“People often talk about ‘low tech’ versus ‘high tech,’ but we believe in ‘right tech’

"In Mexico, we have a saying, 'Mi Casa es tu Casa.' When a relationship matters to you, you open your home, and that is exactly what we did. We invited companies and professionals specializing in horticultural technologies to see not just our facility, but the innovative approach we are taking to elevate the sector," Pharis Rico, General Manager at Plantanova, states.

Ahead of its participation in GreenTech Americas 2025, the Mexican-Dutch plant propagation specialist hosted an exclusive Open House event at its newly renovated facility in Tuxpan, Michoacán, Mexico, on March 21, 2025. This invitation-only gathering provided a platform for industry leaders to exchange insights and experience firsthand the latest technological advancements influencing Mexican horticulture.

Opening doors to innovation
Explaining the significance of the event, Pharis emphasizes the importance of collaboration and transparency in the industry. More than a simple product showcase, the event allowed attendees to gain deeper insight into the reasoning behind Plantanova's technological investments. "We didn't just display a machine and list its features," he explains. "We took the time to demonstrate why it was chosen and how it is specifically adapted for Mexican horticulture."

Collaborating for a stronger industry
Plantanova's approach to technology adoption is built on strong partnerships with innovative companies worldwide. Pharis notes the necessity of forming relationships with suppliers willing to tailor solutions for the Mexican market.

"When we embarked on this journey, we realized that we needed partners who would collaborate with us from the initial design phase through to the final implementation," he says. "But we also recognized that foreign technology providers needed a reason to dedicate resources to a single company in Mexico. The logical step was to share our experiences and open the dialogue with other growers and producers."

By involving not just competitors but also other plant producers, Plantanova is working toward an industry-wide uplift. "We can continue to compete, but we must recognize that we are part of the same industry," he adds. "By working together, we raise the bar and protect ourselves from unprofessional players who cut corners on quality and service, ultimately damaging the market."

Showcasing 'right tech' at GreenTech Americas 2025
"Since 2019, we have shifted our focus toward technology and automation," Pharis says. "People often talk about 'low tech' versus 'high tech,' but we believe in 'right tech'—technology that delivers clear benefits to both the user and the final customer."

At the event, Plantanova will highlight how selecting the right technology can enhance production efficiency and quality. "As with our Open House, our goal at GreenTech Americas is to demonstrate why these technologies work and how they can be advantageous for other businesses," he adds.

Plantanova and its sister company, Horticonnect, are exhibiting at Stands 425 and 306 at GreenTech Americas 2025, currently taking place from March 25-27 at the Querétaro Congress Center in Querétaro, Mexico. The event promises to be another step forward in Plantanova's mission to drive innovation and collaboration in Mexican horticulture.

For more information:
Plantanova
horticonnect.com.mx/plantanova