Greenhouses are data-generating machines, wouldn't you agree? From 5-minute readings to annual reports, growers constantly engage in analysing and interpreting vast streams of information. And the more technology a greenhouse implements, the more complex the data becomes.
Yet, transitioning from medium-tech to high-tech operations is no easy task. Implementing new systems and practices can feel overwhelming, especially when multiple changes happen simultaneously. But what if we could fast-track that learning curve? At SERA, we believe data can do just that: shorten the time from first implementation to tangible results.
A high-tech leap: Dinvertech's journey
Earlier this year, SERA partnered with Dinvertech, a premium sweet pepper producer in Mexico. With a wide portfolio of high-quality varieties exported to the U.S. and Canada, Dinvertech, part of Grupo Greenverland is committed to continuous innovation. At the end of 2024, they made a strategic decision to enhance their operations by upgrading to a high-tech greenhouse - adding CO₂ injection and a water recirculation system to improve crop yield and consistency.
But the transformation didn't stop there. Alongside the technological upgrade, Dinvertech also welcomed a new grower into an already ongoing season. It was a bold move: new systems, a new grower, and the same high expectations.
Spoiler alert: they are thriving.
A data-driven onboarding process
SERA supported the transition by consolidating years of historical data - yields, crop metrics, climate records - into actionable insights. This helped the new grower quickly get up to speed, offering context and clarity for key decisions early in the cycle. Rather than spending weeks digging through past notes, they were able to identify trends and draw conclusions with just a few clicks.
For instance, the new recirculation system's performance was assessed through precise EC and pH monitoring, allowing the team to fine-tune irrigation strategies almost in real time. By seeing how new implementations affected plant behaviour, the grower could respond faster and with greater precision.
The love triangle: Data, the inside man, and fresh eyes
Growers have an innate ability to "feel" their greenhouses. They sense when something is off, even before the data confirms it. This intuition is invaluable. But there is also value in fresh perspectives, especially when paired with data and internal expertise.
At Dinvertech, this approach was brought to life through SERA Concierge, a service that seamlessly integrates multiple facets. It combines data, utilizing historical and live metrics from the greenhouse, with invaluable input from "The Inside (Wo)Man," who is the grower leveraging their day-to-day knowledge and firsthand experience. Additionally, it incorporates the expertise of "Fresh Eyes," an experienced horticultural consultant from Sera, who specializes in peppers, tomatoes, and cucumbers across various latitudes, including The Netherlands. Together, these elements create a comprehensive service aimed at optimizing greenhouse operations.
Each week, the team reviewed progress and made evidence-based adjustments. Importantly, these sessions always honoured the grower's leadership while offering additional insights that accelerated improvement.
Together, these three elements formed a dynamic strategy team capable of addressing various challenges in greenhouse management. They developed Integrated Pest Management (IPM) strategies and implemented climate control adjustments to respond to external conditions. One key learning during the season was understanding how high daytime temperatures, especially those exceeding 27°C, affect plant balance. Before optimization, the greenhouse consistently experienced temperature peaks of 32–33°C between 10:00 and 16:00, leading to plant stress and uneven transpiration. Additionally, the team fine-tuned irrigation to align with substrate feedback and developed CO₂ optimization strategies. Tailored crop measurement tracking was also established to better understand plant development. A concrete example of this was the improvement in root quality. By analyzing crop registration data from February to May, they observed increased root density, healthier white tips, and a reduction in root browning and fungal stress.
© SERA
Image (left). A photo taken at the beginning of the collaboration and the recovering rooting system (right) in May.
Looking ahead: Smarter, more collaborative growing
Dinvertech's story shows how the combination of people, data, and expert support can lead to smarter decision-making and faster adaptation, especially during periods of change. As the greenhouse industry moves toward more digital, data-driven cultivation, this triad becomes not just valuable but essential.
For more information:
SERA
Florin Munteanu
Co-founder & CRO
florin@SERA.ag
+40722674911
www.SERA.ag
LinkedIN SERA