A significant proportion of fresh products either does not reach the market due to quality deterioration or reaches the consumer in poor condition raising concerns about marketing and public health. Latest advances in sensing and communication technologies in agriculture and agri-food supply chain, facilitate traceability, monitoring the products throughout the whole supply chain, starting from in-field production and through all steps of transportation, processing, and marketing. In this work, an IoT-based web and android-based platform is proposed which will monitor and guarantee the quality of the fresh products through a traceability system. The system supports enhanced communication between sellers and traders and includes all the significant steps from the farm to the storage, processing, packaging, transportation and placement at the store's shelf and the final receiver, the consumer. Thus, this work contributes with new knowledge, providing an overview of the design of integrated system for advanced traceability of fresh produce.