Priva

This article details Priva, a company based in the Netherlands. The interview is with Fred Ruijgt, Manager Indoor Growing at Priva.

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Can you talk about Priva, what they do, the origin of the company?

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Priva began in the late 1950s in the Netherlands, initially targeting Process Automation for the greenhouse industry, which was at the forefront of commercial greenhouse operations globally. Over the years, Priva has evolved to become a market leader, with our technologies being utilized in six out of ten greenhouses around the world.

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Our offerings include advanced climate control systems, energy-saving solutions, water reuse systems, and data management tools. In addition to our 18 branch offices, we collaborate with over 450 global partners for installation, maintenance, and services. The Priva Academy, an educational wing of our company, provides comprehensive training for both our partners and end-users to ensure optimal use of our systems.

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Expanding our expertise into building automation about 40 years ago, we later integrated this with our greenhouse technology to spearhead innovations in indoor farming controls. This integration has allowed us to offer state-of-the-art solutions for managing environmental conditions in indoor farms, combining climate control, lighting, CO2 management, irrigation, and sensor-based monitoring into a cohesive, user-friendly system.

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What are the challenges for Priva in the indoor farming space?

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In the emerging market of indoor farming, the primary challenge is ensuring that investments are both practical and profitable. Our focus is on simplifying the complexity of indoor farming technology to emphasize crop cultivation's essential aspects. We aim to guide prospects and leads towards understanding the importance of practical crop growing over the allure of technology overload. This focus on practicality over an engineering-driven approach is critical for the sector's sustainable growth.

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What are Priva's unique aspects compared to other automation suppliers?

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Priva's unique selling point lies in our ability to seamlessly integrate the worlds of building automation and horticultural expertise under one roof. This integration results in a unique hardware and software platform that provides a unified user interface and integrated controls for managing the various elements of an indoor farm. Our approach makes managing complex systems simpler for the user, which is a significant advantage over other suppliers who might offer more fragmented solutions.

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Could you share some high-level statistics about Priva?

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With around 600 employees globally, Priva's workforce is primarily concentrated in our head office in Holland, with 375 people. Our international presence includes substantial offices in the U.S., Canada, and China, alongside various subsidiaries worldwide. This extensive network allows us to provide localized support and services to our customers, reflecting our commitment to being a global leader in our field.

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Where do you see the fastest growth in the industry globally?

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The growth in the industry is region and crop-specific. In the realm of medicinal cannabis, we closely track global legislative changes, with Southeast Asia currently experiencing rapid growth. The food crop sector shows promise in arid regions and the U.S., with the Middle East and Southeast Asia leading in terms of requests. In these areas, there's a growing trend towards year-round, locally sourced food production in indoor farms, responding to local needs and sustainability goals.

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Are there any trends in food crops that are gaining attention?

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Strawberries have emerged as a highly sought-after crop, dubbed 'the new gold' in the industry. While leafy greens and lettuces are popular among beginners due to their relative ease of cultivation, the economic feasibility of these crops is often challenging. A rising trend is the diversification of crop production to meet the demands of large retailers, with farms moving towards providing a mixed basket of produce, including herbs and cherry tomatoes, alongside traditional crops.

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What are your thoughts on vertical farming versus greenhouse farming?

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The choice between vertical farming and greenhouse farming largely depends on the geographical location and climate. In hot climates, vertical farming offers significant advantages in terms of cooling efficiency. Conversely, in regions with abundant land, like the Middle East, large-scale greenhouses can be more efficient, although they require cooling as well. The decision is often based on balancing land availability with the efficiency of climate control technologies.

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What have been some key learnings since you joined Priva?

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One of the key learnings is the importance of building the right consortium for each farming project. It's crucial to engage with companies that can contribute effectively to the farm’s objectives, ensuring high-quality components across the board. The interactions between different farm components are as important as their individual quality, emphasizing the need for a holistic approach to farm design and operation.

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Is there anything else you'd like to share about Priva?

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Priva is committed to supporting a diverse range of agricultural projects, from basic setups to advanced high-tech operations. We aim to be a comprehensive solution provider, assisting growers with diverse needs, whether they are tackling water scarcity, aiming for sustainable practices, or pursuing commercial success. Our flexibility and wide range of solutions make us a versatile partner in the agriculture industry.

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Where can people learn more about Priva?

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Those interested in learning more about Priva can start with our website, which offers a wealth of information. For more personalized discussions or in-depth inquiries, especially regarding indoor farming, I am available for direct contact: Fred.Ruijgt@priva.com

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