Launched in March 2025, FreshPrice® is a business intelligence tool tailored specifically for professionals in the fruit and vegetable sector. Its mission is to help users anticipate critical shifts in the market. At a time when fully AI-driven solutions are becoming increasingly common, FreshPrice has deliberately chosen a hybrid model. Its creator, Michaël Sanchez Escriva, explains why.
"Giving decision-makers a head start by revealing early signals that often go unnoticed"
FreshPrice is designed for operational players in the industry—greengrocers, buyers, sellers, producers, brokers, wholesalers, and more. The tool helps decision-makers get ahead by detecting early signals that are often missed until it's too late. In practice, subscribers receive timely, clear, and actionable alerts based on a cross-analysis of both economic and structural indicators. "FreshPrice is not a traditional market watch. It's an anticipatory reading method for professionals who don't have time to read everything but still want to stay ahead. While others gather information, FreshPrice cross-references it, filters it, and delivers it before it becomes obvious to everyone," says Michaël Sanchez Escriva. The tool adapts in real time to events in the field, origin-related tensions, promotional campaigns, and disruptions caused by weather or logistics.
A structured, proven, and ever-evolving methodology
"Each FreshPrice alert is the result of a cross-reading of 65 business indicators, grouped into eight main categories: weather, origin, volumes, quality, logistics, distribution, consumption, and weak signals. Alerts are delivered via WhatsApp or email in a standardized format that includes: the observed context, activated signals, short-term business impact, and a user-profile-specific interpretation." But Michaël is clear: "I'm not telling users what to do—I'm showing them what they need to see, at the right moment. Each person remains fully responsible for their own decisions." (At this time of year, FreshPrice® alerts mainly concern: Stone fruit (cherries, apricots, peaches, nectarines, plums); Summer fruit (melons, watermelons, grapes); Summer vegetables (tomatoes, peppers, courgettes, aubergines, cucumbers); Leafy vegetables & salads (lettuce, batavia, romaine, young shoots); Alliaceae & pulses (garlic, onions, shallots, potatoes); Citrus fruit (covered in late season: Orange, lemon, mandarin, pomelo); Red fruit (monitored on an ad hoc basis or request: Strawberry, raspberry, blueberry). "This structure allows us to focus on products directly impacted by the season, supply tensions, promotional cycles, or weather warnings. Other product categories can be activated as needed, based on on-the-ground developments or specific user requests."
On May 16, FreshPrice issued alerts concerning cherries, apricots, peaches, and nectarines from Spain (Murcia, Extremadura), France (Southeast), and Italy (Puglia). "This alert was triggered by localised thunderstorms in parts of Spain, harvest delays in both Spain and Italy, a quicker-than-expected ramp-up in French orchards, and—most importantly—confirmed pressure on certain sizes in high demand by retailers. Specifically, FreshPrice® identified: shifting supply origins, weather-related harvest delays, climate instability, visible damage/cracking, and pricing/logistics stress. The outcome: a high-risk arbitrage window between weeks 21 and 24, quality-price gaps within the same origin, and volumes too low to stabilize the market."
A hybrid model where human expertise remains central
Apps and software powered by artificial intelligence are transforming every sector, including agriculture. Yet while some tools rely entirely on AI, FreshPrice® has opted for a hybrid approach, where human judgment is still the foundation. Unlike many emerging solutions based solely on predictive models or AI platforms, FreshPrice uses an AI engine to gather and sort visible signals. But the majority of the work—interpretation, cross-analysis, and formulation—remains human. AI contributes about 25% to each alert. The rest comes from expert insight. This blend is what allows us to detect and make sense of complex, often ambiguous signals that automated systems typically miss.
For example, field rumors (informal talks between buyers, subtle hesitations from suppliers), non-linear buying behaviors (pattern shifts that don't show up in data or spreadsheets), micro-logistical changes (delays, slowdowns, last-minute flow adjustments), or blurred perception indicators (oversaturation of a product on shelves, emerging new origins, quiet decline in a particular size or variety). These signals are rarely quantifiable, but they can trigger real chain reactions on the ground: supply repositioning, sudden halts, overstocking, or changes in trade strategy. This is where FreshPrice comes in, at the intersection of intuition and execution, by turning hazy market noise into clear, actionable alerts."
FreshPrice enters a new phase of targeted rollout
From the start, FreshPrice intentionally focused on a test group of 100 users in order to refine and validate the method in real-world conditions, without chasing media buzz or rapid growth. The analytical framework has since expanded from 43 to 65 indicators. The service is already used weekly by independent greengrocers, buyers, brokers, wholesalers at wholesale markets (MINs), and producers across France, Spain, Portugal, and Italy. Now, FreshPrice® is entering a targeted rollout phase, with plans to onboard 250 new professionals in France and Europe over the coming weeks. The goal: to make this strategic tool more widely available in the field, without compromising on rigor, clarity, or neutrality. And customer feedback, whether positive or critical, is always seen as constructive and directly feeds into the evolution of the service.
For more information:
Michaël Sanchez Escriva
Founder - Field analyst
Fresh Price
Tel: +33 (0) 7 82 44 16 74
[email protected]
www.freshprice.io