The work aims to propose a new fruit and vegetable transportation vibration isolation box device with compact and efficient spring-roller-ball negative stiffness mechanism based on the quasi-zero stiffness vibration isolation technology, so as to avoid the damage and value decline caused by vibration in fruit and vegetable transportation. Firstly, the structure of vibration isolation system of quasi-zero stiffness for fruit and vegetable transportation was designed based on the parallel connection of spring-roller-ball negative stiffness mechanism and vertical positive stiffness spring; Secondly, the static characteristics were analyzed, and the stiffness characteristics of the nonlinear vibration isolation device were deduced; Finally, based on the motion differential equation of the fruit and vegetable transportation system model, a Simulink simulation model was established to study the dynamic vibration isolation characteristics of the new transportation vibration isolation system under level-C road excitation. The research results showed that the vibration isolation device may have the quasi-zero stiffness with high static stiffness and low dynamic stiffness near the balance point through reasonable design of structure parameters. Compared with the corresponding linear system, the peak to peak value of vibration displacement and the RMS value of acceleration of the new transportation vibration isolation system decreased by 29.3% and 97.3% respectively under level-C road excitation. The vibration isolation efficiency of the new fruit and vegetable transportation system with reasonable design is superior to that of the corresponding linear vibration isolation system.