Clarifresh

About Clarifresh

Clarifresh, formerly known as Clarifruit, provides a software-as-a-service (SaaS) quality control platform for the fresh food supply chain. The company was co-founded in 2018 by CEO Elad Mardix, COO Avi Schwartzer, and CTO Ruby Boyarski. Schwartzer, who had a background in software QA automation at HP and a family history in agriculture, conceived the idea after being unable to find an adequate tool to assess fruit quality. Mardix previously led technology investment banking for JPMorgan in APAC and the U.S., while Boyarski served as a VP of R&D.

The company's main offering is an AI-powered platform that standardizes and automates the quality inspection process for fresh produce, which has traditionally been manual and subjective. The system consists of two main elements: a mobile application for inspectors and a cloud-based management dashboard for managers. Using a smartphone's camera, the mobile app leverages proprietary computer-vision technology to automatically analyze external attributes of fruits and vegetables, such as size and color. The platform can also integrate with third-party devices to measure internal attributes like sugar content (Brix) and firmness. This data is uploaded to the cloud in real-time, providing managers with analytics and actionable insights to make data-driven decisions.

Clarifresh aims to reduce waste and improve profitability for all stakeholders in the fresh produce supply chain, including growers, wholesalers, marketers, and retailers. By creating a standardized, objective process, the platform helps match produce quality to buyer specifications, thereby reducing rejections. The business model is based on a monthly SaaS subscription. In January 2025, the company rebranded from Clarifruit to Clarifresh to reflect its expanded focus on all fresh food categories and launched a self-onboarding platform targeting small and mid-sized businesses (SMBs). Major clients include Dole, Zespri, SanLucar, and Pink Lady. The company has raised over $15 million in funding, including a $12 million Series A round in late 2022.