{"id":1653,"date":"2025-05-16T12:23:09","date_gmt":"2025-05-16T10:23:09","guid":{"rendered":"https:\/\/greensimplicity.com\/?page_id=1653"},"modified":"2025-06-03T18:12:56","modified_gmt":"2025-06-03T16:12:56","slug":"wessel-van-paassen","status":"publish","type":"page","link":"https:\/\/greensimplicity.com\/en\/wessel-van-paassen\/","title":{"rendered":"Wessel van Paassen"},"content":{"rendered":"

From a unique \u2018light recipe\u2019 for growers to scalable, innovative systems that control and optimise the entire cultivation process \u2013 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 \u2013 always putting the plant first.<\/strong><\/p>\n\n\n\n

\u2018Light recipe\u2019 for cultivation<\/h3>\n\n\n\n
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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 \u2013 and that the right \u2018light recipe\u2019 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.<\/p>\n<\/div>\n\n\n\n

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Cultivation + Technology = optimal growth conditions for every plant<\/h3>\n\n\n\n

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. \u2013 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 \u2013 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.<\/p>\n\n\n\n

Indoor & Vertical farming: effective and cost-efficient<\/h3>\n\n\n\n

Wessel also applies his expertise in the field of Indoor & Vertical farming. \u201cThe biggest mistake many companies make is trying to reinvent the wheel. We take a different approach: we use proven technologies and refine them \u2013 tailored to the crop and the grower\u2019s location.\u201d 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 \u2013 from lighting and climate to CO\u2082, irrigation and logistics \u2013 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 \u2013 from light and climate to CO\u2082, water and logistics \u2013 is finely tuned to the crop\u2019s needs. Or, as Wessel puts it: \u201cWe wrap the technology around the plant \u2013 this is how we integrate the grower\u2019s expertise into the technology. \" GreenV<\/a> We connect all systems together into one functional whole. All systems in an indoor and vertical farm are controlled via an integrated software platform, and all data measuring what the crop is experiencing is registered. This data, combined with the harvest data from the different batches and crops, is optimised via AI into a cultivation recipe. The system then provides the grower with suggestions for further optimising cultivation. Everything, from light and climate to CO2, water, and logistics, is carefully tailored to the needs of the crop. Or as Wessel puts it: \u201cWe fold the technology around the plant, thereby implementing the grower\u2019s expertise into the technology.\u201c<\/p>\n\n\n\n

Scaling smartly<\/h3>\n\n\n\n

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. \u201cWe have many tools that can be delivered as a complete system or used modularly,\u201d says Wessel. \u201cWe tailor each solution to the grower\u2019s situation and take their revenue model into account.\u201d For growers just starting with vertical farming, Green Simplicity offers small-scale solutions to begin with \u2013 always with future scalability in mind. \u201cScaling smartly is more important than starting big,\u201d Wessel explains. \u201cThanks to intelligent design, everything can be expanded later. That\u2019s how we help growers scale their production \u2013 in any situation, and at any location.\u201d<\/p>\n\n\n\n

Want to know more?<\/h2>\n\n\n\n

Curious how you too can achieve better results from your crops? Ask Green Simplicity<\/a>. Wessel and his team would be happy to explore the possibilities with you.<\/p>","protected":false},"excerpt":{"rendered":"

Founder and Director of Green Simplicity.<\/p>","protected":false},"author":1,"featured_media":2577,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-1653","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"mb":[],"mfb_rest_fields":["title"],"_links":{"self":[{"href":"https:\/\/greensimplicity.com\/en\/wp-json\/wp\/v2\/pages\/1653","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/greensimplicity.com\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/greensimplicity.com\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/greensimplicity.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/greensimplicity.com\/en\/wp-json\/wp\/v2\/comments?post=1653"}],"version-history":[{"count":0,"href":"https:\/\/greensimplicity.com\/en\/wp-json\/wp\/v2\/pages\/1653\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/greensimplicity.com\/en\/wp-json\/wp\/v2\/media\/2577"}],"wp:attachment":[{"href":"https:\/\/greensimplicity.com\/en\/wp-json\/wp\/v2\/media?parent=1653"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}