“Growing up together by sharing the Chinese ‘pie'”

Hoogendoorn Asia seeks to support Chinese gardeners in various fields, for example by collaborating with the Dutch Greenhouse Delta (DGD).

In China, there is a growing demand for fresh, safe, high-quality food. According to Benjamin Devillard, this has everything to do with the growing middle class in China. “This group of Chinese want a good quality of life and can also afford business. It is therefore logical that consumers also place higher demands on their food, “says General Manager of Hoogendoorn Asia. He is an IT engineer by background and has worked for more than fifteen years in many industrial sectors.

Devillard also stresses that the Chinese government considers it crucial to ensure food security and become more self-sufficient in food needs. “This is necessary to guarantee social stability in the country. And the covid pandemic and the war in Ukraine have further reinforced the need to become self-sufficient.”

General Manager sees that in China there is an increasing focus on indoor agriculture. “Land is scarce in China, and it can be used optimally with indoor agriculture. And the war in Ukraine makes it clear, among other things, that in order to maintain the food supply in China, more investment must be made in indoor agriculture.

More challenges
Chinese horticulture has to deal with different challenges. For example, the Chinese government is strongly committed to sustainability, and energy and water consumption must be significantly reduced in the coming decade. Optimization of the food chain is also necessary. “The government wants to make sure that there are no more bottlenecks in the chain. It must run smoothly, from seed to the consumer’s plate. ”

Rising labor costs are another point of attention. It requires custom software and technologies, according to Devillard. Only in this way can companies continue to work efficiently and increase returns. At Hoogendoorn, we respond to this with Work-IT, our management information system that, among other things, helps growers manage their labor efficiently. With the help of this system, employees can be deployed for the right tasks, and it also provides maximum control in terms of work effort. ”

New Green and Beijing Cuihui, a flower greenhouse where Hoogendoorn sets up an academy to create a community among Chinese growers.

Contribute to knowledge development
In addition to labor costs, ‘horticultural know-how’ is a point of attention: because China has only a brief horticultural history, the available local knowledge is limited. While there is a huge need for this due to the growth of the sector, Devillard emphasizes. “Like Hoogendoorn Asia, we think it is important to contribute to this knowledge development as well. For example, we are now also setting up an academy during the construction of the new flower company New green and Beijing Cuihui. Here, Chinese growers can share knowledge to elevate their cultivation performance to a higher level. In short: we want to do more than just sell products, we really want to go one step further. ”

Tailor-made solutions
Hoogendoorn Asia also supports Chinese horticultural entrepreneurs with technical solutions to meet the challenges outlined. “We strive for tailor-made solutions,” says Devillard. “IIVO, our next level climate computer fits perfectly into this picture. IIVO offers many smart technologies for covered cultivation and is equipped with software that can be easily adapted to any situation and specific requirements. IIVO is also equipped with customized software that contributes to optimal energy management.In addition, it is linked to the predictions from Meteo Forecast.In this way, we help growers use energy and water as efficiently as possible.We have recently implemented our IIVO solutions, including energy software, for example in the Honghua project semi -closed greenhouses. ”

In addition, Hoogendoorn Asia supports entrepreneurs in collecting and analyzing data so that they get a good idea of ​​what is happening in the greenhouse. “This platform, which is in line with Chinese law, gives entrepreneurs extra knowledge and more grip and control over their business activities. In that respect, it is an important step towards an Autonomous Greenhouse. ”

big cake
Hoogendoorn Asia places great emphasis on sustainability. For example, the company plants trees for each completed project and has a sustainability certificate in Europe. “But sustainability involves more than just offering a ‘sustainable’ product or solution,” Devillard emphasizes. “It also means working with talented people and entering into partnerships with parties who share the same values ​​and pursue the same dream. And in China, that may be even more true than elsewhere. You can think of China as a big cake; after all, there is enormous potential. As a business, you can choose to eat a large portion of it alone and get sick. But you can also take a small piece and share the pie with the right parties. In this way you will continue to grow together. At Hoogendoorn Asia, we mainly focus on this. And there are still plenty of opportunities: Due to the high demand for high-quality food, it is obvious that horticulture in China will develop further in the coming years. ”

Guide function for DGD
Devillard sees an important role for the Dutch Greenhouse Delta in the development of the Chinese horticultural sector. “DGD acts as a guide that brings parties together and ensures that projects develop in the right direction. And also by giving investors and local authorities the right information and by giving them a ‘global overview’, DGD makes a big difference. ”

For more information:
Dutch greenhouse delta

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