World Food Day 2024 and the push for digital food systems

World Food Day 2024 highlighted the FAO theme of the right to diverse, nutrient rich diets that are affordable, accessible and safe. The European Innovation Council used the occasion to profile AGRIVI, a Croatian agri tech company that coordinates ROBI, an EIC Accelerator Challenges project. AGRIVI positions its software as a tool to boost food safety, transparency and productivity by connecting farmers, input manufacturers and retailers through digital services and AI driven advisory tools.

Why the EIC and AGRIVI are focusing beyond the farm

AGRIVI's core argument is that improving how farmers produce is necessary but not sufficient. To address food safety and the need for traceability from seed to shelf, AGRIVI aims to digitalize every level of the agri food value chain. That includes providing field level insights, enabling manufacturers to deliver tailored advice and giving retailers traceability tools that can be surfaced to consumers. The ROBI project therefore frames itself as a chain wide digital infrastructure rather than a single farm app.

What the technology promises and how it is meant to work

At the centre of ROBI is an AI driven agronomic advisory platform built on AGRIVI's decade of experience in farm management software. The system integrates crop and pest knowledge, product information for crop protection inputs, and regulatory constraints. It delivers real time field insights for growers, risk detection for pests and diseases, and regulatory guidance tailored to EU and country specific rules. For retailers the project promises QR code based traceability so consumers can see quality and lifecycle information about produce.

Scale and impact claims and a reality check

AGRIVI and the EIC describe multiple potential benefits including higher productivity, improved food safety, reduced post harvest waste and lower pesticide use that could improve soil health and biodiversity. Those outcomes are plausible. However they depend on the quality of data inputs, model performance across diverse agro ecologies and whether farmers and supply chain actors actually adopt the platform at scale. Regulatory complexity, local extension capacity and connectivity constraints in rural areas also influence whether AI driven guidance will translate into measurable outcomes.

Recent developments and deployments

A notable commercial deployment took place after AGRIVI signed a partnership with the Barbados Agricultural Development and Marketing Corporation on 4 September 2024. Under that agreement AGRIVI made its agronomic advisor available to every farmer in Barbados via a 24 7 WhatsApp channel. The move illustrates two strategic points. First, the company is pursuing low friction access routes to reach farmers in markets with high WhatsApp penetration. Second, it shows a focus on both larger commercial growers and smallholders.

Funding, partnerships and recognition

AGRIVI has attracted investment from a mix of public and private funds including South Central Ventures, the Croatian Bank for Reconstruction and Development, Fil Rouge Capital and AgriTech Hub. The company also gained recognition inside the EIC system. Founder and CEO Matija Zulj was named an EIC ambassador at the EIC Summit on 8 December 2022. ROBI itself benefits from EIC Accelerator Challenges support which is targeted at companies with innovations that could create or disrupt markets in areas of strategic relevance.

Technical and operational challenges to watch

Bringing AI into farming and the broader agri food chain brings several practical challenges. Farmers need reliable localised data to make model outputs useful. Remote sensing and weather data can be helpful but they do not replace detailed ground truthing. Interoperability with other farm management tools and hardware is critical if farmers are to avoid redundant systems. Data governance, privacy and ownership are also important especially when commercial partners and retailers use producer data. Finally, delivering benefits to smallholders requires not just technology but training, trust building and often complementary finance options.

Where ROBI fits inside EU innovation policy and funding

ROBI is funded under the EIC Accelerator Challenges programme. The EIC supports high risk high reward innovations and offers blended finance that may include grants and equity like investments. EIC backing gives projects access to coaching and European networks which can accelerate market entry. However EIC endorsement does not guarantee commercial success. The agri tech market is fragmented across many countries with different regulatory regimes and farming systems which complicates scaling.

Implications for farmers, retailers and regulators

If ROBI and AGRIVI achieve meaningful adoption the benefits could include better aligned agronomic plans, clearer traceability signals for consumers and more targeted use of crop protection products. Retailers seeking to assure consumers about provenance may welcome QR enabled traceability but they will need to verify the integrity of the underlying data. Regulators may find digital tools useful to monitor compliance but must also consider how traceability systems interact with existing audit and certification regimes.

What to watch next

Key indicators of success will include measurable reductions in crop losses, documented decreases in unsanctioned pesticide use, demonstrable improvements in post harvest loss, and credible third party verification of traceability claims. Wider adoption will depend on integration with existing extension services, the availability of localised models and sustained investment in rural connectivity and digital skills.

For more technical detail about ROBI and its intended impacts consult the CORDIS project page and EIC materials. The information in this article is compiled from EIC communications and public sources and should not be interpreted as the official view of the European Commission or other organisations.