Politics, AI, substrates, relationships, integrated crop management, labour, acquisitions, flowers, plants, and packaging. In addition to the numerous educational sessions at Cultivate 2025, a lot can be learned from walking the trade show floor. Here are some insightful takeaways and a free-for-all bonus tip.
© Arlette Sijmonsma | VerticalFarmDaily.com
Longstanding relationships
Horticulture is, in many ways, a relatively young industry—driven by new technologies, innovations, and people. But let's not forget the stories already written, often by family-owned businesses with decades of history. If it's greenhouse builders, greenhouse control system developers, brokers or other suppliers, the longstanding relationships between growers and these companies often prove stronger than whatever new trend or market development happens to be in the spotlight. These businesses, and the growers they work with, drive the North American horticultural and floricultural industries, and despite challenges in the current environment, they will continue to do so for decades to come.
Politics
Politics used to be a social taboo at trade shows. Not anymore. This year, it was a common point of discussion—not necessarily politics itself, but its effects: tariffs, market uncertainty, and immigration enforcement. While most conversations still aimed to avoid polarization, the shift is noticeable and marks a broader cultural change.
Substrates
It's going to be a hot summer for substrate companies—or at least, let's hope it's a dry one in the Baltic states. Persistent rain has made peat harvesting difficult. Combine that with reduced supply from Canada (though reports vary), and mounting pressure on the coco market, and you can do the math yourself. We're keeping an eye on the weather forecasts and will update you once more is clear.
Substrate alternatives and automation solutions
The pressure on traditional substrate sources may accelerate the adoption of alternatives—either blended with existing materials or used standalone. Wood fibers have been around for several years but seem to be gaining traction. Other options presented this year include gels (especially for plugs) and even alternative products such as wool pellets. Expect adoption to grow as automation suppliers continue adapting their systems to these materials—and they definitely are.
Organic substrates and soil additives
Talking about substrates again? Yes—and for good reason. The current challenges are driving deeper understanding of soil health and biology. North America has long been a leader in this space, and new research, products, and know-how are reinforcing that position. From bionutrition to biocontrol, the momentum is growing.
Flowers and plants
In the product offering, compact plant varieties attracted attention, along with an emphasis on fragrance—an increasingly important factor for consumers. Bicolor varieties were also prominent and air plants are gaining popularity as houseplants, appealing to consumers looking for low-maintenance, decorative greenery. On top of that, drought and heat resistance are becoming more and more crucial.
Packaging
A noticeable trend was the move toward more sustainable packaging solutions. Biodegradable materials, recyclable plastics, and minimalist designs were prevalent. Interestingly, it became clear that North American trends are running about three years behind Europe: colors and styles that were trendy in Europe a few years ago are now making their mark at Cultivate.
© Elvira Oosterbaan | VerticalFarmDaily.com
Integrated crop protection
As retailers continue to increase their influence over the crop protection products used in the production of fresh produce and floricultural crops, the development and adoption of biological crop protection solutions also continue to grow. When combined with the growing attention to soil life (as mentioned above), the importance of integrated growing practices becomes even more evident.
Acquisitions and upscaling
After a few intense years of acquisitions in the supply chain, the pace appears to have slowed—though it hasn't come to a complete stop. While the enthusiasm of external investors for horticultural suppliers may have cooled, it hasn't disappeared. Upscaling within the industry continues, with companies acquiring peers, competitors, or forming strategic partnerships.
Although not a central focus at Cultivate itself, developments in the greenhouse vegetable sector are ongoing, with independent growers still being acquired on a regular basis. On the supplier side of the chain, acquisition activity seems to have eased somewhat—but it certainly hasn't stopped. Just this week, the Van Der Knaap / Premier Tech news broke.
AI
AI wasn't omnipresent, but it's still a hot topic in the industry, and the reluctance around it is fading. While autonomous cultivation or full AI takeovers of certain aspects of growing or processing weren't mentioned, partial adoption of AI tools is clearly underway. Whether in information processing, scouting, or climate control, the hesitation to adopt AI seems to be fading. Growers are actively integrating AI or exploring how to apply it in their operations.
Robotization and automation
Robotization and automation have been hot topics at the show for years. With rising labor costs and persistent labor shortages, robotic solutions remain in high demand—whether for cultivation or post-harvest activities. The current government's tough stance on immigration, the lack of new visa programs, and recent ICE raids, even affecting farms, only add to this urgency.
Control and automation systems continue to evolve, helping growers gain better insight through sensors and data, ultimately increasing the acreage a single grower can manage. Suppliers should keep in mind the importance of local presence and reliable maintenance support.
Bonus tip
Thinking about attending next year? Bring a jacket. The industry might be heartwarming, and Columbus in summer might be hot, but the temperature on the trade show floor? Not so much. Check out what other people wore in our photo reports.