In the latest installment of our “Key Business Outlooks 2025” series, Steve Raskin, Chief Sales Officer, Optimum Sorting, offers a look at the forces driving change in the potato processing sector. Learn about the hurdles faced in 2024 and how the industry is preparing for a dynamic 2025. Expect thought-provoking insights and forward-thinking strategies.

Potato Business: Considering the market volatility, supply chain disruptions, energy costs, and workforce scarcity, what does this past year look like for your company when you draw the line?

Steve Raskin, Chief Sales Officer, Optimum Sorting: This past year we’ve focused on building stronger supplier relationships, diversifying our sourcing strategies and implementing cost-effective energy solutions to mitigate external pressures. Additionally, we’ve invested in automation and upskilling our workforce to address labor shortages, ensuring we remain agile and competitive. The result is a year marked by significant achievements: we expanded our market presence, enhanced our product offerings, and strengthened our operational foundations.

What are your expectations for next year, keeping in mind the legacy of 2024, but also the current challenges?

Building on the momentum of 2024, where we achieved over 20% growth despite significant global challenges, our outlook for 2025 is optimistic and firmly on track to achieve a further 25% growth. This expectation is grounded in our continued investments in innovation, operational efficiency, and customer-centric solutions. Our focus remains on driving sustainable growth, expanding into new markets and delivering the highest value to our customers.

How do you estimate the market will evolve and what is your priority list for 2025?

We anticipate that the market in 2025 will continue to evolve rapidly, driven by increasing demand for precision, efficiency and sustainability across industries. We will continue delivering high-quality solutions that meet and exceed market expectations, ensuring reliability and performance remain at the core of everything we do. Second, we aim to expand our footprint in strategic markets, where demand for innovative sorting technologies is surging, leveraging our expertise to address region-specific needs.

Where did the growth opportunities come from and what is the most important lesson you have learned in recent times?

By serving a wide range of industries – from food processing to recycling and beyond – we’ve built resilience against market-specific downturns. Similarly, our targeted expansion into high-potential regions has allowed us to capitalize on emerging opportunities while mitigating risks tied to localized disruptions. The most important lesson we’ve learned in recent times is the value of adaptability and foresight in rapidly changing environments.

What strategies are you implementing to maintain a competitive edge in an increasingly saturated market? How do you prioritize your investments versus your R&D efforts?

We prioritize understanding our customers’ unique needs and delivering tailored solutions that add measurable value to their operations. By building strong partnerships and offering exceptional after-sales service, we ensure long-term customer satisfaction and loyalty. To stay ahead, we are investing in cutting-edge technologies and innovation. Our R&D efforts are laser-focused on developing advanced optical sorting solutions that address current and future market demands, such as enhanced precision, energy efficiency, and sustainability.

What was unexpected in 2024 and how did it impact your business?

One unexpected yet highly positive development in 2024 was the growing trust and confidence from our existing customers, who not only continued to rely on our solutions but also entrusted us with larger, more complex projects. These larger projects allowed us to showcase our capacity to handle scale and complexity, further reinforcing our position as a trusted leader in the market.

Which are the most important drivers of change for your business in 2025? How do you plan to prepare for them?

The most important drivers of change for our business in 2025 include the continued trust and demand from our most valued customers, as well as the ongoing need to navigate supply chain dynamics, energy costs, and labor availability.

To prepare for these drivers, we are focusing on three key areas: Strengthening Customer Partnerships, Investing in Innovation, Operational Resilience.

By aligning our strategy with these priorities, we are well-positioned to thrive in 2025, delivering value to our customers while driving sustainable growth in a dynamic market.

What would you like to see happening in 2025 for your stakeholders and business environment (in terms of policy, regulations, and market) in order for your business to thrive more?

In 2025, we would like to see a business environment that fosters innovation, supports sustainable growth and encourages collaboration across industries. Specifically, we hope for the following developments: 1. Supportive policies and regulations: clear, consistent and innovation-friendly policies that encourage investment in advanced technologies and sustainability; 2. Focus on workforce development: programs and initiatives aimed at up-skilling the workforce in high-tech industries; 3. Market growth and collaboration: Continued emphasis on fostering partnerships and collaboration across industries, ensuring that innovation meets real-world needs while creating shared value for all stakeholders.

What is your vision for the industry over the next five years, and how does your company plan to contribute to its growth?

We anticipate advancements in AI and machine learning will redefine sorting accuracy, while the industry’s focus will continue to shift towards energy-efficient and environmentally sustainable solutions. Optical Sorting’s role in supporting circular economies will grow. Our ultimate goal is to help shape an industry that is smarter, more sustainable and capable of addressing the complex challenges of the future, while ensuring our customers thrive in an increasingly dynamic market.