Takeaways From GreenTech 2025

A Recap of Attendance, Technologies, and Global Partnerships Showcased in Amsterdam

GreenTech Amsterdam 2025 was held from June 10 to 12 at RAI Amsterdam, with organizers reporting over 11,800 visitors and 550 exhibitors from 41 countries. According to figures provided by GreenTech, this year’s event saw increased participation from growers, breeders, investment firms, and retail professionals.

The program featured more than 80 sessions and 200 speakers across six thematic theaters focused on topics such as artificial intelligence, robotics, crop intelligence, retail, and health. Organizers noted that all theaters remained consistently attended, reflecting continued interest in technological developments and sector-wide collaboration.

Mariska Dreschler, Director Horticulture – GreenTech Global, stated:
“This year’s edition of GreenTech Amsterdam truly showcased its international appeal, with visitors from 120 countries. The top five countries represented were the Netherlands, Germany, the United Kingdom, South Korea, and Canada. We had the honor of welcoming delegations from 42 nations such as the Kingdom of Saudi Arabia, Mozambique, and Egypt.”

GreenTech also reported 47 entries for the Innovation & Concept Awards. Additional program highlights included dedicated sessions such as Dutch Grower’s Day and Power Day, which focused on data and AI. Organizers noted these sub-events were introduced to attract targeted professional groups and support specialized knowledge exchange.

GreenTech Awards Announced

Concept Award Winner: ViewNetic

The ViewNetic team receiving their award

Product: ViewNetic Platform

The ViewNetic system is designed to shift crop protection from reactive to preventive strategies. It uses AI to monitor individual plants, detect threats early, and provide actionable recommendations.

Jury statement: Egon Janssen noted that ViewNetic represents a shift from sample-based scouting to individual plant monitoring. The jury recognized its potential to contribute to lower chemical usage and named it the 2025 Concept Award recipient.

Innovation Award Winner: Skytree

Camille Hanna, VP of Sales (Left) & Rob van Straten, Chief Executive Officer (Right) after winning the Innovation Award. Image taken by Sepehr Achard during Greentech

Product: Skytree Stratus
Skytree’s Stratus unit is a modular Direct Air Capture machine intended to enable on-site CO₂ generation from ambient air, potentially reducing reliance on conventional CO₂ supply chains.

Jury statement: Janssen stated that Skytree’s solution addresses a key component in sustainable cultivation. The jury emphasized the company’s development progress, business model, and stakeholder engagement.

Robotics Developments
Several robotics solutions were introduced, many still in the testing phase with anticipated commercialization timelines around 2026. These technologies aim to support repetitive horticultural tasks such as:

  • Harvesting

  • Leaf cutting (e.g., cucumbers and tomatoes)

  • Transplantation

Examples of showcased technologies included:

  • HarvAI by TTA ISO

  • 4X Robotics

  • Viscon’s EVA

  • SAIA Automated Growing Systems

  • EllePot’s propagation system

Vertical Farming and Greenhouse Integration

An increase in integrated models combining vertical farming with greenhouse systems was noted. Solutions aimed at propagation and climate optimization were presented by companies including Green Simplicity, and AVF+.

Breeding for Controlled Environments

Multiple companies are focusing on furthering the development of crop varieties suited to CEA environments, with efforts targeted at optimizing fruiting crops in particular.

Regional Focus and Market Observations

North America & LATAM
These regions remain key targets for commercial expansion, particularly in greenhouse solutions. Several exhibitors referenced market demand consistent with trends highlighted in our recent U.S. market reports, with particular interest in areas such as Ontario and British Columbia in Canada and the North Central region of the United States.

Corenthin (Felix) Chassouant with Harnois Greenhouses indicates: “There are currently two significant trends: low-tech field-scale projects and very high-tech development, with historical open-field key growers like VegPro moving toward a glasshouse system solution entirely made in North America. Right now, the two main crop types are soft fruits and leafy greens.”

Europe
While European companies and initiatives were present, some exhibitors expressed a cautious approach toward expanding their operations in the region due to market uncertainties and cost sensitivities.

For a more detailed examination of the European market landscape, including vertical farming integration, investment trends, and regional dynamics, readers can explore the newly released 2025 European Indoor Farming Report.

Middle East
The region attracted increased attention during GreenTech 2025, particularly following the announcement of 27 agreements and memoranda of understanding (MoUs) signed between Saudi and Dutch companies. These agreements, representing investments exceeding SR428 million (approximately USD 114 million), aim to support the development and localization of modern technologies in the environmental, water, and agricultural sectors. The signing ceremony was attended by Saudi Deputy Minister of Environment, Water, and Agriculture Eng. Mansour Al-Mushaiti, alongside Dutch government officials and business leaders. Multiple exhibitors also highlighted ongoing and planned projects in the region.

South-East Asia
The market is evolving quickly, but we currently see a consolidation of key players, especially in Malaysia and Singapore. In Singapore, we are seeing a development of new high-tech greenhouse solutions in lowland conditions, but the agronomic part is still quite challenging, especially for Northern hemisphere varieties. In Vietnam, the COVID-19 impact is starting to disappear, but the market has weakened. The coming commercial war with the USA and China could reshuffle the deck as it did with Trump's first term: https://horti-generation.com/review-of-5-years-spent-in-the-greenhouses-industry-in-southeast-asia/

Geopolitical Context
Ongoing discussions included concerns around trade policies and their potential impact on global supply chains and cross-border technology deployment.

Some of the people we’ve interviewed during Greentech