The FruitValue project addresses the pressing need to enhance the competitiveness and sustainability of the Greek fruit production sector, particularly in Central Macedonia. This region holds a prominent position in global fruit production, excelling in peaches and kiwis. Despite this, the sector faces challenges in adapting to modern consumer demands and global market conditions. The project emphasizes the holistic utilization of fruits, especially second-grade produce, to create high-value products like bioactive compounds and natural sugars for food, supplements, and cosmetics. Leveraging innovative, green technologies in extraction and encapsulation, FruitValue integrates cutting-edge research with local agricultural strengths. Collaborative efforts include a private company and academic institutions specializing in food technology, green energy, and sustainability. Key outcomes include the pilot production of innovative products aligned with market needs, fostering employment, supporting local economies, and reducing waste. The project will also deploy advanced tools for environmental and techno-economic evaluation, ensuring a cradle-to-grave assessment of its methodologies. By doing so, FruitValue aims to position Greek fruit-based products as competitive players on the global stage, enhance regional innovation, and create sustainable, high-value supply chains.