Companies that manage to intertwine tradition with innovation always stand out. Propagator Plantanova, dedicated to supporting Mexican exporters of tomatoes, peppers, and cucumbers, is now expanding its global footprint by planting new roots in the Netherlands.
For Pharis Rico, General Manager at Plantanova, the decision to open an international office at the World Horti Center in the Netherlands made perfect sense.
"By provoked coincidence, I found myself in the same vision moment with the right people," he recalls. "The convergence of opportunity and necessity, brought about by a period of crisis in our market, made the timing right."
According to Pharis, at the heart of this move were two very important figures: Sjaak Baker, an industry veteran with a wealth of experience from companies like Ridder, ISO Group, and Flier Systems; and Paula Rico, a multicultural young professional educated in the Netherlands - and Pharis's daughter.
"If we were to open an office in the Netherlands, the World Horti Center, the epicenter of horticulture in the heart of Westland, was the most logical place to be. One of our main objectives is to encourage the cross-pollination of ideas and expertise between Mexico and the Netherlands."
Before making the leap, Plantanova also formed an advisory board and welcomed Richard van de Waart to provide guidance on strategic direction.
Paula Rico, Pharis' daughter
Meeting today's demands, preparing for tomorrow's challenges
Plantanova's nursery is already well-equipped to meet the current demands of its customers. But Pharis sees deeper industry shifts ahead.
"We realize that the future needs and expectations of our clients, and their own end customers, cannot be fulfilled solely by the existing capabilities of plant propagators in the Mexican market," he says. "We are actively searching for experience, alternative solutions, and expertise that are not yet available locally."
This ambition to raise standards is not just about buying machinery or implementing new systems. "We were proud to be the first customer and the landing port in Mexico for many international companies. We want to continue playing that role, not just buying technology, but making it relevant and valuable in our unique context."
© Plantanova
Adapting Dutch innovation to Mexican realities
The Netherlands is often hailed as the world's hub of horticultural innovation. But as Pharis points out: "Dutch solutions need to be adapted to Mexican conditions."
It's not about replication, but translation. This duality defines Plantanova's vision of bridging cultures while honoring their differences.
"In my experience, the biggest obstacle that prevents sustainable, long-lasting, and successful relationships between Dutch and Mexican businesses lies in cultural differences and ways of doing business. In Mexico, we go for dinner at a nice restaurant for a business meeting with no fixed agenda. There is also no telling when the actual business conversation will start. In the Netherlands, when you try to do something similar, people will get offended that you don't respect their time. Partnering companies need to understand differences like this."
Through its Dutch office, Plantanova seeks to facilitate knowledge exchange, act as a trialing center, and create a launchpad for Dutch tech providers to access the Mexican market, and vice versa.
A holistic approach to sustainability
Looking ahead, Plantanova is doubling down on automation, energy, and water management. The company plans to install solar panels that will cover both its current and foreseeable electricity needs. It is also working on improving greenhouse insulation to enhance energy efficiency in a way that benefits plant health. Additionally, Plantanova is developing systems for rainwater storage, water recycling, and substantial water-saving measures as part of its broader sustainability efforts.
Plantanova is a strong believer in the Plant Empowerment philosophy, not just in cultivation practices, but as a company culture.
"Plant Empowerment is also people empowerment," Pharis says. "It was this approach to data-driven growing that attracted both my son and daughter to the family business."
Now embedded in the Plant Empowerment ecosystem, the Rico family is working closely with the technology providers and looks forward to develop a project with the authors of the method to adapt it specifically for young plant propagation in Mexico.
When talking about the current substrate shortage, he mentions it might be time to think that the future of the industry is not necessarily an organic route, but rather sustainable. "You know you have a problem when your substrate supplier calls you urgently to give notice about the peat shortages and that prices are going drastically up", he says. "But, I always say, 'sweet is the fruit of adversity', and I am excited for the results coming out of this challenge."
According to him, substrates can become man-made, and suppliers need to think outside the box. He elaborates about a company developing media that you can 3D print in your nursery using carbon, so it can be easily degraded after usage. Savings on CO2 emissions are also incomparable when it comes to traditional substrate-producing methods. He notes that the problem with trialling these new ideas is spreading the risk. "Growers are risk-averse, and everyone needs to jump in for something like this to work."
Collaboration as a business model
Hospitality and openness are central to Plantanova's philosophy. "We are an open company that believes in collaboration and open doors. We love to share what we do. Let's raise the standards together and build a stronger industry." And he's quick to encourage smaller companies to take their own leap into global engagement:
"Travel, develop relationships, attend world-class propagation seminars like Propagate! and Grodan's, enjoy different cultures, celebrate differences, and embrace change."
When asked about the role of technology, Pharis doesn't mince words: "Data, automation, and AI will be the difference between extinction and success."
But he's also clear that technology alone is not a silver bullet. "Plant propagation is a contact sport and an infinite game where marginal gains make a significant difference. Success in this arena is not achieved solely by investing in technology or facilities, but requires the strength of a dedicated and capable team."
He concludes with a favourite quote from his friend Rafael Pizarro: "Companies do not grow and mature because they invest in technology. Companies grow because their people mature and receive the right tools and technology."
For more information:
Plantanova
plantanova.mx
