Aiding growers in everything from data to decisions

As greenhouse projects worldwide continue to scale up, growers and investors are increasingly looking for reliable partners who help them reduce risk and make confident decisions. During GreenTech Amsterdam 2026 and its High Tech Weeks, fruit and vegetable breeding company Rijk Zwaan demonstrates how care, collaboration and data‑driven insights come together to build robust greenhouse business cases.

"By connecting data, sustainability and knowledge of markets and consumers, we help our partners make confident decisions, while building successful business cases and resilient food systems", says Shuang Fan, a Client Manager Horticultural Projects at Rijk Zwaan.

© Rijk ZwaanRijk Zwaan will be exhibiting at GreenTech Amsterdam from 9 to 11 June, and will open up its trial centres in the Netherlands for the High Tech Weeks (8 - 19 June).

Data as the foundation for greenhouse business cases
Data‑driven growing forms the foundation of strong business cases for greenhouses, and is essential for predictability in high‑investment projects. That is why Rijk Zwaan monitors crop performance in practice at its high‑tech trial centres. "This enables us to provide growers and investors with clear insight into feasibility and return on investment. We also use the data to select genetics that increase efficiency, improve predictability and reduce labour dependency," says Damion Schwarzkachel, a Client Manager Horticultural Projects at Rijk Zwaan.

As greenhouse technology and automation continues to evolve, including advanced sensors and harvesting robots, Rijk Zwaan is developing varieties with traits such as uniform growth, labour‑friendly plant architecture and good fruit visibility. Such traits support more efficient cultivation in increasingly data‑driven and semi or fully automated greenhouse systems. By optimising plant traits through breeding, Rijk Zwaan helps technology partners to improve their own solutions so that breeding and automation reinforce one another.

© Rijk ZwaanTomatoes with predictable growth and fruit setting are interesting for investors

Insights to consumer and value chains
The fresh produce market is evolving rapidly, shaped by changes in consumer preferences, retail positioning and global trade flows. "By sharing consumer trends and value-chain insights, we help partners align their crop choices with what the market is asking for," explains Shuang Fan. "These insights support investors in responding to new opportunities and build reliable business cases."

Ready for next‑generation sustainable greenhouses
Sustainability is another key focus area. As the transition towards low-carbon and fossil-free greenhouse systems accelerates, Rijk Zwaan is developing varieties and cultivation approaches suitable for semi-closed and energy-efficient greenhouses.

© Rijk ZwaanRijk Zwaan has developed cucumber varieties that reduce the labour requirement

By combining genetics with sustainable cultivation practices, the company supports consistent quality while helping growers and investors decrease their energy dependency, reduce risks and prepare for future production standards.

Rijk Zwaan invites the horticultural world to explore how data, sustainability, and market intelligence come together to create stronger, future proof partnerships across the fresh produce value chain. At the heart of this approach is our people first mindset: we believe strong partnerships begin with long-term commitment, innovative thinking and close collaboration with the people behind every project.