Key Takeaways:
- Rafael Emergui emphasizes strategic partnerships, market education, and hands-on system demonstrations.
- Grow-tec is focusing on fruiting vegetables using indoor farming with zero pesticides and 95% less water.
- The company’s 2025 strategy includes entering strategic markets and forming key industry partnerships.
- Grow-tec is positioning itself as a vendor-agnostic solutions provider with strong ROI models.
- The global demand for pesticide-free produce and supply chain resilience are major market drivers.
Rafael Emergui’s Vision for Indoor Agriculture
Rafael Emergui, VP of Business Development at Grow-tec, brings over 25 years of experience in global agriculture, formerly serving as Group CEO of Pelemix Ltd. His personal connection to farming and professional track record in scaling agricultural technologies have shaped his approach to advancing indoor agriculture solutions.
Emergui was drawn to Grow-tec’s focus on environmentally conscious innovation and its decision to tackle the complexity of indoor fruiting vegetable production. “Grow-tec’s platform has eliminated the unpredictability that comes with conventional agriculture,” he says. His mandate now centers on expanding global market access, forging new strategic alliances, and promoting the economic viability of the company’s solutions.
Grow-tec’s 2025 Marketing and Sales Priorities
Grow-tec’s Market Focus and Strategic Messaging
In 2025, Grow-tec will concentrate on markets where climate conditions, produce pricing, and food security priorities align with the benefits of indoor agriculture. Key regions include Europe, North America, and parts of Asia. The company is especially targeting:
- Retail chains
- Food industry players
- Cooperatives
- Greenhouse operators
Emergui explains that Grow-tec’s messaging will revolve around three pillars: proximity to end markets (“zero distance agriculture”), elimination of pesticide use, and drastic labor reduction via automation.
Balancing Awareness and Sales Efforts
To build visibility while converting leads, Grow-tec will combine brand positioning through industry events and publications with direct demonstrations. “Potential clients need to see the system in action,” says Emergui, noting that such experiences convey the operational reliability and product quality better than any brochure.
Rafael Emergui’s Business Development Plans and Product Expansion
Grow-tec’s Horizontal Fruiting Vegetable Model
Grow-tec is refining its automation and predictive analytics platforms to further reduce operating costs and labor dependency. The company’s horizontal growing approach is unique in the vertical farming space, making it the only player in this segment with proven results in fruiting vegetables.
Emergui outlines several growth areas:
- Energy efficiency improvements
- Retrofit solutions for conventional greenhouses
- Financing partnerships for installation
- New AI-supported robotics projects
Grow-tec is also launching training programs and operational support systems to strengthen client relationships post-installation.
Strategic Partnerships in Energy and Retail
To address rising energy costs, Grow-tec is collaborating with renewable energy providers. At the same time, partnerships with retail chains are underway to test the feasibility of “grow near the shelf” installations. This reduces transportation costs and improves product freshness.
Industry Trends and Grow-tec’s Market Position
Market Growth and External Drivers
Emergui references several macro trends shaping Grow-tec’s strategy:
- Escalating consumer demand for pesticide-free produce
- Labor shortages in agriculture
- Rising food prices and supply chain fragility
- Technological advances in AI, robotics, and LEDs
- Decreasing renewable energy costs
These trends align with Grow-tec’s mission to provide complete, integrated CEA solutions that are not reliant on external variables.
Future Positioning
By focusing on fruiting vegetables—an area where many have struggled—Grow-tec is aligning itself with higher-margin markets. The company’s vendor-agnostic control platform is designed to work with various hardware, maximizing adaptability and cost-efficiency.
Emergui notes: “We’re not just providing technology—we’re offering a complete economic model that works.”
Leadership, Vision, and Milestones for 2025
Collaborative Leadership and Cross-Team Alignment
Emergui’s leadership is grounded in transparency and cross-functional synergy. Regular meetings and shared KPIs will keep sales, marketing, and development teams aligned. His previous experience leading global teams at Pelemix informs his approach to cultural and market adaptability.
Grow-tec’s Roadmap and Success Metrics
Key objectives for 2025 include:
- Four new installations in Europe and North America
- A 30% reduction in labor dependency through automation
- Five strategic partnerships with retail or food companies
- Continued media engagement and thought leadership
- Demonstrable improvements in energy efficiency
Conclusion: A Realistic Vision for Indoor Agriculture
Emergui concludes that what differentiates Grow-tec is its grounding in real-world economics. “Too many companies have failed by selling an idea rather than a solution,” he explains. Grow-tec’s systems tackle current agricultural pain points: labor, climate instability, and food security.
Looking forward, Grow-tec envisions a fully automated food production and logistics ecosystem—an autonomous supply chain delivering fresh, local produce at scale.
“We’ve chosen the hardest path—fruiting vegetables indoors—and proven it can work . That’s Grow-tec.”
Discover more insights by Grow-tec, in our 2025 European Indoor Farming Market Report.
