Programme
Conference Programme 2025
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Speakers
An overview of the speakers can be found on this page.
Tuesday 25 March 2025
Topic of the day: the current situation and perspectives in horticulture
Please be aware that the contents and speakers of the programme could change.
08:30 - 10:55 | Workshop: Everything you Have to Know About Cultivating Hydroponics Leafy Greens
Agenda
• Learn the basics of hydroponic growing in Mexico
• Understand the circumstances surrounding hydroponic baby/teen production
• Learn about the impact on yield, quality and competitiveness of the final product, cultivation strategy, seed selection, system selection, packaging strategy and product specifications
• Answer your questions about automation, ROI, product safety, and how to be the best of the rest
• Discover the key considerations for the design of a hydroponic lettuce product concept and the importance of lettuce variety selection
• Identify the risks associated with errors in greenhouse design and planning for production
• Analyze which segments of Leafy Greens where hydroponic cultivation can be particularly competitive
Sonny Moerenhout, Managing Partner, Cultivators
Joost Somford, President, JASA Packaging Solutions - North America
Patrik Borenius, CEO, Green Automation Americas LLC
Carlos H Umana, Technical Sales Manager, Nunhems/BASF Vegetable Seeds
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11:00 - 11:30 | Opening Ceremony & Expo - Networking Break
11:45 - 12:45 | Autonomous Greenhouse Cultivation: Revolutionizing Efficiency and Sustainability in Horticulture
- How can understanding the term 'autonomous' help drive the greenhouse revolution forward?
- How AI and Digital Twin driven solutions use data to monitor and optimize greenhouse conditions, enhancing plant growth and resource use
- The role of predictive cultivation in reducing water, energy, and fertilizer consumption, contributing to environmentally friendly food production
- The impact of automation in overcoming challenges like labor shortages while enabling growers to focus on innovation and crop quality
Hans Peters, CEO, Priva
Ronald Hoek, CEO, Blue Radix
Moderator: Hugo Escoto, Consultant, Alternativa Agrícola Sostenible
12:45 - 13:30 | International Strategic Conference: Find out how VDE Plant drives sustainability with energy efficiency and a committed team.
Karin van der Eijk, Technical and Cultivation Manager, VDE Plant
13:30 - 14:15 | Lunch & Networking
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14:15 - 14:45 | Water resources and protected agriculture: Building a regional paradigm
- Greenhouses vs. field agriculture: Well-managed greenhouses offer much higher yields than field agriculture but also require more water per m2.
- Risk of aquifer depletion: Businesses in areas with a large greenhouse presence face the risk of aquifer depletion, even if they use water efficiently.
- Monitoring and solutions: Data on the current state of aquifers in Querétaro and ongoing research will be analyzed to address challenges, uncover opportunities for more sustainable water use and promote responsible and efficient use to ensure a sound future for protected horticulture producers in Mexico.
Marcela Jerez, Professor, UNAM
15:00 - 16:00 | Human Capital Challenges: Impact of reforms, certifications and technologies on the labour force
• Labor situation in Mexico
• Systems that control labor efficiency and automation
• Certification companies, perspective on importance of certifications in a greenhouse, socially responsible, ISO etc.
Alexei Rico, Propagation Grower, Plantanova
Jorge del Toro, Director, Finka
Fernanda Suárez, Sustainability and Social Impact Director, NatureSweet
16:00 - 16:45 | Mexico facing the challenge of tariffs and the TMEC: Threat or opportunity for the economy?
Moderator: Alfredo Díaz, Director General, AMHPAC
16:45 - 17:30 | Protocols for the prevention of pests and diseases
• Tomato virus BRFV - Pepper virus CPMMoV
• Cleaning and disinfection
• Biological control
Maximiliano Dorantes, Technical Director, MicroPrime
Rafael Pizarro, Director, Natura Quality Foods
Moderator: Gabriela Rubio, Auditor, SCS
Wednesday 26 March 2025
Topic of the day: opportunities in horticulture to maximize production potential
Please be aware that the contents and speakers of the programme could change.
08:30 - 11:00 | Power Day - “Passion for People or just Profit?”
Host: Oscar Woltman, Consultor, Phoenix Consultoría
Speakers:
Birgit de Vos, Consultant sustainable Agri-food value chains, Wageningen University & Research
Karin van der Eijk, Technical and Cultivation Manager, VDE Plant
Table moderators:
• Mariska Dreschler, Director of Horticulture, GreenTech
• Félix Tarrats, Director General, CEICKOR
• Hugo Escoto, Consultor, Alternativa Agrícola Sostenible
• Pharis Rico, Director, Horticonnect
•Jorge del Toro, Director, Finka
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11:00 - 12:00 | Time to visit the expo
12:00 - 13:00 | Benefits of artificial intelligence in greenhouses
• What does AI mean for horticulture?
