GreenTech North America opens with CEA discussions and cautious market sentiment

GreenTech North America officially opened yesterday at the Pennsylvania Convention Center in Philadelphia. The event welcomes growers, breeders, technology suppliers, researchers, and industry leaders from across the United States and Canada for two days of innovation, knowledge exchange, and networking focused on the future of Controlled Environment Agriculture (CEA).

© Eelkje Pulley | FloralDaily.comNew faces at Agrolux! Matt Bonavita and Mike Eaton joined the team recently.

© Eelkje Pulley | FloralDaily.comTeam Prospiant showing different greenhouse types

© Eelkje Pulley | FloralDaily.com
GreenV team present at the event

Cautious investment climate
The first edition of the event unites 110 exhibitors on the trade show floor. Conversations with them and with other visitors point to a cautious investment climate in large parts of the North American greenhouse industry.

New developments in the US itself are still taking place, but large-scale projects are less common than in previous years. Crop choice is another part of the discussion. Interest in controlled-environment production of leafy greens continues, while the economics of greenhouse-grown tomatoes and other fruiting vegetables remain more challenging in markets where Mexican or Canadian production can offer lower production costs, a more quality, stable supply, or both. Global uncertainty, market conditions and the economics of competing with imports are among the factors being considered when companies evaluate new investments.

© Eelkje Pulley | FloralDaily.comThe official launch ceremony featured speakers including Pennsylvania Secretary of Agriculture Russell Redding, Ambassador of the Kingdom of the Netherlands in the USA Birgitta Tazelaar, GreenTech Global Director Horticulture Mariska Dreschler, historical reenactor Benjamin Franklin, and host of the day Henry Gordon-Smith. Together, they marked the beginning of a new international platform dedicated to advancing innovation, collaboration and sustainable growth in the North American horticulture industry.

Growers insights
On the opening day of GreenTech North America, growers shared insights on the future of controlled environment agriculture. Paul Sellew (Little Leaf Farms), Abby Prior (Cox Farms) and David Einstandig (Mastronardi) discussed key trends, challenges, and opportunities during the session “The State of the CEA Greenhouse Industry in North America.”

Later, Octavio Perez (Nature Fresh Farms) shared practical strategies for artificial lighting management to boost greenhouse yields, while Serdar Mizrakci (Element Farms) explored how growers can drive profitable growth in the hydroponic leafy greens sector.
Together, these sessions provided attendees with firsthand perspectives from some of North America’s leading greenhouse growers.

Click here for the Conference Program.

And don’t forget to pick up your free Greenhouse Guide at our stand near the entrance!

© Eelkje Pulley | FloralDaily.com

Exhibitor list: