KUBO Sustainable Greenhouse Projects, known for its innovative greenhouse technologies in the Dutch horticulture sector, began its expansion into China in 2020, establishing an office in Shanghai just as the pandemic was taking hold. Despite the global health crisis, KUBO quickly gained traction, beginning its first major project with the Haoyu Group, a grower in China.
"Haoyu Group is a highly professional company, and their dedication to improved developments really impressed us," says Jiao You, Regional Director at KUBO. Haoyu operates various greenhouses, including high-tech glasshouses, plastic greenhouse and China invented Solar greenhouse, and is one of the few Chinese companies to focus on advanced greenhouse technology. "They managed to grow cherry tomatoes through the hot and humid summer, which is a significant achievement in China's subtropical climate. Their ability to produce high-quality crops in such conditions gave them a strong competitive edge in the local market."
"In the beginning, Haoyu was building its greenhouses with external contractors, but in this phase, they decided to build everything themselves," Jiao explains. "We provided them with additional expertise when needed."
Jiao You, Regional Director at KUBO
A look into the Chinese market
China is the largest producer of vegetables globally, with over 20% of the world's vegetable supply coming from the country. However, the fruit sector has not yet reached the same level of maturity. "Vegetable consumption is high in China—over 60 kilograms per person per year. But the fruit market is still developing," Jiao notes. This gap presents opportunities for growth in both production and consumption, and KUBO is looking forward to helping meet the demand for higher-quality fruits and vegetables.
"China's horticultural market is diverse, with a strong emphasis on plastic tunnel farming," she adds. "While traditional methods still dominate, there is an increasing shift toward high-tech greenhouse systems, driven by government incentives and the push for more sustainable farming practices."
The Chinese government has subsidized agricultural modernization projects, encouraging local farms to adopt advanced technologies. "The government has been a key player in driving this shift. There's a lot of capital flowing into the sector, and foreign companies, especially Dutch ones, have been important in providing the correct expertise," Jiao explains.
However, the transition to modern greenhouse farming has not been without its challenges. "Initially, many other high-tech greenhouse projects in China didn't succeed because the operational costs—especially energy—were underestimated, and how to operate the greenhouse and sell the produce" Jiao added. "KUBO Ultra-Clima greenhouses have proven in years of operation that high-tech projects in China can be profitable. The market has shown the potential to the higher-priced but safer and better quality produces that high-tech greenhouses produce." Despite these hurdles, KUBO has persevered, helping its partners optimize their operations to become more profitable and more competitive in the market.
Not always smooth sailing
Intellectual property protection is a sensitive issue in China, particularly for foreign companies. Jiao acknowledges the challenges posed by the country's different legal landscape but remains confident in KUBO's ability to manage these risks. "It's a very different system here. The speed at which local companies learn and replicate technologies can be overwhelming," she says. "But we focus on building strong, trusting partnerships with our clients. Our goal is to help them succeed in the long term, not just sell them a greenhouse."
"We don't just sell greenhouses; we want to help our clients build sustainable, profitable businesses," she adds. By focusing on educating local growers and sharing knowledge, KUBO ensures that its solutions are tailored to the specific needs of the Chinese market, both technically and economically.
Being sustainable with continuous development
For a growing world, one of KUBO's most significant contributions to the greenhouse industry is its development of sustainability. In 2020, KUBO started to build its test centre, called BlueLab, which has been testing CO2 for 3 years. "In 2024, we launched the world's first CO2-negative Ultra-Clima greenhouse, which is a major milestone for us," Jiao proudly states. "It uses a combination of innovative techniques to reduce emissions and increase energy efficiency."
"Autonomous growing systems, powered by artificial intelligence and big data, our AutoPylot system manages to optimize nutrient and climate control," she elaborates. "With Ultra-Clima and AutoPylot, this combination will not only improve crop yields but also reduce the amount of water and energy needed for cultivation, making the whole process more efficient, the most important is the success of the operation will not rely on the decision of the grower only."
International projects
"We are currently involved in several projects across Europe, North America, Asia, and the Middle East, including countries like the Netherlands, Greece, Canada, United States, China, and Saudi Arabia." Jiao highlights. "The Netherlands domestic market still is an important market for KUBO and will always remain a priority when it comes to providing advanced greenhouse solutions."
The company focuses on high-tech greenhouse solutions globally, which include not only greenhouse construction but also full-service grow concepts, ensuring that its clients receive a comprehensive solution for more sustainable growth and better economic returns. "We are not just greenhouse builders; we are a technology company that offers full-service, sustainable solutions for controlled environment agriculture," Jiao explains.
Despite the challenges posed by the global economy, including the economic slowdown and geopolitical tensions, Jiao remains optimistic about the future of greenhouse farming in Asia. "We are still confident in the long-term potential of the Chinese market. We believe that with the right technology and partnerships, we can help local growers succeed sustainably.
Be on the look-out for the company's presence at this year's Fruit Logistica in Berlin, you are very welcome to visit KUBO's booth in Belin Fruit Logistica at HALL 1.2 – Stand: C.40
For more information:
KUBO Group
Vlotlaan 710
2681 TX Monster
T: +31 174 286 161
info@kubo.nl
www.kubogroup.nl