Digitalization in Agroindustry: Moño Azul Optimizes Its Agricultural Processes with GeneXus
Moño Azul is an Argentine company dedicated to managing the entire process of growing, harvesting, and distributing high-quality fresh and organic fruits, including a variety of apples, pears, kiwis, and cherries.
The company was founded in 1961 in the Río Negro and Neuquén Valley, one of Argentina's most important regions for fresh fruit production, and is owned by Grupo Prima S.A.,, a holding company that brings together agroindustry and tourism businesses. It is positioned as the leading producer of organic fruit in the southern hemisphere and the largest exporter of fresh fruit from Patagonia (Argentina).
With an infrastructure that spans from planting and crop care to cooling, packaging, and distribution, Moño Azul reaches key markets such as North America, Northern and Mediterranean Europe, Russia, Asia, the Middle East, Latin America and the domestic Argentine market.
During the harvest season, which runs from January to May, the company employs over 3,000 workers, adding to its permanent workforce of 800 people. This massive logistics operation and the running of multiple facilities (known as packing houses) require efficient management and robust technology to handle the collection, processing, marketing, and distribution of the products.
The story of Moño Azul and its relationship with GeneXus is an example of how an agroindustrial company can adapt to technological changes and improve its competitiveness through cultural change as a result of digitalization. From the farms in Patagonia and Sierra de los Padres (Argentina) to global markets, technology has been a fundamental pillar of their success.
One of the most recent and notable achievements of Moño Azul's IT team has been the development of a mobile application called aBeepC , which has revolutionized data collection in the fields. The app’s name is inspired by bees, whose role in pollination is essential for agricultural production, much like how aBeepC has become crucial for the efficiency of production processes.
The app allows workers to record information immediately and accurately, even in areas with limited connectivity, thanks to its offline functionality.
In addition to the technological impact, a key aspect of this implementation has been the training of field personnel. Many workers, who were used to manual processes, were trained to use aBeepC, which not only improved their job performance but also gave them technological skills they now apply in their personal lives.
Mauro Canosa, CIO of Grupo Prima, comments: "The use of technology opened doors for employees to become familiar with mobile devices and digital tools, improving their ability to manage information and make faster decisions. We were pleasantly surprised by how well this new technology was received by the field workers."
The solution, developed with GeneXus 18, also includes a QR code functionality that minimizes manual data entry. Every fruit movement or activity log is associated with a QR code that is scanned, speeding up processes and ensuring data accuracy. This feature has been key to accelerating and automating tasks such as payroll settlement and logistics management across more than 1,200 hectares distributed across 30 farms, located up to 500 kilometers apart. Thanks to this technology, data can be collected in real time from anywhere.
Luis Suazo, head of the development team for Moño Azul’s primary production and packaging division, adds: "With GeneXus, we’ve been able to integrate multiplatform solutions that allow us to work in different environments, such as mobile apps and web systems, all connected to the same database. This gives us enormous flexibility to continue innovating and optimizing our processes."
Moño Azul has used GeneXus as its software development platform for nearly 30 years. From its first developments on version 3.0, the company has migrated and adapted its systems to new versions, always looking to make the most of the technological capabilities offered by the GeneXus tool suite.
Luis Suazo explains: "Historically, we started developing our internal system with GeneXus in version 3.0, and over the years, we evolved to version 18, which is what we use today for our mobile and web applications."
One key moment in this journey was the migration from version 8.0 to newer versions like Evo3, where the platform transitioned from DB2/400 databases to more modern SQL-basedstructures. This leap presented a considerable challenge, especially in managing the data structures, but Moño Azul's team successfully overcame it.
"The change wasn’t as chaotic thanks to the team’s accumulated knowledge and the proper support we received," says Luis. This process allowed the company to integrate new functionalities, improve user experience, and optimize workflows across all stages of production.
Moño Azul’s development team has also grown and evolved alongside GeneXustools. In the early years, the team included up to 12 developers, who were responsible for building the global knowledge base that today supports the company’s entire system.
Luis Suazo recalls: "Between 2005 and 2007, we had a large team of both internal and external developers to manage the development of all the modules. From the farm to commercialization and logistics, everything was integrated into a single knowledge base."
Over time, and once the core system was fully operational, the team was streamlined and reorganized, adapting to the new demands of the business and GeneXus version updates. Today, the systems team consists of two highly experienced in-house developers, supplemented by an external team of three senior developers.
Additionally, continuous training is key: "We’re committed to ongoing training and always strive to grow and improve," Luis emphasizes.
If you’re interested in learning more about use cases or exploring how GeneXus can help your company optimize or modernize its Legacy Systems don’t hesitate to contact our team, who will help you identify the best solution for your needs.
