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Hoogendoorn on participating in #Expo2020

We spoke to Martin Helmich of Hoogendoorn on why they decided to join the Dutch participation to Expo 2020 in Dubai as a sponsor. 

Why are you participating in Expo 2020 Dubai?

With nature and technology in our DNA, Hoogendoorn Growth Management is proud to announce to be the sponsoring the Netherlands pavilion during the Expo 2020 Dubai. We believe that the Expo 2020 Dubai redefines the world of healthy food production, during an unique exhibition in which innovation, technology and plant-focused art are being centralized. Hoogendoorn is ready to show the world the data-driven and sustainable future of horticulture.

In a unique six months, the Dubai Expo 2020 will be all about Connecting Minds, Creating the future. In specific, the heart of the Netherlands Pavilion symbolizes uniting water, energy and food. This core value is fully in line with Hoogendoorn’s vision to deliver the most sustainable and innovative process automation solutions to feed the world’s growing population. Similar to DutchDubai, Hoogendoorn has the continuous drive to contribute to the UN Sustainable Development Goals which are the pathway to a new century. A new century where eyes are opened to make different choices on how to deal with scarce resources.

What will you be contributing to the Netherlands pavilion?

In the horticulture of the future, just-in-time deployment of resources is essential, totally based on objective feedback from the crop. These unique living organisms are very capable of indicating what resources they need at any given moment in time.

To demonstrate this feedback mechanism of the crop, Hoogendoorn Growth Management sponsors the essential IIVO process automation, sensors and smart cameras for the Biotope. From the other side of the world, one can analyze the real-time situation in “the Cone”. Moreover, through the camera images the thousands of edible lettuce plants in the various growth stages are visible. In addition, the climate conditions in “the Cone” are continuously recorded for the edible lettuce production. All data collected with Hoogendoorn’s industry standard hardware is connected with the IIVO process computer. On top of that, IIVO is fully based on plant physiological knowledge and the most cutting edge techniques. Techniques in which the connection is made between Artificial Intelligence and Expert Intelligence, for the purpose of production increase qualitatively and quantitatively.

Which Expo 2020 Pavilion will you be visiting first?

During the Expo 2020 Dubai we will first visit the Netherlands Pavilion. Because we are proud that the Netherlands has developed such an innovative, sustainable and artistic pavilion. A pavilion that represents a new way of thinking for the future of horticulture. A pavilion in which technology and nature actually are connected and all international visitors are inspired in the field of sustainability. Of course Hoogendoorn Growth Management is honored that we are sponsor of this ‘Biotope’.

Which Expo 2020 innovation or sustainable solution are you curious about?

We are intrigued by the unique convergence of all sustainable technical solutions that are deployed in “the Cone”. From water saving, water extraction, solar panels to the deployment of sensors and other AI-related solutions for the realization of just-in-time management. All solutions have been thought of by the project management team of DutchDubai. Everything comes together in an unforgettable data-driven cultivation system where visitors can remotely admire the growth of the plants. In an unforgettable building where all things will be based on the realization of the most efficient production. This is what Hoogendoorn Growth Management is committed to in more than 100+ countries worldwide.

Who would you like to have a “connecting mind” moment with, during Expo 2020?

In addition to connecting nature and technology being in our DNA, connecting people is also central to us. As market leader in the Middle East, we want to experience even more inspiring moments with our customers and partners in the region during Expo 2020 Dubai. Moreover, we would like to meet with people who will share with us the responsibility for taking care of the food sustainability and food safety of the UAE. On top of that, we would like to share our vision, knowledge and technology with them enthusiastically to reach our common goal.


Read more about our proud Dutchdubai sponsor

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