Dive Brief:

• Legend Holdings, the IT giant best known as the parent of Lenovo, the world's largest maker of personal computers, is expanding rapidly into fruit imports/exports in the Asia Pacific.
• The company, run by tech mogul Liu Chuanzhi, has invested roughy $164 million in recent moths in its new Joyvio Group. The plan is to turn Joyvio into a force throughout the produce industry -- from production to processing to retail.
• Joyvio has been buying up blueberry and kiwi farms in Chile and China. The company is also said to have secured export deals with some U.S. growers. 

Dive Insight:

From what we've seen of Joyvio, things are about to change in the produce game. By tapping into Legend's substantial expertise in IT -- particularly in how it relates to logistics, traceability, etc. -- we'd expect Joyvio to become one of the world's most efficient fruit shippers very, very soon. In addition, we're fascinated by Joyvio's ideas about introducing IT-style techniques into crop production, We're looking forward to seeing data on how small farms perform under ODM standards.