GreenTech Americas
21 - 22 - 23 March 2023

GreenTech Americas 2022 | Register your free visit


Much more than an exhibition

Finding new ways to share knowledge and best practices has never been more important in the world of horticulture technology. GreenTech Americas is more than just an exhibition, it’s the global meeting place for horticulture professionals.

Join us on 27 - 28 - 29 April 2022 at Querétaro Centro de Congresos, in Mexico!


Conference programme

Attend and update your knowledge, listening to high-level national and international expert voices showing the current status of horticulture in Mexico and the rest of the Americas in the different Strategic Content Programmes aimed at Growers & Entrepreneurs and the launch of two Masterclasses with academic specialists on topics relevant to horticulture.

The conference programme is not for free.


Wednesday, April 27th | Strategic programme for producers

09:20 hrs

Opening Message

José Navarro General Director, Tarsus México
Mariska Dreshler, Director Horticulture, GreenTech Amsterdam

Wilfred Mohr, Ambassador of the Netherlands in Mexico

Location: Experimental Theatre - Querétaro Centro de Congresos

Export freighter

​09:30 - 11:00 hrs

Horticulture in a digital world - new platforms

Digital innovation must be part of the life of our businesses, in this segment we will present some of the innovations available to the horticultural entrepreneur.

Why collecting, digitizing, storing and analyzing data from your crop is important:
• How digitizing (capturing data from your crop and saving it) your pest management program can help reduce your costs and increase efficiency;
• Why it is important to track data in your growing operation such as pest infestations, biologicals, C02 levels, heat, humidity and light (PAR) and how knowing this information can help you grow better and become more profitable;
• Yield Assessment - the newest digital tool that will help you with fruit count, colour assessment and future production.

Saber Miresmailli, CEO, Ecoation

Integrated Plant Centric Greenhouse Operation for Optimal Financial Performance:
• Different greenhouse crops require specific plant ecosystem for optimal plant performance in example DLI.
• Update on progress Big Data and Artificial Intelligence as applied to autonomous greenhouse control and crop yield prediction.
• Enabling pro-active versus reactive crop management supporting optimal financial performance.

Sjaak Bakker, Managing Director, Ridder Group


Mauricio Manotas, Chief Revenue Officer, Ecoation

GreenTech Americas

11:00 - 11:30 hrs

Opening Ceremony GreenTech Americas Exhibition


11:30 -11:45 hrs

Coffee Break


Tomato robot help

11:45 - 13:15 hrs

The sustainability of horticulture, for the sustainability of the industry

Beyond a game of technicalities, it is to realize that no industry can continue without considering the commercial, economic, social, cultural and environmental aspects in a responsible and comprehensive manner. We will analyze a current business vision where competitiveness is synonymous with sustainability.

Juan Pablo Andrade, Agribusiness Manager, Grupo Bimbo
Julián Candanosa, Director of Engineering and Technology, NatureSweet
Rubén Quintero, Science and Technology Commission, ANEFA


Erik J. Plaisier, Agricultural Counsellor for Mexico and Cuba Agricultural Office Ministry of Agriculture, Nature and Food, Embassy of the Kingdom of the Netherlands

Greenhouse data and administration

13:15 - 14:15 hrs

Management & Engineering in the optimization of irrigation systems

Water resources are not only vital for agricultural productivity; they are also an essential part of the profitability of the operation. Let's analyze the issue of water not only as technicians, but above all as a benefit for production.

Jelle Boeters, Sales Manager, Filclair
Niels Schellingerhout, Business Development Manager Mexico, Moleaer Inc.


Kyle Lisabeth, Vice President of Horticulture,Silver Bullet Water Treatment

14:15 - 15:30 hrs

Lunch time


Hand holding plant

15:00 - 18:00 hrs


Leadership in high performance teams

The protected agriculture industry is at a crossroads; on one hand, leaders are responsible for guaranteeing the productivity and efficiency of their work teams. On the other, to inspire them to give their best as people, for the benefit of their community and the planet. In this masterclass they will be provided with some tools to better fulfill their mission.

The grower (and team leaders from other areas of the company) as a guide, champion, coach and catalyst for their work teams.
Emotional connectivity, the secret of an intelligent team.
Align human talent with the mind and heart of the company.

Raúl González, Full-time professor and General Director Advisor, CEICKOR
Camelia Lamadrid, Professor and Academic Coordinator, CEICKOR

Agriculture fields

15:30 - 17:00 hrs

A tour towards new opportunities in alternative crops

Diversification is the fountain of youth for agricultural businesses, let's take a tour of different business models, perhaps money can be in more colors.

