Last Wednesday, 23 February 2022, Hoogendoorn Growth Management, together with a number of partners and clients such as Agritek, Silal and Koppert, organized an exclusive event in the Dutch Pavilion during the Expo 2020 in Dubai. During this event they shared all the in’s and out’s about the possibilities for efficient growing in this region with about fifty exclusive guests. It was an inspiring evening filled with the latest sustainable innovations: the process computer IIVO, data-driven cultivation and control in combination with the principles of Plant Empowerment.
In response to rising demand
The event was organized the day after the Horticultural Days which were organized on February 21 and 22 by Dutch Greenhouse Delta, Innovation Quarter and the Ministry of Agriculture, Nature and Food Quality. During these days and during the exclusive Hoogendoorn event, attention was paid to the opportunities and challenges of growing in this special region. There is a growing demand for local and more sustainable food production, but there are also significant challenges such as water scarcity, extreme temperatures and the lack of the necessary cultivation knowledge to make cultivation optimization and sustainability a reality. The purpose of this event was to inspire the guests about the possibilities and opportunities that exist to optimize the cultivation, to grow and to innovate in (greenhouse) horticulture and Hoogendoorn’s working method in this.
A unique location for a unique event
The location of the event was very fitting for the content of the program. In the Dutch Pavilion during the World Expo in Dubai, the theme is “Uniting water, energy and food”. In and on a large ‘Cone’ in the Pavilion, also called the Biotope, various lettuce plants and mushroom species grow. With the help of Hoogendoorn’s sensors, all climatological data of the Biotope is collected in the IIVO process computer, which then controls the cultivation. As one of the partners of the Dutch Pavilion, Hoogendoorn shows there that any situation can be made into an optimal growing situation for a crop to grow.
Connecting the sector
Fouad Ababou, Hoogendoorn’s Area Sales Manager for this region proudly explains, “We have been market leaders in this region for years. I often come here to visit our current customers, but also to make new contacts. To organize this event at this location, and especially in the unique Dutch Pavilion, is of course the optimal way to connect the sector. We tell the guests about the possibilities of growing in this region. We as Hoogendoorn don’t this alone, but with valued (local) partners and customers such as Agritek, Silal, Koppert, Armela Farms & Van der Hoeven Horticultural Projects and GSES System. We also let existing customers tell their story. We can of course tell and explain everything, but ultimately it is enormously valuable when an existing relationship of ours shares success experiences.”
Martin Helmich, CCO of Hoogendoorn Growth Management of course also travelled to Dubai for this exclusive event. He says: “In recent years I have often been to this region because we find it very important to have a good relationship with our partners and clients. We see an increasing interest in this region for the technology and the knowledge to grow local fresh produce with minimal use of natural resources such as water. We have numerous solutions appropriate to the region. That’s why we think it’s important to tell our story here, but also especially to let our customers tell this story. Because ultimately it’s all about them. With this we can together boost horticulture in this region”.
Information, networking and entertainment
Also speaking at the event was Consul General in the United Arab Emirates, Carel Richter. He spoke with pride about the presence of Dutch companies like Hoogendoorn in this region and acknowledged the working methods and professionalism that Hoogendoorn stands for.
Of course there was not only focus on information, but also room was created for networking. After interesting presentations from various specialists, this exclusive event was closed with an informal gathering in the lounge of the Pavilion where guests were treated to an extensive dinner and a performance by the Dutch and in the region immensely popular singer, Hind Laroussi.
Hoogendoorn and all partners look back on a successful event and take this opportunity to thank the organization of Dutch Dubai 2020 for their cooperation in making this event a success.