The general objective of Fruitania is to play the role of a catalyst by bringing different stake holders (i.e. fruit growers, clients, policy makers, universities, research centres, etc.) together and creating this way new commercial relationships, stimulating innovation, sharing knowledge and creating a local network with added value. This way Fruitania should become an exponent of a FRIS model, Full Regional Innovation System. Where knowledge users and knowledge developers work together in order to realize the required transformation by incorporating e-commerce and innovation into daily activities of the fruit growers.

Fruitania, will become the place for the fruit growers that want to find new clients and sell their products in new markets. On Fruitania, they will be able to find the list of new potential clients, information about relevant regulatory framework for a specific market, information about new trends, available support from public institutions, local and/or European and they will received the required commercial support.