‘Planting seeds for the future during GreenTech’

GreenTech Amsterdam once again proved to be the ideal platform for business meetings this year. Meetings that often lead to valuable collaborations. Two participants and one partner of GreenTech Amsterdam share their success story and explain why they attend the International event every year.

At GreenTech, ‘PURE’ represents clarity and purpose in crop production. It’s about skilled professionals working with care and responsibility, applying well-considered methods within controlled environments that ensure consistency, transparency, and trust. We spotlight what truly drives innovation in horticulture. In the GreenTech monthly newsletter series, we’ll explore ‘PURE’ from multiple perspectives, bringing you fresh insights, trends, and technologies shaping the future of growing.

Grodan is the global market leader in stone wool substrate solutions for professional greenhouse horticulture. For over 55 years, the company has been helping growers cultivate their crops more efficiently, sustainably, and predictably. “We do this not only with high-quality substrates, but also with data, sensor technology, and cultivation expertise,” says Lieke van Stekelenburg. “With our Precision Growing approach, we support growers in optimizing water, nutrient, and energy use, while simultaneously working towards high and consistent production.”

Opportunities of tomorrow

Since the very first edition of GreenTech, Grodan has been present as an exhibitor. Over the past few years, the company has seen the trade fair grow into one of the most important international meeting places for the greenhouse horticulture sector. “And we are proud to have been part of it from the start. GreenTech brings the international horticulture sector together in one place. It is a unique opportunity to meet existing business relations, make new contacts, and discuss the challenges and opportunities of tomorrow. In addition, the event offers an excellent platform to present innovations and exchange knowledge with growers, partners, and other stakeholders in the sector.”

According to Van Stekelenburg, the strength of GreenTech lies in the combination of innovation, knowledge sharing, and international networking. “Visitors come not only to view products, but primarily to exchange ideas and look ahead together. For us, it is a valuable opportunity to engage directly with growers and industry partners, gather market needs, and discover what developments are taking place within and outside our traditional markets. Success is not just about the number of visitors at the stand; it is primarily about the quality of the conversations. If we have strengthened existing relationships, established new contacts, and gained valuable insights that contribute to future innovations and collaborations, then we consider our participation a success.”

From conversation to project

GreenTech was often the starting point for conversations that later developed into long-term collaborations, Van Stekelenburg indicates. “A great example is the various technology partners with whom we collaborate today in the fields of data, sensors, and climate control. The initial introduction to these partners took place during GreenTech, after which discussions developed into concrete projects and integrations that help growers manage their crops even more precisely. These collaborations have led to innovative solutions in which expertise from various disciplines comes together. For growers, this means better insights, more control over the root zone, and support for data-driven cultivation decisions. For the partners involved, it offers the opportunity to combine complementary knowledge and technologies and jointly create more value for the market. GreenTech thus often acts as a catalyst for innovation and collaboration within the sector.”

Increase yields

Svensson is also a GreenTech participant from the very beginning. The company specializes in climate technology for greenhouses and supports growers in making the greenhouse climate work effectively. “As the grower’s climate partner, we combine experience, expertise, and practical guidance to arrive at the best solution for their specific situation together with the grower,” says Clarinda Gros. “At Svensson, we stand alongside the grower to understand their challenges and support them both before and after installation. As a pioneer in the field of climate screens and with a growing portfolio of climate solutions for greenhouse horticulture, Svensson helps professional greenhouse companies worldwide to reduce risks and increase yields.”

At GreenTech, Svensson is primarily present to meet international growers. However, almost all Dutch installers and greenhouse builders are also present at the trade fair, parties with whom Svensson collaborates closely. “It is therefore certainly also a great platform to catch up with our customers while enjoying a cup of coffee from our barista.” According to Gros, GreenTech is an ideal place for branding. “You speak to people who are actively looking for solutions or products. At GreenTech, we can showcase our brand to the target audience. In addition, networking with the sector is a major added value. We meet our customers, partners, and also the competitors. In this way, you see what others are doing, what developments are taking place, and where the market is heading. That helps with strategic choices. The primary goal of our participation is, of course, to generate new leads and customers. Less easy to measure, but certainly also important, is strengthening existing relationships.”

Planted a seed

During the recent edition of GreenTech Amsterdam, Svensson once again managed to make valuable contacts. “Joris Vermonden, our consultant from Belgium, had a pleasant conversation at the fair with a potential grower for the future. He comes from the region in Belgium where table grapes were traditionally grown. This entrepreneur is looking for ways to make cultivation profitable again using today’s technology and knowledge. Perhaps, therefore, another seed has been planted here for the future…”

A partner with whom GreenTech has been working for many years is AVAG. AVAG is the association of the Dutch greenhouse construction and technology. The Strategic Trade Fair Program, coordinated by AVAG and carried out in collaboration with the Ministry of Agriculture, Fisheries, Food Security and Nature, the Netherlands Enterprise Agency (RVO), the Municipality of Westland, Dutch Greenhouse Delta, World Horti Center and GreenTech, plays an important role in strengthening international connections. By showcasing the collective expertise of the Dutch horticultural sector, the program promotes the Netherlands as a global partner in sustainable food, flower and plant production and stimulates long-term partnerships and new business opportunities. The connections made during GreenTech Week provide a strong foundation for future collaboration and sustainable horticultural development worldwide, says Annie van de Riet, Chair of AVAG. 

Throughout the week, international delegations from all over the world gathered in the Netherlands to exchange knowledge, explore innovations and discuss the future of food production. These delegations included growers, investors, policymakers, government officials and ministers, all eager to connect with the innovative heart of Dutch horticulture. They were invited by the partners of the Strategic Trade Fair Program (SBP), a public-private initiative that showcases the Dutch approach to sustainable food, flower and plant production and stimulates long-term international collaboration.

GreenTech Week was not only about showcasing innovations, but above all about creating meaningful connections. Through roundtable discussions, networking events, company visits and meetings on the GreenTech exhibition floor, international visitors engaged directly with Dutch businesses, knowledge institutes and government organizations. The NL Lounge at GreenTech served as a central meeting place throughout the week, offering a dynamic program of knowledge sessions, presentations and networking opportunities. It provided a platform for international delegates and Dutch stakeholders to connect, exchange insights and explore opportunities for collaboration. 

Growing demand CEA

One of the key observations was the growing international demand for integrated solutions rather than standalone technologies. Delegations increasingly expressed interest in approaches that combine technology, cultivation expertise, data, education and long-term partnerships. At the same time, the week highlighted the value of bringing people together. New connections were established, existing relationships strengthened and conversations initiated that will continue well beyond GreenTech Week. This integrated approach continues to be one of the defining strengths of the Dutch horticultural sector. Van de Riet: "The growing international interest in Controlled Environment Agriculture is a logical response to the challenge of feeding a growing world population, finding solutions to climate change and safeguarding food security in an increasingly complex geopolitical landscape. We are proud of the innovations our companies have presented to help address these challenges. GreenTech Week 2026 confirmed that the Netherlands remains a trusted international partner in Controlled Environment Agriculture. More importantly, it showed that addressing global challenges such as food security, water scarcity and climate resilience requires collaboration across borders.”