Green Simplicity BV Netherlands

This interview details Green Simplicity, an indoor farming technology company based in the Netherlands. The interview is with Wessel van Paassen, Owner of Green Simplicity.

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What is the origin story of Green Simplicity?

Green Simplicity is founded by Wessel van Paassen in 2014, with the goal to make plant research (under LED light) accessible for growers. Nine years later, Green Simplicity had over 150 systems running all over Europe (mainly in the Netherlands), wiched are beeing used by glasshouse growers, breeders, research insituted and plant propagation companies, to find maximum plant potential.

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Together with our customers we see what is possible and for what crops it can be interesting to grow partly or completely in an indoor environment.

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In 2020 Green Simplicity Concepts B.V. was founded where we develop and build large vertical farming and indoor growing systems. We focus on selling concepts that work and that can be used for our customers to grow high quality crops and to earn good money.

What are some of the biggest challenges facing Green Simplicity in the future?

Making a foolproof system that everyone can use/buy, dedicated for a particular range of crops.

What is unique about Green Simplicity compared to competitors?

Green Simplicity, develops and builds the system around the plant. Because we help and support growers in doing research in an indoor environment, we gain knowledge about a lot of different crops grown without daylight. This knowledge we blend into our new vertical/indoor farming concepts. We think in building blocks to keep scaling up in a payable and scabable way.

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How do you measure the impact of your company so far? (Revenue, Employees, Customer Quantity, Production Volume) etc?

I only started with the idea to make plant research accessiblefor growers. In 9 years time we gained a lot of information, growing and light recipes for many different crops. We manage to develop large scale vertical and indoor growing concepts that are already running on large scale.

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In the near future we will focus more on selling concepts in stead of only parts of the solution, like climate systems, lighting systems or automated transport systems.

What have you learned that you wish you knew when you joined or started the company?

I never thought that i could learn so much so fast. I learned whats it's about to run a business. To communicate and work together with growers and breeders, how to setup partnerships and that looking to anther industries can be very helpful for your own business. We build an awesome young and talented team and are ready to scale up.

How can people connect with you or learn more about Green Simplicity?

People can connect with Green Simplicity by visiting our website, by following us on LinkedIn or by sending an email to info@greensimplicity.nl

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Green Simplicity joins GreenV:

• Green Simplicity was acquired on May 24, 2023 by GreenV
• At the time of the acquisition, Green Simplicity had approximately 250 customers, mainly growers and breeders in the Netherlands

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