Across the globe, high-tech horticulture is booming—and so is the demand for skilled growers. But running a greenhouse operation is about more than just coaxing the last kilo out of a tomato plant. At FoodVentures, they know it's more like a survival expedition. With that in mind, the company is launching a bold recruitment initiative: The FoodVentures Growers Competition, a survival challenge was designed to uncover the next generation of resilient, resourceful horticultural leaders.
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More than just growing plants
The global expansion of advanced greenhouse technology has led to a wealth of knowledge about how to launch horticultural businesses. But experience has also shown how much can go wrong in the early years of a new project—especially in remote or undeveloped regions.
"Projects are often sold like they're plug-and-play production factories," says Dirk Aleven, co-founder of FoodVentures. "But in reality, setting up a company is far more complex—especially in regions without a horticultural tradition, where there's little local expertise."
In the first year, equipment can break down, systems fail, and teams may be overwhelmed. "People don't always know what to do, and that's where the real challenge lies."
From Sweden to Saudi: Adaptation is key
FoodVentures operates high-tech greenhouses around the world—from the icy landscapes of Sweden and the vast farmlands of Ukraine to the remote steppes of Kazakhstan and the tropical beauty of Hawaii. Each location has its own unique climate, culture, and logistical demands. Growers must constantly adapt—not only to new crops or climates, but also to local teams, supply chains, and technical limitations.
"The best growers can go crazy in these environments," Dirk explains. "Once the greenhouse is up, you need someone who can manage the whole operation under pressure. It's not just about production anymore—it's about making the right decisions at the right time. What alarm on a Saturday night can wait, and what needs immediate attention?"
In places like Texas, Kazakhstan, or Saudi Arabia, he adds, "You'll be lucky to hit 70–80% of your production potential in the first year. It takes time to get everything running smoothly. By year two, you improve. Year three, you really hit your stride."
Yet, investors and partners often expect immediate factory-like results. "You have to understand your stakeholders—investors, suppliers, buyers. It's as much an intellectual challenge as an operational one. Running a business means more than knowing your climate settings."
Why people stay
Despite the challenges—or perhaps because of them—FoodVentures has built a tightly-knit team with an unusually low turnover. "You're working with a close team, solving difficult problems in extreme environments," says Dirk. "People love the combination of hard work, tough locations, a passion for plants and technology. It's an adventure."
The Growers Competition: A new kind of recruitment
Finding people with that unique combination of skills and mindset is no small task. That's why FoodVentures has created The Growers Competition, which recently closed its submission.
"This competition mirrors the challenges we face every day," Dirk explains. "Just like in our global operations, participants must make quick decisions, work as a team, and find solutions in high-pressure situations."
But this is no typical agricultural event. It's a survival challenge, pushing participants to their mental and physical limits. Think: navigating rough terrain in a 4x4, building a fire in the wild, or solving urgent logistical problems with minimal resources. "We're looking for stress-resistant, determined individuals who can adapt fast and thrive anywhere," Dirk says. The top five competitors won't just earn bragging rights—they'll be offered the chance to join FoodVentures and experience the grower's adventure firsthand.
For more information:
Food Ventures
Dirk Aleven
dirk@foodventures.eu
www.foodventures.eu