"In Mexico, drought is a widespread phenomenon that poses major challenges," says Jordin van Weert of Hortilife Mexico. By opening a Mexican branch in Queretaro (Mexico), Hortilife aims to develop turnkey projects designed for Mexico's challenging climate conditions. The branch was officially opened on March 11, a day before GreenTech Americas 2024 which also took place in Queretaro. "That day, the turnout was great, we welcomed more than 80 visitors from all over Mexico," says Jordin. The new branch's opening is part of the supplier's horticultural technology expansion in Latin America and aims to enhance local service in the region.
From left to right: Jordin van Weert (Hortilife Mexico), Michel Bartelink (Hortilife NL), Ing. Luis Gerson Rincon Nuñez, Jan-Willem Lut (Hortilife), Steven Buter (NBSO Mexico), and Pieter-Jan Overkamp (Hortilife)
The official opening of Hortilife Mexico on March 11
The challenge of water management
Jordin is quite familiar with Mexico and the Mexican horticultural sector: "During my studies, I did an internship in Mexico, and later, I returned to this country. I started working for DQ Horti Solutiones of Dennis de Zeeuw where I got to know the Mexican agricultural sector and its players." He also knows about the challenges of this sector of which he provides an overview: "Water management is a major issue in Mexico. The most effective way to reduce water usage is to drain water circulation, which reduces water usage by 30%. Although this method is not commonly used, the demand for drain water circulation is on the rise as a result of increasingly pressing water shortages. Drain water circulation used to be optional, now it's a must." He also finds that sustainability, in general, gradually gains more attention in Mexico, partly because long-term planning becomes more common. He says: "We're moving towards the right direction." He adds that's not all about water, the political and economic context also has an impact on the sector. "As more than 70% of Mexican production is exported to the US, uncertainty regarding the dollar-peso exchange rate and the Mexican and US elections is also quite challenging," he explains.
Some of Hortilife's products
Hortilife's greenhouse irrigation and climate installation
In this context, Hortilife Mexico is mainly concerned with building a network of distributors, mainly greenhouse builders, which it provides with greenhouse irrigation and climate installations. Hortilife is responsible for the design, engineering, and installation of this type of technology. Although Hortilife Mexico is located in Queretaro, it offers services throughout all of Mexico. "At times, I drive more than 2500 to 3000 kilometers a week," Jordin illustrates. He also elaborates on the company's partnerships: "At the moment, we have three main partners, but we're engaged in discussions with many other companies. Especially so since the Green Tech fair, which was a major opportunity to expand our clientele and partnerships. For instance, after this fair, we established a partnership with Gestiriego to develop irrigation units for vineyards, berry cultivation, and open fields. In this way, Hortilife can also offer services to those markets alongside our services for greenhouses. We also work in close cooperation with Sercom Automation, a company specializing in climate computers. We share our warehouse, from where we also represent Sercom. This year, we even shared a Green Tech stand, which was a great success. Most of our suppliers are from the Netherlands, but that may change in the future."
The Hortilife-Sercom stand at Green Tech Americas 2024
Jordin's car in front of Hortilife's Mexican branch in Queretaro, Mexico.
For more information:
Hortilife Mexico
Tel.: +52 442 571 4631
Email: jvweert@hortilife.com