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2 December, 8:00–10:00am (PST) 11:00am–1:00pm (EST) 5:00–7:00pm (CET)

"Optimal production and profit in horticulture no longer at odds with sustainability"

Optimal production, quality, and profit in horticulture are no longer at odds with sustainability and the efficient use of energy, water, and nutrients. Surprisingly, the key to this solution is provided by nature itself. The only thing we have to do is stimulate and support the natural growing power of our plants by creating the optimal conditions for growth. This requires a cultivation method that aims to manage the crop’s three balances: energy, water, and assimilates. This way, plants are enabled to become strong, healthy, resilient, and efficient, which results in high production and quality in a sustainable and profitable way.

Growing by plant empowerment
This cultivation method is called: 'Growing by Plant Empowerment'. This is an integrated approach, based on plant physiology and physics, that monitors all relevant growth factors by applying sensors and objective observations. As a result, strategies and decisions can be derived from reliable data instead of 'green fingers' and feelings. Watch the one-minute video on the approach here.

This also enables the application of Data-Driven Growing techniques, such as Artificial Intelligence, to further optimize both yield and efficient use of resources. Furthermore, it speeds up the learning curve for young growers, as well as experienced growers and consultants.

Many growers are already benefitting from the improved results by applying the new insights and methods of Plant Empowerment. They observe better growth and production, fewer pests and diseases, and water and energy conservation.

Virtual workshop The Netherlands Diplomatic Mission Network in Canada, in partnership with Hoogendoorn Growth Management and Plant Empowerment, is organizing a virtual workshop on Plant Empowerment.

This 2-hour interactive workshop will bring together growers and industry experts already implementing the Plant Empowerment approach in Canada and the Netherlands, as well as knowledge institutes and government representatives from both countries.

Speakers will elaborate on the concept and role of plant empowerment, and address some of the key challenges Canadian and Dutch growers are facing, as well as the opportunities for enhancing Dutch-Canadian collaboration. There will be several breakout discussions during the event based on the specific interests of the audience. The workshop will be closed with establishing concrete goals and follow-up for continued collaboration.


  • Henk Snoeken - Consul General of the Netherlands in Vancouver
  • Diederik Beutener – Canadian Trade Commissoner Service
  • Pieter Kwakernaak – General Manager Hoogendoorn America
  • Peter van Weel – Systems Developer for Greenhouse Production
  • Dr. Fadi Al-Daoud - Greenhouse Vegetable Specialist at Ontario Ministry of Agriculture, Food and Rural Affairs
  • Paul Selina – VP Applied Research at Village Farms Intl Inc.
  • Guido van het Hof – General Manager at Great Northern Hydroponics
  • Moderator: Jeannette den Boer, Manager Sustainability a.i. at Royal Lemkes, Project Manager Plant Empowerment

Want to join? Please click here to register.

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