Dutch horticultural suppliers are shifting their focus in China from exporting complete greenhouse systems to selling advanced technology, proprietary software, and system integration. This strategic pivot comes as China's domestic greenhouse industry has advanced significantly, while Dutch firms aim to leverage their expertise in specialized software and technology where they still hold a competitive edge.
Dutch horticultural firms are adapting their business models in China to capitalize on their technological expertise as domestic competition grows, aiming to maintain market share by focusing on high-value software and system integration rather than complete greenhouse construction.
Dutch horticultural suppliers are increasingly focusing on selling advanced technology, proprietary software, and system integration in China, rather than exporting complete greenhouse systems. This strategic shift comes as China's domestic industry has made significant advancements in greenhouse construction, diminishing the competitive advantage of Dutch firms in that area.
Dutch companies aim to leverage their expertise in specialized software and technology, where they still hold an edge. This pivot was highlighted by a trade and investment program in April 2026, organized by SMM China in coordination with Dutch Greenhouse Delta (DGD), the Netherlands Enterprise Agency (RVO), and the Dutch Embassy in Beijing. The program facilitated connections between Dutch firms and key Chinese partners through seminars, site visits, and matchmaking sessions.
China's horticulture sector is undergoing rapid modernization, driven by growing consumer demand for safe, high-quality produce from controlled environments and increasing attention to environmental sustainability. The Netherlands, with its extensive experience in energy-efficient and sustainable horticulture, is positioned as a trusted partner for advancing modern, controlled growing systems. The NL Protected Agri Alliance China (SMM China) plays a central role in orchestrating these efforts, connecting Dutch businesses, knowledge institutions, and the government to contribute to sustainable horticultural projects across China.
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