"We realized with the lack of standardization in the industry, vertical farmers are looking for new tech or to update their tech to retrofit," says Isabelle van Doorn, Plant Scientist and Business Development Manager at greenhub solutions GmbH. "We created something that could help fit their needs a bit quicker, a bit faster, and a bit more flexibly."
GreenConnect is a modular, integrative software platform designed to retrofit and enhance the performance of both vertical farms and mid-tech greenhouses.
It was officially launched at the GreenTech 2025 conference, where it drew significant attention from growers, investors, and innovators, including through collaborations with Women in Controlled Environment Agriculture (Women in CEA).
According to Isabelle, the software was created not just to offer a new tool but to meet a critical need: integrating and upgrading existing farm infrastructure without forcing growers to overhaul their systems. "If people already have a climate computer, we can also dock onto those. We don't have to force people to buy new tech," she explained.
© greenhub
Rolling out GreenConnect
What is GreenConnect?
GreenConnect is a flexible suite of software and hardware modules that can be customized to fit the infrastructure of any vertical farm or mid-tech greenhouse controlled by GreenFarm OS. "When you have a lighting unit, for example, we can integrate it and control it through the software. We can dose nutrients, arrange irrigation, and measure any air parameter relevant for plant health - CO2, temperature, humidity," Isabelle notes.
In many ways, it is a direct response to a farming environment that has grown increasingly complex, where growers need solutions that are both powerful and intuitive, advanced yet adaptable.
"We can make it as less complicated as people need it to be, but we also see the need for a solution that people are asking for — something that can start small and grow with them."
© greenhub
Operating from both Leipzig and the Brightlands Campus in Venlo, Netherlands, Isabelle is uniquely positioned to assess market needs across Europe. Her recent market assessment work in the Netherlands has provided critical insights into one of the world's most advanced horticultural sectors.
"The Netherlands is a competitive and challenging market. Greenhouses there are at a different level compared to other countries," she says, "and vertical farming can definitely be a supplement to greenhouse growing."
She emphasizes the synergy between the two approaches: "Hybrid systems are really interesting. For example, using vertical farming for young plant production or propagation in clean environments has huge potential."
She also acknowledged the regional variability in tech adoption: "In some parts of the world, there's a lack of experienced growers. Vertical farming might be easier to adopt because it can be less dependent on weather patterns and given the skill needed for the nuanced art of traditional horticulture."
© Marta del Moral Arroyo | VerticalFarmDaily.com
Isabelle van Doorn, Alexander Jaworski, and Paolo Sadella, at the GreenHub stand at Greentech Amsterdam 2025
Practical use and real-world testing
Following a successful integration at a farm in Germany (a case study available on greenhub's website), GreenConnect was officially launched. "GreenConnect is already active in an indoor farm. After we saw how well the system worked, the decision was made to launch it as a product."
Importantly, greenhub isn't stopping there. The team is actively seeking pilot partners to co-develop features for larger-scale operations. "We are currently doing a pilot and looking for skilled farms to integrate our software and develop features they need. It's a team effort," she said. "If you already have a farm, it doesn't mean you need to buy completely new hardware. We can work together differently."
"In lower-tech areas, growers might only need automated irrigation steering to begin with — and we can start there. The system is built to scale and adapt to different environments."
That adaptability was evident at GreenTech, where international attendees voiced diverse challenges, from water scarcity in arid regions to high energy costs in urban centers. "Let's see where it ends up," Isabelle says with a smile. "I'm super curious to proceed with all of these conversations and different use cases for the product."
For more information:
Greenhub Solutions GmbH
Alexander Jaworski, Chief Operating Officer
alexander.jaworski@greenhub.eu
Isabelle van Doorn, Business Development Manager
isabelle.vandoorn@greenhub.eu
www.greenhub.eu