To ensure its long term and sustainable success in a highly competitive market environment, it is AGRANA's strategic goal to set itself apart from its competitors via continual technological optimisation and product innovations. On the one hand, AGRANA strives to optimise its production technologies, also as regards sustainability criteria, and on the other, the company collaborates with its clients to develop recipes, special products, and new uses for existing products.

In the fruit preparation division, research and development activity is concentrated on the innovation and competence centre in Gleisdorf|Austria. This research centre concentrates on developing innovative products and production techniques as well as conducting long-term research and development projects in order to provide AGRANA's internationally active clients with market-relevant solutions.