171: Vertical Farming’s Missing Link: Integrating Greenhouse Wisdom with Wessel van Paassen of Green Simplicity

Ever wondered why some vertical farms thrive while others struggle? The answer might lie in combining traditional horticultural wisdom with cutting-edge technology.

I sat down with Wessel van Paassen, Managing Director at Green Simplicity, to explore the intersection of greenhouse expertise and vertical farming innovation. Born into a family of flower growers, Wessel brings a unique perspective to the vertical farming industry. His company, Green Simplicity, has been at the forefront of developing research chambers and vertical farming solutions for the past decade.

Wessel shares how his background in traditional horticulture has shaped his approach to vertical farming. He emphasizes the importance of efficiency, optimization, and practical knowledge in developing successful systems. We discuss the challenges faced by the vertical farming industry and how lessons from greenhouse cultivation can be applied to indoor farming.

Our conversation covers a range of topics, including the evolution of vertical farming technology, the importance of collaboration within the industry, and the potential for hybrid approaches that combine greenhouse and indoor farming techniques. Wessel also offers insights into the future of vertical farming and the role of companies like Green Simplicity in driving innovation.

If you're interested in the future of agriculture and want to understand how traditional farming wisdom can inform cutting-edge vertical farming solutions, this episode is a must-listen. Tune in to gain valuable insights from one of the industry's most experienced voices.

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Key Takeaways

5:27 Evolution from research chambers to vertical farms

10:30 Pioneering LED lighting in tulip cultivation

16:58 Challenges of vertical farming system integration

24:40 Attending conferences and industry trends

29:45 Green Simplicity joining the GreenV group

35:08 Preparing for growth and future innovations

Tweetable Quotes

"I always say under pressure everything gets fluid. So you have to make sure it works at the ends of the line."

"We are not a company that can say, 'Oh, we prove that you can produce 120 kilos of lettuce.' I just say I've never done lettuce. But if you now produce 80 kilos and your climate is this, I know it will be better because our climate is just spot on and we have uniform light distribution."

"Seeing is believing. I always say talk to my customer and don't involve me. Then you know the real story."

Resources Mentioned

Website - https://greensimplicity.com/en/

LinkedIn – https://www.linkedin.com/in/greensimplicity/

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Mentioned in this episode:

2025 Precision Ag Report by iGrowNews

2025 Precision Ag Report

2025 Precision Ag Report by iGrowNews

2025 Precision Ag Report