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From a unique ‘light recipe’ for growers to scalable, innovative systems that control and optimise the entire cultivation process – Wessel van Paassen, Founder and Director of Green Simplicity, combines cultivation expertise with technology. His mission? To help growers scale up their production with knowledge and a practical Dutch approach – always putting the plant first.
‘Light recipe’ for cultivation
Founder and Director of Green Simplicity, Wessel van Paassen, grew up in greenhouses. While studying Horticulture & Crop Production, he discovered the impact of LED lighting on plant growth – and that the right ‘light recipe’ could lead to faster, stronger results. This insight led to the development of a system that allows growers to unlock the full potential of their crops by gaining control over all key growth factors.
Cultivation + Technology = optimal growth conditions for every plant
Since then, Green Simplicity has evolved well beyond lighting. Today, every growth factor that influences cultivation can be controlled within precisely managed environments. Together with his team, Wessel has developed several Solutions. – semi- and fully automated growing systems that give growers full control over conditions for propagation or large-scale production. The result? Higher output, with stronger, more uniform crops – and minimal energy input. These systems enable growers to produce more, better, or stronger plants all year round. For every client, Wessel seeks the ideal combination of cultivation knowledge and smart technology.
Indoor & Vertical farming: effective and cost-efficient
Wessel also applies his expertise in the field of Indoor & Vertical farming. “The biggest mistake many companies make is trying to reinvent the wheel. We take a different approach: we use proven technologies and refine them – tailored to the crop and the grower’s location.” What started with a single light recipe has grown into fully automated vertical farms, where plants are cultivated from seed to final product. Working with HT Verboom and other sister companies within GreenV, Green Simplicity connects all systems into one integrated solution. An advanced software platform manages every aspect of the indoor or vertical farm – from lighting and climate to CO₂, irrigation and logistics – while collecting data at every stage of cultivation. That crop data, combined with harvest outcomes across different batches, is optimised using AI into customised crop recipes. The system then provides growers with data-driven suggestions to further optimise cultivation. Everything – from light and climate to CO₂, water and logistics – is finely tuned to the crop’s needs. Or, as Wessel puts it: “We wrap the technology around the plant – this is how we integrate the grower’s expertise into the technology. " GreenV koppelen we alle systemen aan elkaar tot één werkend geheel. Via een geïntegreerd softwareplatform worden alle systemen in een indoor en vertical farm aangestuurd en wordt alle meetdata van dat wat het gewas meemaakt, geregistreerd. Deze data gecombineerd met de oogstgegevens van de verschillende partijen en gewassen, worden via AI in een teeltrecept geoptimaliseerd. Het systeem geeft vervolgens de teler suggesties voor het verder optimaliseren van de teelt. Alles, van licht en klimaat tot CO2, water en logistiek, wordt zorgvuldig afgestemd op de behoefte van het gewas. Of zoals Wessel het zegt: “Wij vouwen de techniek om het plantje heen, zo implementeren we het vakmanschap van de teler in de techniek. “
Scaling smartly
As part of the GreenV group, Green Simplicity now has the technology, network and capacity to deliver scalable horticultural solutions worldwide. But the company also supports growers who prefer to transition gradually to daylight-free and fully controlled cultivation. “We have many tools that can be delivered as a complete system or used modularly,” says Wessel. “We tailor each solution to the grower’s situation and take their revenue model into account.” For growers just starting with vertical farming, Green Simplicity offers small-scale solutions to begin with – always with future scalability in mind. “Scaling smartly is more important than starting big,” Wessel explains. “Thanks to intelligent design, everything can be expanded later. That’s how we help growers scale their production – in any situation, and at any location.”
Want to know more?
Curious how you too can achieve better results from your crops? Ask Green Simplicity. Wessel and his team would be happy to explore the possibilities with you.