explained that one of the main challenges for the business is achieving consistent quality within the orchard, minimizing variability between trees, branches, and productive areas.
Masman indicated that achieving this goal requires a much more precise understanding of the performance of each block. This involves understanding its productive potential, properly regulating the crop load, and standardizing the productive structure of the trees. “We need to know how each block behaves and how to homogenize the quality of trees and branches,” he explained.
The expert also underscored the technical role of consultants and growers in this process. In his opinion, one of the most important capabilities today is developing early and accurate diagnoses of the true potential of each production unit.
“We are the ones responsible for reading the tree,” he stated, even warning that the current context forces us to make difficult decisions, where in some cases it will be necessary to recognize when an orchard or farm has ceased to be economically viable and act accordingly.
We invite you to read the full interview.