Every year, millions of tonnes of perfectly edible fruit are lost before they ever reach consumers. Sometimes it is picked too early. Sometimes too late. Sometimes it simply isn't handled according to its true quality.

For Dr Daniel Pelliccia (also known as Daniele), optical physicist and entrepreneur, solving problems like this is exactly where physics belongs.

As Director of Instruments & Data Tools and CEO of Rubens Technologies in Melbourne, Daniel develops optical imaging, spectroscopy and machine learning technologies that help industries make better decisions from complex data. His startup, Rubens Technologies, has developed a spectroscopy-based scanner that measures fruit quality before harvest, helping growers reduce waste and make smarter decisions about harvesting, storage and distribution.

"I like the idea of using scientific knowledge and principles to improve processes and reduce inefficiency," he says. "In many cases that's incremental progress, but sometimes the goal is much bigger. At Rubens, the aim is to reduce waste throughout fruit production."

Physics wasn't always the obvious path

"My interest started fairly late in high school," he says. "I happened to cross paths with a great science teacher who shared the joy of finding things out."

Originally intending to become an engineer, Daniel enrolled in a physics degree at Sapienza University of Rome, expecting he might later switch courses. Instead, physics quickly captured his imagination.

"As soon as I started, I realised being a scientist or researcher would be pretty cool."

He completed both a Masters and PhD in optical physics, studying how light interacts with matter before continuing his research in Germany and later Australia. His work focused on advanced optical imaging and spectroscopy, areas that continue to underpin his career today.

For many years, academia seemed like the natural destination

"I enjoyed research for the intellectual freedom to explore new ideas," he says. "At some point I thought academia was going to be my career."

But when research opportunities came to an end, he faced an unexpected crossroads.

"Moving from academia to entrepreneurship wasn't something I'd planned," he says. "It was difficult and frustrating at times because all my previous experience and qualifications weren't particularly valued outside academia."

Rather than viewing the change as a setback, Daniel treated it as another problem to solve. He learnt new skills, immersed himself in industry challenges and focused on understanding where physics could make a tangible difference.

"It took time," he says. "But I learnt how to identify problems I was actually in a position to solve."

Today his work combines physics, machine learning and entrepreneurship. At Instruments & Data Tools he develops optical systems for imaging and spectroscopy alongside machine learning models that extract useful information from complex datasets. Industries ranging from pharmaceuticals to food production rely on these technologies to improve quality control and business processes.

Despite no longer working in a traditional research environment, physics remains central to everything he does.

"The most important skill physics teaches is the ability to make models of reality," he says. "To understand how something works, you develop simplified models based on fundamental principles and then test them. That approach is incredibly valuable well beyond physics itself."

It is a way of thinking that shapes technical decisions, business strategy and even everyday problem-solving.

Lifelong learnings

Alongside running two companies, Daniel continues contributing to education through blogs and webinars that help others apply machine learning to spectroscopy. He is particularly excited by the rapid evolution of optical sensing technologies, as techniques once confined to laboratories become practical tools for industry.

For students considering their own future, his advice is to embrace opportunities beyond traditional career paths.

"Be open to other fields of research or development," he says. "Genuine advances are often the result of multidisciplinary collaborations."

Looking back, he believes one lesson stands above all others.

"Don't be afraid of change."

Physics gave Daniel far more than technical expertise. It taught him how to simplify complexity, test ideas and confidently step into unfamiliar territory. "Physics got me here by giving me the foundational skills to take leaps outside academia."

Find out more about Daniel and his work

• Python for spectroscopy
• Companion website to my book (written with David Paganin).
• Google Scholar

This article was first published in August 2026, as part of the AIP's #PhysicsGotMeHere series, featuring some of the career pathways that have been made possible by a physics degree.