Barthélémy Richel, Richel Americas General Director, Richel Group
José Luis Bustamante, President, Aneberries
Federico Martínez, President, Consejo Mexicano de la Flor


Homero Ontiveros, Director, Agtech América

Digital horticulture

17:00 - 18:00 hrs

THERMAL THRESHOLD IN TRIPS: A factor to consider for greenhouse management

Why is temperature considered the most influential abiotic factor in arthropod pest population dynamics? We will establish which of these parameters can potentiate or affect arthropod pests. As a case study, we will consider trips (Thysanoptera), especially in greenhouse crops. Thus, temperature becomes so powerful in the management of these pests that there are global control strategies that take them into account in the different phytosanitary treatments.
Edison Torrado, Expert Entomologist, Natura Vision presented by Ludvig Svensson

New biological solutions for pests in pepper crops

The area under pepper cultivation in Mexico is expanding. Biological pest control is a technologically and economically viable reality. However, disruptive pests such as the pepper weevil make its application difficult. Learn about the beneficial agent that helps to control this important pest in the greenhouse cultivation of peppers.

Alfonso Torres, General Director, Koppert Mexico


Francisco Alberico, Director Comercial, Distribuidora de Sustratos Agrícolas

Thursday, April 28th | Strategic programme for entrepeneurs

Modern greenhouse

09:30 - 10:30 hrs

Key customised technology for protected agriculture

Optimal technology is a tailor-made suit, however, innovations are continually overcoming challenges and generating better alternatives. This is a dynamic industry, so we will take a look at the 'state of the art' in protected agriculture.

Technologies for Increasing Greenhouse Productivity:
• Automation and Control
Irrigation and Climate Control, Irrigation Water Pre-treatment and Recirculation, Activities and Labor Management.
• New Technologies
LEDs, Digital Monitoring-Diagnostic Systems and Robotics.

Luis Jorge Villarreal, Managing Director, Metaliser

Building Business Processes to Get the Most from Innovation

  • Farming and the agriculture supply chain is extremely complex while constantly changing and becoming more competitive and challenging. Today, there are thousands of technologies (our company keeps a database of over 4,000) which can help businesses become more efficient, agile, gain better data-driven insights, and increase profitability and sustainability. The questions become “where do we start?”, “how do I better use the data and tech we already have today?”, “how do we identify and measure the actual business value of innovation?”, “how do I get my people excited and build a culture of constant improvement”. 
  • You will be guide through the step-by-step processes which his teams have identified by working with hundreds of farmers around the globe to create successful, industry leading companies. He will highlight challenges, opportunities, tools, and resources to identify and gain immediate business impact while preparing your organization to constantly optimize for years to come.

Aaron Magenheim, CEO & Co-Founder, Growers Insight


Joel Hernández, President, SMEAP

Led lighting for crops

10:30 - 11:30 hrs

Development of the Protected Horticulture Market in Mexico; Global Oportunities

Facing the unprecedented world events, which have brought about unexpected changes in the global economy, favoring consumption trends and the perception of totally atypical and different priorities. We need to recognize that the rules of the game have not only changed, but to understand these new trends and re-evaluate the market.

Georgina Felix, Director of Operations and International Affairs, Fresh Produce Association FPAA

Alfredo Díaz Belmontes, General Director, AMHPAC


Oscar Woltman, Operations Manager, Hortigen

​11:30 - 12:00 hrs

Coffee break


Vertical crops

12:00 - 13:00 hrs

Lessons learned - Business success stories

Round table where some successful cases of business strategies are discussed, which will help giving key points to overcome challenges of the moment.

Challenges in the evolution of a family business
Ahmed Chaín, Managing Director, Invermex

Dutch technology, applied to Mexico

Fernando Alfaro, General Manager, Stolze México


Homero Ontiveros, Director, Agtech América

Tomato robot

13:00 - 14:00 hrs

NG 2.0 (Next Generation 2.0)

Jeff Joudrey, Technical Advisor, Grodan

Sustainable Solutions for Hydroponic Growing

Arjan van Leest, Product Management & Commercial Projects Coordinator, Jiffy Products International


Ricardo Martínez, Managing Director & Founder, Asesores en Invernaderos

14:00 - 15:30 hrs

Lunch time


Modern greenhouse

15:00 - 18:00 hrs


Crop balance: a key element in protected agriculture production

The correct balance of the crops has direct relevance to their productivity. There are different ways, strategies, and methods to achieve a good balance. In this masterclass we will review climate, irrigation, and cultural work techniques to achieve this and, at the same time, we will explain some important physiological processes in plants, because by understanding these processes, technical decision-making is more oriented toward good results.

The grower will understand the importance of balance in crops and how it plays an important role in their profitability.
The most important physiological processes in plants and how these processes interact to achieve a good balance will be reviewed.


Félix Tarrats Zirión, General Director, CEICKOR and CEICKOR University Center

Fermín Barberena, Director of the Nursery and Special Projects, CEICKOR University Center

Vertical crops

15:30 - 16:30 hrs

New Models of Profitable Commercialization

Financiamiento a las actividades hortícolas en México, productos y servicios de FIRA

Artemio Vazquez, Director de Medio Ambiente, Pesca y Redes de Valor, FIRA

The use of technology for risk reduction in fresh produce exports

The marketing of fresh produce involves the risk of not obtaining a return on investment, especially when there are not adequate partners and channels to generate profitable, secure and transparent transactions. The arrival of new technologies in the industry is allowing the generation of new marketing models, which are more profitable and allow for a fair price, guaranteed payment, the development of a value chain, social responsibility and care for natural resources.