• Empowering the use of data, through AI
• Will AI be the Grower expert in my production?
• Could AI replace human capital?
Jorge A. González, Consultor Técnico, Ridder Group
Kenneth Tran, CEO, KOIDRA – Metaliser
Octavio Pérez, Director Growing Operations, Nature Fresh Farms USA
Moderator: Pharis Rico, Director, Plantanova
13:00 - 13:45 | International Strategic Conference: Optimizing Supply Chains for Global Competitiveness
Automation, Labor Efficiency, and Yield Maximization to Lower Production Costs
Jason Whitcher, VP Procurement, Mastronardi Produce Ltd.
Moderator: Ricardo Martínez, General Director, Asesores en Invernaderos
13:45 - 14:45 | Lunch & Networking
14:45 - 15:00 | Time to visit the Expo
15:00 - 16:00 | Impact of climate change on protected agriculture
- Temperature control technologies
- Air circulation and ventilation
- Moist walls
- Efficient water use
- Screens
- Greenhouse requirements due to climate change
Bas Duijvestijn, Chief Commercial Officer, Van der Hoeven
Felipe Palomares, Head Grower, Jd Agro-Kapital - Ludvig Svensson
Adolfo Minero, Consultant, Harnois
Moderator: Alejandro Ávila, Operations Manager, Bonanza Fresh
16:00 - 17:00 | How to be more sustainable: Efficiency in irrigation systems and fertilizers
• Water Efficiency in Hydroponics
Fernando Alfaro, CEO, GROWA Greenhouse Systems
Gerardo López, Grower, Finka
Luis Carlos Díaz, Gerente de ventas Región Bajío, GreenHow
Moderator: Jesús Arévalo, Director de Innovación y Desarrollo, Intagri
Thursday 27 March 2025
Topic of the day: facing challenges for the future
Please be aware that the contents and speakers of the programme could change.
10:00 - 11:00 | Awakening the Giant: Mexico’s Ornamental Potential
• Production of Ornamentals: sustainability, challenges and opportunities
• Switching production: What to take into account when considering switching to growing flowers
• Challenges and opportunities of the Mexican market and the possibilities to export
• Doing Business in Mexico: What Dutch breeders and technology providers are looking for?
Betina Batista, Sales Director for Mexico, Dümmen Orange
Gilberto Rendón, Owner, Iguana Growers
Claudia Lee, General Manager, Akiko
11:00 - 12:00 | “Every drop counts” - Sustainable water management: Dutch technology and its experience in Mexico
Ruud Schulte, Head of Innovation, Sales & Technology - Filtration Division, Van der Ende Group
Simon Jones, Business Development Manager, GENAP
Moderator: Annie van de Riet, President, AVAG
12:00 - 13:00 Role models, women who inspire future generations
Violeta Ruiz, Sales Manager, Europe, Central and South America, Airtray Technologies-Blackmore-Proptek
Ernestina Serrano, General Director, Cerro Fresh
Patricia Toledo, VP Sustainability & Social Responsibility, Consejo Nacional Agropecuario
Moderator: Homero Ontiveros, Director, AgTech América
13:15 - 14:15 | Comparing different labour retaining strategies
- Pay amounts in different countries per kg produced / exported
- Why in Mexico is there less profit than in other countries?
- Employee experiences - incentive plan
Oscar Woltman, Consultant, Phoenix Consultoría
Carlos Visconti, CEO, Red Sun Farms Group
Moderator: Rafael Pizarro, Director, Natura Quality Foods
14:15 - 15:00 | Post-election outlook for TMEC, Dumping and Protected Horticulture in trade between Mexico, US & Canada
- How do the TMEC agreements affect trade conditions and market access for producers?
- Dumping challenges
- Impact of post-election market access policies
- Strategies to improve producer competitiveness
Alejandro Trueba, Founding Partner, HarvCrest Capital
Juan Labastida, President, AMSAC
Carlos Visconti, CEO, Red Sun Farms
Moderator: Eric Viramontes, President & Director, VISER Proyecta
Don't forget to register your ticket!
Make sure to register your ticket and upgrade it with the conference programme, Power Day and more! Register now >