25.03.2023 | 3 min read

GreenTech Americas 2023 round up

WayBeyond team at Greentech Americas
WayBeyond team for GreenTech Americas 2023. L-R: Marketing Specialist Joao Imai, Business Development Consultant LATAM: Celene Solis, Director of Crop Science and Agronomy: Tharindu Weeraratne and Technical Account Manager: Andres Dagnino.

The horticulture trade fair Greentech Americas concluded in Queretaro, Mexico last week attracting industry professionals and stakeholders from around the world. The event showcased some of the latest innovations and provided an opportunity for experts to share their knowledge and expertise.

Greentech Americas 2023 was the third edition of the trade show which focuses on the Latin and North American markets, and after a rocky start due to the pandemic, the show is finally gaining momentum.

40% growth in attendance compared to 2022

Compared to last year, Greentech Americas 2023 saw a significant increase in the number of attendees, with over 5,200 visitors from more than 70 countries attending the three-day event. This is a testament to the growing importance of the horticulture industry and the increasing interest in sustainable agriculture and smart farming technologies.

“We are delighted to see the growing interest in the Greentech Americas event,” said the event's organizer. “The horticulture industry is rapidly evolving, and it's important that we continue to provide a platform for experts to share their knowledge and expertise.”

We are delighted to see the growing interest in the Greentech Americas event.

The event featured more than 200 exhibitors from around the world, showcasing the latest products and services related to horticulture, greenhouse technologies, hydroponics, and vertical farming. Many leading companies in the industry, such as Philips, Signify, and Priva, were present at the event, showcasing their latest innovations in lighting, climate control, and automation.

One such product was the new LED grow light from Philips, which promises to improve crop yields and reduce energy costs by up to 50%. The new light features advanced spectral tuning capabilities that allow growers to adjust the light spectrum to the specific needs of their crops, resulting in faster growth, higher yields, and better quality produce.

Another notable product was the autonomous greenhouse from Priva, which uses artificial intelligence and machine learning algorithms to optimize crop growth and improve efficiency. The greenhouse is equipped with sensors that monitor the temperature, humidity, and CO2 levels in real-time, allowing growers to make data-driven decisions and adjust the climate conditions accordingly. The system also uses predictive analytics to anticipate future crop growth and optimize resource allocation, resulting in higher yields and reduced waste.

Increasing focus on sustainability

In addition to product launches, the Greentech Americas event featured keynote speeches and panel discussions focused on the latest trends and challenges in the horticulture industry. One of the key themes of the event was the growing importance of sustainability and circular economy principles in agriculture. Speakers highlighted the need for more efficient use of resources, such as water and fertilizer, as well as the importance of reducing waste and greenhouse gas emissions.

Another important topic discussed at the event was the role of technology in improving the efficiency and profitability of horticulture. Speakers highlighted the potential of artificial intelligence, automation, and precision agriculture to transform the industry and improve the livelihoods of farmers and growers around the world. This year's speakers included WayBeyond’s very own Celene Solis, who spoke about the importance of data analytics in horticulture. In her presentation she highlighted the potential for data-driven decision making in the industry, stressing the importance of understanding key metrics to improve crop yields and reduce waste.

Alongside Ms Solis was Martin Helmich from Hoogendoorn, who spoke about the importance of automation in horticulture. Helmich highlighted the potential for automation to revolutionize the industry, improving efficiency and reducing labor costs. He stressed the importance of understanding the full potential of automation, and how it can be leveraged to improve sustainability and reduce environmental impact.

Marketing specialist Joao Imai who was on the ground as part of the WayBeyond team in Querétaro shared his thoughts:

“The event was well organized and the GreenTech representatives were very helpful. It was amazing to have the New Zealand team join forces with our Mexican team for this event.

We were very happy to connect with the AgTech community face-to-face again after the pandemic – which prevented us from attending last year – meeting with partners, customers and new faces from both Mexican and global industry.

The atmosphere was a perfect combination of hard work and joy.”


Overall, the Greentech Americas event was a resounding success, showcasing the latest innovations and trends in the horticulture industry and attracting a diverse range of visitors from around the world. The event highlighted the growing importance of sustainability, technology, and innovation in agriculture and demonstrated the potential for the industry to become more efficient, profitable, and environmentally friendly.

With world population reaching an estimated 9.7 billion people by 2050, agriculture will have to produce almost 50% more food to meet the demand in the coming years – a major challenge for the industry.

With the increasing demand for food and the challenges posed by climate change and resource scarcity, events like the Greentech Americas are more important than ever, providing a platform for collaboration, learning, and innovation in the horticulture industry.

Celene giving presentation

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