Olmo Axayacatl Bastida, Agroexport Specialist, ProducePay


Eric Viramontes, President & Director, VISER Proyecta

Led lighting for crops

16:30 - 17:30 hrs

Integrating New Technologies for High Productivity

Use of internet, electronic and mobile devices in the control of protected crops.
Daniele Spagnol, CEO & Owner, Spagnol SRL

Benefits of supplemental lighting and LED technology in controlled environment agriculture.
Michael Hanan, Director of Commercial Agriculture Sales, Fluence


Federico Aguilar, Sales and implementation Manager, Latin América,

Friday, April 29th | Strategic programme for entrepeneurs & producers

Flowers grow in light

09:00 - 10:00 hrs

Plant nutrition - Micronutrient management

Iodine, the recently discovered plant nutrient
• Iodine is present in 82 plant proteins, which are necessary in fundamental biological processes, for root growth, maintenance of photosynthesis, balance of its carbohydrate metabolism and fruit and seed setting.
• How to predict iodine deficiency in a crop and what are the options for supplying the right dose of iodine under practical field conditions, both in soil and in hydroponic systems.

Felipe Garziera, Global Market Development Manager, SQM International N.V

Micronutrients for Technified Agriculture

• Micronutrients form part of the essential elements for crop nutrition (Mengel and Kirkby, 2001; Epstein and Bloom, 2004).
• Each element independently is involved in specific metabolic functions in plant cells. Therefore, it is important to know the functions of each micronutrient (Marschner, H. 1998), the visual deficiency symptoms when tissue levels are not adequate (Epstein and Bloom, 2004), the forms in which they are available in crop media, the amounts required by some crops, the sources and the most appropriate forms for their application in technician agriculture.

Hugo Rubilí Roblero Ramírez, Technical Development Manager, Greenhow


Jesús Arévalo, General Director, Intagri

Greenhouses from above

10:00 - 11:00 hrs


Pharis Rico, Managing Director, Horticonnect NL

Ben Sosef, General Manager, Royal Brinkman Mexico

Jasper Verhoeven, Disinfection and Hygiene Products Specialist, Royal Brinkman / HortiHygien

Marc Knulst, Business Development Director, Mprise / Agriware

​11:00 - 11:30 hrs

Coffee break


Tomato grower

11:30 - 12:45 hrs

Tomato brown rugose fruit virus (ToBRFV).
An emerging pathogen: strategies focusing on prevention

Daniel Leobardo Ochoa Martinez, Professor & Researcher, Head Phytopathology Specialty - Colegio de Postgraduados

Innocuousness in the greenhouse

Maximiliano Dorantes, Technical Director Micro Prime

Rémi Maglione Co-founder Harvest Genomics

Jasper Verhoeven, Disinfection and Hygiene Products Specialist, Royal Brinkman / HortiHygienz


Juan Enrique Labastida, Marketing Specialist, Enza Zaden Mexico

Tomato grower

12:45 - 13:15 hrs

Life after ToBRFV

Ron Peters, Consultor, ToBRFV


Hugo Escoto, Strategic Project Manager, Finka

Flowers in greenhouse

13:15 - 14:30 hrs

Exchange of experiences in the management of the TOBRFV

Ron Peters, Consultant, ToBRFV

Ernesto Machorro, Pest and Disease Manager, Finka

Rafael Pizarro, Director, Natura Quality Foods

Alfredo Díaz Lara, Professor & Researcher, Tec de Monterrey, Campus Querétaro


Hugo Escoto, Strategic Project Manager, Finka

Flowers grow in light

14:30 hrs

Closing remarks


Theme Pillars

Plan your day to maximise your time at GreenTech Americas. The trade show focusses on four main themes in horticulture, that are grouped together for your convenience. You will find presentations, products, services, innovations and solutions as follows:

The changing weather conditions but also the rapidly evolving Technology and R&D solutions have a huge impact on the growing and further developed of crops.

The Crops theme at GreenTech Americas offers innovative tools and gives you insides in the solutions as well as inspiration for new crops and is a must-stop for every grower.

In the agricultural industry energy constitutes a large part of the operating expenses, especially in the horticultural business. Additionally, energy production and supply form an important source of income, and more and more initiatives around this theme are being launched.

GreenTech Americas strongly focuses on the theme 'Energy', providing ample opportunity to share and gain knowledge and make new business contacts.

Water is the source of everything. Without water there is no life and growth. Unfortunately, the scarcity of water means soil salinity is increasing. Water is the primary requirement for plant growth.

GreenTech Americas aims to assist your organisation in successfully marketing your innovations and promoting your new solutions in the field of water. 

Like in many industries people are the driving force in horticulture. At GreenTech Americas we focus on human capital development and how new technologies can drive the industry forward.

These technologies include robotics, internet of Things (IoT) and artificial intelligence (AI). Other topics under this umbrella are education and bringing new and young talent into the industry.