As Vice President of International Business at Martin Stolze – a specialist in automated transport systems for the horticulture industry – Richard van de Waart is well acquainted with the peculiarities of Mexico and other Latin American markets.
This connection was deepened when Richard – who has worked closely with Plantanova for a number of years – became a member of the Plantanova Advisory Board in March 2025.
In the first Plantanova Interview, Richard offers his take on the potential offered by the Mexican horticulture industry and why finding the right supplier for your specific needs is often more important than the level of investment.
Can you tell us how you came to join the Plantanova Advisory Board?
Richard van de Waart (RVW): I was very thrilled when I was asked to join the Board, but there were two things I had to consider when Pharis made the offer: first, whether I had permission from Martin Stolze; and secondly, that it didn’t interfere with my friendship with Pharis in any way whatsoever. Luckily, Pharis told me our friendship being affected was out of the question.
I first met Pharis when he came to our office in search of a grafting line. We’ve done business ever since and it’s always been a pleasure. I will always give him advice, even when it’s about something we don’t have in our portfolio.
What potential do you see for synergies between Dutch technology specialists and Mexican horticulture companies?
RVW: I think the Mexican market in general is only at the beginning of the curve. It’s going to be growing at all sorts of levels. It’s going to be a huge industry, both from an investment and a production point of view.
When you look at Dutch horticulture, we’re the best in a lot of things, which means we have so much knowledge to share. I think where things really take shape for Mexico is not necessarily with high-tech equipment, but having the right equipment for a specific job. It’s not necessary – from my point of view – to try to automate 100%.
So it’s important to find the right suppliers who can bring the right technologies to the grower anywhere in the world. There are companies in The Netherlands that can bring the kinds of technologies that the Mexican industry needs – these are the relationships that Plantanova is fostering through the new office at the World Horti Centre.
Pharis and Plantanova were early adopters of these kinds of relationships and technologies, and that’s why you see a lot of companies finding their first introduction to the Mexican market through Plantanova.
How does Mexico compare with other countries where you have worked?
RVW: I work in the Americas, North and South America, and each market needs its own approach. You have to bring the right technology to that specific grower, to that specific region.
That is really important and this is why Plantanova’s new office at the World Horti Centre is so significant. It will make it easier to select suppliers who can adapt and bring the right technology. There’s a lot of technology, but not all of it is suited to the Mexican market.
