HK Horticultural Knowledge ltd was formed in 2011 by a group of ecophysiologists that work or have spent several post-doc years at the University of Bologna. Although quite different for interests and research expertises, the team shares a very strong passion for research in horticulture. The work carried out within the university programs provides HK’s staff strong skills in the planning and execution of research projects and in the analysis of the data. HK’s long-term objective is to bring innovation developed in the lab to the orchard, as much as possible! This is a time when great improvements in sustainability of fruit production systems can be matched with sustained production of top quality fruit. To make this happen is HK goal. HK is encouraging the adoption of precision horticultural tecniques as PerFrutto, thanks to its algorithms, Perfrutto combines Information Technology and Precision Agriculture in apple and pear orchards.