Innovation MeetUp: New Tech

Eruption of technology ; disruption of our cultivation?

The world of technology has reached an enormous acceleration. In addition, technology and one vision of technology become available from "techies" outside the traditional hortitech playing field. In the MeetUp "Eruption of technology; disruption of our cultivation & business? " we look at the vision of these "outsiders" on the impact on cultivation, sales and supply in Dutch horticulture.

Keynote Rob Trice - agrifoodtech investor at Better Food Ventures and the founder of The Mixing Bowl  - will speak about the changing field of technology innovation in Horticulture.
The world of technological innovation in horticulture is no longer a world where Dutch horticulture has the exclusive right. We see more and more innovations coming from new entrants in this market and / or from spearhead developments in other countries. The question is whether that is bad, but also what that means for Dutch Horticulture from a technology, cultivation and trade perspective. Rob Trice provides an overview of developments in the world market domain. He also gives his vision on how the Netherlands can remain 'in the lead' in this development.

Ton Wallast - Chief Financial Officer Priva - will speak about Different Thinking. The approach to technological innovation in Horticulture Netherlands is often budget driven, with "precise & slow" as the basis. But does the enormous speed of technological development not require an approach to "roughly right and fast"? And do you have to do that on your own or do you just have to collaborate more and more with other parties from other domains. Ton Wallast gives you his vision on how Dutch Horticultural Tech companies are going through a transition in this.

During a table discussion, the speakers talk to various guests about what is needed within the Dutch domain to keep the Netherlands in top-of-the-business. What are the opportunities and what are the obstacles?


12:30 - Reception with a small lunch

13:30 - Introduction by Chairman Harrij Schmeitz, Techology Pull

13:35 - Keynote Rob Trice - investor in agrifoodtech at Better Food Ventures and the founder of The Mixing Bowl - "The changing field of technological innovation in horticulture"

14:15 - Ton Wallast - Chief Financial Officer Priva - 'Different Thinking'

14:35 - Table discussion where different guests will join:

  • Ton Wallast, PRIVA
  • Bas Lagerwerf, Van de Berg Hortimotive / AVAG
  • Marcel van Haren, FME
  • Willem Endhoven, Top Sector High Tech
  • Toon Hermans, DemCon
  • Rogier de Graaf, Webflight

15:00 - Break

15:30 - 'Technology: growing more than usual'

16:15 - Discussion about which system innovation is needed to make Dutch horticulture suitable for new technology.

  • Gerben Ravensberger, Lily's of Life
  • Mike Poodt, RijkZwaan

16:45 - Network drink until 18:00

Attendance is open to those who have received a personal invitation. Those who have not received an invitation but would like to attend the event can file a request for an invitation via the button below.