Nice Tech (Nice Fruit)

About Nice Tech (Nice Fruit)

Nice Tech, also known as Nice Fruit, is a food technology company that has developed a disruptive, 100% physical process to freeze and thaw produce while maintaining its original organoleptic properties. The company's origins trace back to a research and development project that began in 2003 with the UPC (Universitat Politècnica de Catalunya) and a company named Fenoexit. The initiative was spearheaded by Jose María Roger, an entrepreneur who serves as the founder and president of Nice Tech. Roger began founding companies at a young age and has a diverse entrepreneurial background, including starting the first windsurfing school on the Costa Dorada.

The core of Nice Tech's business is its proprietary freezing technology, which is protected by industrial secrecy. This process picks fruits and vegetables at their peak ripeness and, unlike conventional freezing that causes water particles to expand and break cell walls upon thawing, Nice Tech's method allows these particles to expand without causing damage. This results in a defrosted product that retains its texture, flavor, appearance, and nutritional value, as if it had never been frozen. The technology is purely physical, utilizing no chemicals or additives. This approach addresses significant challenges in the food industry by extending the shelf life of perishable goods, reducing food waste at the source, and simplifying logistics.

Nice Tech operates on a B2B model, forming strategic partnerships with major global food producers. Its business strategy involves establishing production plants in key agricultural regions. For instance, it has partnered with Del Monte in the Philippines for pineapples, Leomain Agricol in Morocco for citrus, La Unión in Almería for vegetables, and Corporativo La Viña in Mexico for avocados. These collaborations allow Nice Tech to process produce at the origin, preserving freshness and minimizing waste during transportation, as only the edible portions are shipped. The company serves various sectors, including the food service industry, and its products are distributed through partners like La Rousse Foods in Ireland.