Aug 3, 2015

By: Rick Stein, Vice President, Fresh Foods, Food Marketing Institute  
Drone Delivery

I used to worry when I bought my fruits and vegetables that they may have been bruised from being bumped around in the carton or maybe when the clerk stocked them. Would the bruise show up once I got home, even though I didn’t notice it when purchasing? Nothing ruins a good banana or peach more than biting into a bruise spot. I’d spend time picking out my fruits and vegetables because I know my taste and the look and feel of what I want.

According to the recent Power of Produce research, I’m not alone in this careful selection of produce behavior. The report finds that in the produce purchasing decision, appearance and ripeness are more important than price for shoppers. I can relate. I love New Jersey Beefsteak tomatoes—that crunch when you bite into a slice of it. If the tomato is too soft, I don’t care for it. Same with apples—are they new crop, fresh crop or older? Does the apple have a crunch or a soft mealy feel? I have my preference and I know how to pick out what I want. I am sure most people have their own taste profile.

I have come to learn the quality of the product is influenced by how it is handled. Did the product stay in proper cold chain? Did the person stocking it drop the case in the back room prior to putting it out? How about the ride on the truck from the supplier to supermarket?  Was it a bumpy road, did cases fall over during transit? Transportation companies work to make sure they do everything they can to insure the quality of product is maintained during its ride from the farm to the back door of your local grocer. It’s taken years and years to improve the capabilities in transportation to get where we are today.

Now imagine a drone navigating the skies, and avoiding other drones as it darts through the skies while holding its precious cargo—my peaches, my bananas, my apples and my precious tomatoes on board.  Think of the trust you will need to have in that someone who selected your produce properly to begin with, then carefully packaged it. Now, think about trusting that a drone was able to drop it at your doorstep with no impact to quality.

I believe in technology and innovation. I also know with time and trial, improvements come and processes get better. But I think until technology can overcome people’s desire to select their own fruits and vegetables, a “star wars” drone delivering my precious produce is a long way off.