Fresh direction for Kynetec

March 28, 2025 | 5 Min read
Kynetec, a global leader in data, analytics and insights in agriculture, animal health and nutrition has announced the acquisition of Freshlogic, a premier provider of data-driven insights and market intelligence in Australia's horticultural and fresh food industries.

Kynetec, a global leader in data, analytics and insights in agriculture, animal health and nutrition has announced the acquisition of Freshlogic, a premier provider of data-driven insights and market intelligence in Australia's horticultural and fresh food industries.

This strategic acquisition marks a significant expansion of Kynetec's capabilities in the horticultural sector, reinforcing our commitment to delivering unparalleled insights and innovative solutions throughout the food supply chain.

By integrating Freshlogic's specialised knowledge of the fresh food sector with Kynetec's global presence and advanced data analytics, there is a unique opportunity to broaden the geographic coverage for both real-time data and trend forecasting across the fruit and vegetable value chain. 

Value for the Horticultural Sector 

The acquisition of Freshlogic will bring several key benefits to the horticultural sector, including:

1. Deeper market understanding: 
The combination of Freshlogic'sin-depth expertise in the Australian fresh food market, through its people and THRUchain platform, which integrates 18 proprietary datasets with public domain data, and Kynetec's global reach and technology expertise, will provide clients with a richer perspective on market trends, consumer behaviour, and supply chain dynamics.
Together, this partnership will enable more informed decision-making and strategic planning for our clients.

2. Advanced data analytics: The combination of Kynetec’s state-of-the-art data analytics platforms with Freshlogic’s access to data sets that are unrivalled for their accuracy, timeliness and completeness, will o er more sophisticated trend analytics and forecasting, helping businesses anticipate changes and adapt strategies proactively.

3. Broader geographic coverage: Freshlogic’s strong presence in Australia complements Kynetec’s global footprint, allowing for expansion of services and insights across new regions, particularly in Asia-Paci c markets, which are increasingly critical for horticultural exports.

4. Innovation in Horticulture: The combined forces of Kynetec and Freshlogic will drive innovation in the horticultural sector, enabling R&D teams and research institutions to leverage data to create new products, services, and solutions tailored to the unique needs of the industry, fostering growth and sustainability.

Peter Berweger


Commenting on the acquisition, Peter Berweger, chief executive at Kynetec, says the increasingly dynamic and volatile nature of the fresh food market, places greater importance on accurate, granular, real time market information.
“Bringing Freshlogic into Kynetec marks another step forward in our strategy of data and analytics value creation for our clients and the industries we serve,” he says.“Freshlogic is the definitive source for accurate and timely market information and insights for the horticultural sector in Australia.

“We look forward to exploring opportunities to better serve the horticultural community, not just in Australia but around the world.”

Martin Kneebone

Managing director at Freshlogic, Martin Kneebone, adds joining Kynetec is an exciting step for his company and its clients.

“We have always been driven by a passion for understanding the fresh food sector, and now, with Kynetec’s global resources in terms of people, technology and innovation, we look forward to the new opportunities this partnership will bring, providing even deeper insights and more innovative solutions,” Martin says.

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