GreenV, a global consortium of horticultural suppliers, has announced the acquisition of a 100% stake in the Dutch knowledge and technology firm Green Simplicity, bolstering its standing in agricultural innovation. The merger is the outcome of a mutual agreement reached by both entities.
Founded in 2014 and stationed in Andijk, the Netherlands, Green Simplicity is a growing enterprise employing eight people. The company consists of two primary divisions: Green Simplicity Research, which develops research systems for optimizing growth conditions in fully controlled environments, and Green Simplicity Concepts, focusing on the conceptual design and execution of systems for large-scale, daylight-free cultivation.
Currently serving approximately 250 clients, primarily growers, and breeders in the Netherlands, Green Simplicity’s unique knowledge and technologies will strengthen GreenV’s capacity to support its customers across the globe. With the integration of Green Simplicity into its operations, GreenV will be equipped to offer new cultivation concepts to its customers, promising increased yields and accelerated growth in both daylight-dependent and independent settings through innovative advances in automation, climate control, lighting, and software.
As an innovative hub within GreenV, Green Simplicity will closely coordinate with the group’s indoor farming operations and other companies such as Prins Group and Prins USA (greenhouse construction), Stolze (installation engineering), HT Verboom (internal transport systems), and Voshol Warmte- en Elektrotechniek and JV Energy Solutions (climate and installation engineering).
The founder and director of Green Simplicity, Wessel van Paassen, expressed enthusiasm about the new partnership. “The group’s ambition to become a reference in the international horticultural industry aligns seamlessly with our ambitions and propositions,” he said. “We not only gain access to a vast network of relationships and potential clients but also dramatically increase our capacity to deliver and scale up our concepts and test environments on location for clients.”
The research systems developed by Green Simplicity Research allow growers and breeders to conduct crop-specific research and evaluate crop performance under controlled environments. Once conclusions are drawn, Green Simplicity Concepts offers solutions for production upscaling, whether through modifications to a single variable or the creation of a fully automated, multi-layer cultivation system.
“Green Simplicity is unique because it works with clients to unlock a crop’s potential at scale,” said Anneke van de Geijn, CCO of GreenV. “Their knowledge will significantly enrich the expertise of our GreenV companies. As a result, they will be able to develop, test, and roll out innovative cultivation concepts more rapidly and innovatively than ever before.”
Following the acquisition, Green Simplicity will retain its operations in Andijk, maintaining its current staff. Financial details regarding the transaction were not made public.
Image provided by GreenV
