What happens when you mix horticultural innovation, 230+ kilometres of tarmac, and a questionable decision to cycle to Amsterdam on a mountain bike? You get InnoPhyte Consulting’s unforgettable GreenTech 2025 journey.
This year, we didn’t just attend GreenTech—we earned it.
🚴 London to Amsterdam… the Hard Way
It all began on a sunny Sunday, when we joined the incredible LettUs Grow crew on their annual ride to GreenTech alongside Flexfarming’s Ahmad Mohseni. Let’s just say: they had road bikes. Jim had a road bike. Katia had…well, “How hard can it be on a mountain bike with no training?”.
Day one featured the usual joys of endurance cycling: sore legs, filling pub lunches, and fantastic sightseeing around the Essex countryside with friends and colleagues. It was clear that the LettUs Grow team and Jim had done this before, with Oscar Davidson being crowned the “Cycling King” by the group.
On day two, Katia famously woke herself up snoring whilst napping during a small break (true story and pictures at the end to prove it). But more excitingly, we were welcomed by Infinite Acres to view their field lab once we were in the Hague, where Tisha Livingston, Marc Bruins and the team provided a fantastic tour, alongside some lunch, around the facility where Robert Schouten and Charlie Guy joined the cycling crew for the final leg. By the end of the day, we were rolling into Amsterdam like slightly broken, overly proud N-Demand Project-warriors—with one eye on the nearest stroopwafel stand.
Massive kudos to Oscar Davidson, Issac Pritchard, Jack Farmer, Chelsea Dow and Portia Hill for leading the charge. It was tough, hilarious, and absolutely worth it as seen in the many photos.
Oh—and if you’re thinking about joining the ride next year: train. Seriously.
Katia and Jim from InnoPhyte Consulting and Ahmad Mohseni from Flex Farming and Robert Schouten from Infinite Acres (not pictured).
GreenTech 2025: The Vibe, The Vision, The Vertical Farms
With our bikes parked up outside the building, going into GreenTech after a two-day cycling adventure was surreal, but the energy inside RAI Amsterdam made it instantly worth it.
This year felt different. Yes, the tech was impressive. Yes, AI and robotics have matured. But the real story? The people. The storytelling. The grounded honesty that’s finally taking hold in Controlled Environment Agriculture.
Startups weren’t just pitching—they were reflecting. Many admitted they’re still learning. Others shared real numbers, real outcomes, and real grower feedback. It was less hype, more heart and soul of the work they were doing. As a consulting team, whose focus is to help people’s products and services actually land, we found that shift incredibly encouraging.
Our Highlights? We Have Plenty
- Women in CEA Catch-up (and laughter) hosted by Greenhub Solutions and Thea Otto —an evening of proper conversation and community outside the chaos of the show floor.
- Integrating new technologies to boost performance Data &Tech stage: A talk sharing how technology companies innovate to bring new capability to the glasshouse sector, covering environmental control, lighting and irrigation. Kassim Trembley (Sollum), Jack Farmer (LettUs Grow), Bas de Bekker (Meteor) and James Perry (OSTARA).
- Growy Rooftop BBQ: A lovely invite to continue the conversations outside of the GreenTech halls. Still dreaming of those skewers. Enough said.
- Innovative Solutions and Collaborations at Crops/VF Stage: A look into what technologies have emerged in the UK, and how collaboration accelerates the emergence of solutions to help the CEA sector face the challenges. Alana Kluczkovsk (UK Urban AgriTech/ VFAST), Aurélie Bovi (UK Agri-Tech Centre), Marcus Comaschi (GyroPlant Ltd), and Charles Veys (Fotenix).
- R&D Speed Dating at “Research Meets Innovators”: A whirlwind of pitches, questions, and big ideas. Several new project seeds were planted—now we just need to water them.
- Infinite Acres Farm Visit (The Hague): A brilliant peek behind the curtain, at their Field Lab. Technical, ambitious, and incredibly well hosted, which set us up well for their invite-only talk at GreenTech.
- Hands-free harvest talk: An interesting discussion on how automation is cultivating the future through AI, automation and how we can reshape horticulture by expanding the role of intelligent software in crop growth optimisation. Jasper den Besten (Advies), Goncalo Cabrita (Periplo Innovation), William Pelton (Phytoform) and Laura van de Kreeke (Growy).
- Trans Atlantic CEA Alliance: A dynamic discussion into the power of egoless collaboration on the North Atlantic Alliance. Debating defragmentation strategies for innovative knowledge and technology transfer to enhance international security. Ramin Ebrahimnejad (James Hutton Institute), Eva Helén (BRAVE Industries), Tisha Livingston (Infinite Acres) and David Bubenheim (University Of California Agriculture & Natural Resources).
- CEA Standards – How to scale future food systems: a great overview of the challenges that the sector faces and how to face them as CEA and indoor farming continue to grow. Freddie Reed (IGS), Tom Webster (GrowUp Farms), Dr. Jan-Gerd Frerichs (Körber Business Area Technologies) and Marc Bruins (Infinite Acres).
- So many more highlights, including everyone we spent time with that feels impossible to name everyone.
What We’re Taking Away
The best part of GreenTech isn’t just what’s on the booths or stages—it’s what happens in between. The five-minute conversations that change everything. The quiet moments where a prototype sparks a new idea. The laughter, the late-night WhatsApps, the “let’s actually do this” follow-ups.
We left with full notebooks, new friends, aching legs, and big smiles all round.
It was a big year for GreenTech. The sector is growing up—faster, smarter, and more open than ever before. Data was a bigger theme than ever (finally!), with AI and robotics grounded by practical, proven use cases. There’s still work to do, but the direction is right.
And above all, GreenTech 2025 reminded us why we do what we do: to bring people together, ask the hard questions, and help build an agri-tech industry that’s as sustainable as it is smart.
See below the collage of pictures celebrating our adventure to GreenTech and if we didn’t see you this year, we hope to in 2026!
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