Visit our offices or contact us directly by email at hello@genexus.com for more information on how GeneXus can drive your company’s digital transformation.
With an infrastructure that spans from planting and crop care to cooling, packaging, and distribution, Moño Azul reaches key markets such as North America, Northern and Mediterranean Europe, Russia, Asia, the Middle East, Latin America and the domestic Argentine market.
During the harvest season, which runs from January to May, the company employs over 3,000 workers, adding to its permanent workforce of 800 people. This massive logistics operation and the running of multiple facilities (known as packing houses) require efficient management and robust technology to handle the collection, processing, marketing, and distribution of the products.
Innovative solutions with GeneXus
The story of Moño Azul and its relationship with GeneXus is an example of how an agroindustrial company can adapt to technological changes and improve its competitiveness through cultural change as a result of digitalization. From the farms in Patagonia and Sierra de los Padres (Argentina) to global markets, technology has been a fundamental pillar of their success.
One of the most recent and notable achievements of Moño Azul's IT team has been the development of a mobile application called aBeepC , which has revolutionized data collection in the fields. The app’s name is inspired by bees, whose role in pollination is essential for agricultural production, much like how aBeepC has become crucial for the efficiency of production processes.
The app allows workers to record information immediately and accurately, even in areas with limited connectivity, thanks to its offline functionality.
In addition to the technological impact, a key aspect of this implementation has been the training of field personnel. Many workers, who were used to manual processes, were trained to use aBeepC, which not only improved their job performance but also gave them technological skills they now apply in their personal lives.
Mauro Canosa, CIO of Grupo Prima, comments: "The use of technology opened doors for employees to become familiar with mobile devices and digital tools, improving their ability to manage information and make faster decisions. We were pleasantly surprised by how well this new technology was received by the field workers."
The solution, developed with GeneXus 18, also includes a QR code functionality that minimizes manual data entry. Every fruit movement or activity log is associated with a QR code that is scanned, speeding up processes and ensuring data accuracy. This feature has been key to accelerating and automating tasks such as payroll settlement and logistics management across more than 1,200 hectares distributed across 30 farms, located up to 500 kilometers apart. Thanks to this technology, data can be collected in real time from anywhere.
Luis Suazo, head of the development team for Moño Azul’s primary production and packaging division, adds: "With GeneXus, we’ve been able to integrate multiplatform solutions that allow us to work in different environments, such as mobile apps and web systems, all connected to the same database. This gives us enormous flexibility to continue innovating and optimizing our processes."
A 30-year journey with GeneXus
Moño Azul has used GeneXus as its software development platform for nearly 30 years. From its first developments on version 3.0, the company has migrated and adapted its systems to new versions, always looking to make the most of the technological capabilities offered by the GeneXus tool suite.
Luis Suazo explains: "Historically, we started developing our internal system with GeneXus in version 3.0, and over the years, we evolved to version 18, which is what we use today for our mobile and web applications."
One key moment in this journey was the migration from version 8.0 to newer versions like Evo3, where the platform transitioned from DB2/400 databases to more modern SQL-basedstructures. This leap presented a considerable challenge, especially in managing the data structures, but Moño Azul's team successfully overcame it.
"The change wasn’t as chaotic thanks to the team’s accumulated knowledge and the proper support we received," says Luis. This process allowed the company to integrate new functionalities, improve user experience, and optimize workflows across all stages of production.
Evolution of the Development Team
Moño Azul’s development team has also grown and evolved alongside GeneXustools. In the early years, the team included up to 12 developers, who were responsible for building the global knowledge base that today supports the company’s entire system.
Luis Suazo recalls: "Between 2005 and 2007, we had a large team of both internal and external developers to manage the development of all the modules. From the farm to commercialization and logistics, everything was integrated into a single knowledge base."
Over time, and once the core system was fully operational, the team was streamlined and reorganized, adapting to the new demands of the business and GeneXus version updates. Today, the systems team consists of two highly experienced in-house developers, supplemented by an external team of three senior developers.
Additionally, continuous training is key: "We’re committed to ongoing training and always strive to grow and improve," Luis emphasizes.
Drive your company’s Digital Transformation!
Moño Azul’s success story is just one of many examples of how GeneXus has transformed and empowered companies across various sectors through innovative technological solutions. From optimizing agricultural processes to integrating multiplatform systems, GeneXus continues to demonstrate its ability to adapt to the needs of each business, providing flexible and scalable tools that improve efficiency and productivity.If you’re interested in learning more about use cases or exploring how GeneXus can help your company optimize or modernize its Legacy Systems don’t hesitate to contact our team, who will help you identify the best solution for your needs.
Visit our offices or contact us directly by email at hello@genexus.com for more information on how GeneXus can drive your company’s digital transformation.