With the awards handed out, photos snapped, and exhibition stands dismantled, GreenTech Amsterdam 2025 has officially wrapped up. Now it's time to do a recon. The recurring theme throughout the event? There is no shortage of innovative technologies designed to help growers address today's challenges. However, not all of these solutions are fully ready for commercial-scale application just yet. On top of that, ongoing geopolitical uncertainty continues to cast a shadow over the market, dampening investment enthusiasm.
© Arlette Sijmonsma | HortiDaily.com
Team IUNU showed the LUNA device and the AI-powered solutions. After visiting the VR demo greenhouse, growers were invited to guess the next yield, and we'll update you on how accurate your reporter's guess was in a few days. Click here for the full Greentech Amsterdam 2025 photo report.
A changing global landscape
One prominent backdrop to the event was the shifting political climate, particularly across the Atlantic. While U.S. President Donald Trump's unpredictable behavior was a frequent topic of conversation, industry professionals are increasingly learning to navigate that uncertainty. For many companies, this means adapting to fluctuating trade tariffs. In response, businesses are exploring the strategic establishment of regional operations.
In recent years, several European companies have opened branches in the U.S., Canada, and Mexico. Interestingly, the trend may now be reversing due to the trade war, with some North American firms reportedly eyeing expansion into Europe. Meanwhile, in Spain, businesses are starting to view South America as a promising alternative market amid growing instability in North America.
© Annet Breure | HortiDaily.com
Mike Vermeij, Martin van Zeijl, Lodewijk Wardenburg, Rob de Wit, and Dazheng Li (Bom Group). Click here for the full Greentech Amsterdam 2025 photo report.
Spotlight on the Middle East
The Middle East also drew significant attention during the show. Even before the renewed tensions between Israel and Iran, interest from oil-rich nations was evident. Delegations from the Gulf region were actively seeking technological innovations and exploring investment opportunities in agritech.
In particular, countries like the United Arab Emirates are looking for ways to cultivate crops under extreme heat conditions. This is essential for successful agriculture in desert climates. But the challenge of climate adaptation isn't limited to the Middle East. Even in countries like Spain, growers are increasingly seeking solutions to cope with harsher and more erratic weather patterns. In many places, even traditionally open-field crops are now starting to be grown under cover.
© Arlette Sijmonsma | HortiDaily.com
Jim Rearden and Taylor Readyhough, Biotherm. The company just announced a new partnership with RBI Boilers
Labor and crop protection: universal issues
The global trend toward protected cultivation continues, which bodes well for technology providers. While the focus is often on high-tech solutions, there's also growing demand for mid- and low-tech innovations, especially in the fields of labor and crop protection. Substrate development, for instance, is evolving quickly, with alternatives like charcoal, cotton, and jute gaining traction as sustainable replacements for peat.
Labor remains a critical issue across nearly all markets. Even in low-wage countries, the cost of labor is rising, and pest and disease pressures are universal, affecting greenhouses regardless of their tech sophistication. Energy and water management were also widely discussed topics throughout the fair.
Robots on the rise, but no silver bullet
When it came to novelties, GreenTech didn't disappoint. Robots once again took center stage, with solutions for scouting, crop protection, harvesting, and leaf cutting on display. Compared to a few years ago, market confidence in robotic solutions has grown. Many greenhouses now incorporate robots into daily operations. That said, there's still no single robot that has won over the entire sector.
© Thijmen Tiersma | HortiDaily.com
GreenTech Amsterdam may be a truly international trade show, but it carries a distinctly Dutch flavor. With innovation on full display and companies from around the globe in attendance, the event once again confirmed its position as an important meeting point for the future of horticulture.
Click here for the full Greentech Amsterdam 2025 photo report.