Key Takeaways
- Joe Swartz, VP of AmHydro, brings nearly four decades of hands-on farming and hydroponics experience to the CEA sector.
- Swartz emphasizes practicality over hype, urging growers to focus on sound horticultural principles and local climate conditions.
- AmHydro is set to release new farm management software and scalable automation solutions tailored to greenhouse operations.
- Swartz cautions against over-reliance on technology without clear economic viability and challenges the industry to share both successes and failures.
- He advocates for greater transparency, site-specific system design, and a long-term commitment to practical farming practices.
Joe Swartz on Farming Roots and the Early Days of Hydroponics
How Joe Swartz transitioned from potatoes to hydroponic production
In an interview on the Vertical Farming Podcast, Joe Swartz shared his journey from small-scale traditional farming in western Massachusetts to becoming a leading voice in controlled environment agriculture (CEA). After losing a family member to pesticide exposure and witnessing the physical toll of conventional agriculture, Swartz sought safer, more sustainable alternatives.
“I built my first hydroponic greenhouse in 1984,” said Swartz. “The appeal was simple: grow pesticide-free, year-round, and do it efficiently on a small scale.”
Swartz was mentored early on by Dr. Peter Shippers, a former Cornell researcher, whose work with NFT systems continues to influence AmHydro’s equipment design today.
Joe Swartz on CEA Principles and Industry Missteps
Joe Swartz urges new growers to prioritize biology over branding
Throughout the conversation, Joe Swartz emphasized that CEA should be approached as farming first, not a tech venture. “You’re a farmer, welcome to farming,” he said. “Plants don’t care about buzzwords. They care about light, nutrition, water, and environment.”
He cautioned against one-size-fits-all models and noted that too many first-time growers fall in love with a concept—such as vertical farming in repurposed buildings—without considering local climate, economic feasibility, or market logistics.
Swartz believes the industry often overlooks hard lessons in favor of hopeful projections: “If your model only works when LEDs get cheaper or climate change accelerates, it’s not a sound plan.”
Highlighting New Tools from AmHydro
Practical innovation is key to AmHydro’s roadmap, says Joe Swartz
With AmHydro, Joe Swartz has focused on providing tools that deliver real value to growers. The company is preparing to launch a simplified farm management software system—developed with input from growers worldwide—which incorporates RFID tracking, scheduling, and AI-assisted analysis.
“Growers wear too many hats. This system helps manage tasks, track performance, and document food safety—all without needing a degree in computer science,” Swartz explained.
AmHydro is also introducing customizable automation options for its NFT systems, allowing growers to scale labor-saving solutions without overhauling their infrastructure. “It’s about retrofitting, not reinventing,” said Swartz.
Lessons from the Field and Advice for New Entrants
Joe Swartz believes open conversations will shape the future of CEA
Having consulted globally for decades, Joe Swartz remains focused on knowledge sharing. He encourages skepticism toward unsupported claims and stresses the need for honest discussions around failures.
“There’s more to learn from what didn’t work than what did,” Swartz noted. He warned against the industry’s tendency to emphasize proprietary systems while hiding inefficiencies. “CEA isn’t magic—it’s applied agriculture. And the same principles apply, whether you’re growing lettuce in Massachusetts or fodder in the Middle East.”
Swartz called on growers and investors to base decisions on site-specific goals and scalable strategies rather than trends or marketing claims.
