Froots is an agritech startup developing deep-tech innovations for quality in agricultural produce. Through their solutions, AgriQ and IPhy, they digitize procurement and automate quality assessment across the value chain, fostering data-driven, inclusive growth infrastructure. AgriQ.ai simplifies quality testing and management, while IPhy uses imaging and AI to assess physical and internal grain quality during the processes of growing, storage, processing, and sale, thus generating a digital quality footprint. By using statistical process control and digital recording of quality parameters, Froots improves the price–quality linkage and transparency, envisioning a future where farmers grow right, suppliers trade right, and consumers eat right.