In the world of high-tech greenhouses, Priva sees itself as the brain and nervous system of a greenhouse horticulture company: a system that controls everything a plant needs to thrive. From climate control to irrigation, from CO₂ to lighting, Priva connects and orchestrates the processes that enable growth. In this MasterKas interview, CEO Hans Peters discusses the balance between innovation and practical application, the changing role of the grower, and the future of the sector.
The first question comes from Tiffany Meijer, with whom we spoke last time: “How do you at Priva ensure that innovations are not only progressive, but also practically applicable for national and international growers?”
Hans: “We see ourselves as the experts' choice for installation partners and national and international growers. With our climate control solutions, we manage heating, lighting, irrigation, CO₂, and nutrients… everything to help growers achieve optimal results. The sector is becoming increasingly complex: fewer, but larger, companies, more data, and more variables. That's why we collaborate closely with our launch customers on every innovation . We involve them in the development process from the very first concept, so we can be sure that new solutions truly connect with real-world applications.”
Innovation requires courage, but also focus. How do you determine which innovations get priority and which ideas are shelved for a while?
Hans : “For us, it's crucial to fulfill that role of being the experts' choice . Everything that contributes to the ease of use and reliability of that system is a priority. We must ensure that growers can always rely on our technology, under all circumstances.”
At the same time, we're making conscious choices: we don't have to develop everything ourselves. Many companies are active in the field of AI and autonomous cultivation. We see our strength in connecting. With Priva One, we put cultivation at the center of a user-friendly dashboard, where we bring together all the information relevant to optimal results (climate, energy, irrigation, labor). Moreover, Priva One is an open integration platform, akin to an Android operating system, with which we can now seamlessly integrate more than forty technology partners. This allows us to remain flexible and future-proof.
The role of the grower is changing rapidly: from skilled worker to data-driven entrepreneur. How do you experience this shift, and what does it demand of the people in the greenhouse?
Hans: “I think the term 'autonomous cultivation' is an unfortunate choice. A plant is a living organism. There will always be a need for a head grower with gut feeling . What AI does is reduce complexity. It helps the grower make the right decisions based on data, such as real-time fluctuations compared to the cultivation plan, weather forecast, energy prices, available personnel, etc. Technology can measure or sense a lot, but not everything. That human insight remains essential. In my view, AI is a tool that empowers the grower, not makes it redundant.”
More and more companies are looking for ways to reduce their ecological footprint. What role does Priva play in making the greenhouse horticulture chain more sustainable?
Hans: "Sustainability is deeply ingrained in our DNA. Our founder, Jan Prins, wrote a corporate philosophy on stewardship back in 1995; taking good care of employees, natural resources, and customers/partners."
We develop technologies that further optimize energy, water, and nutrient consumption. A good example is our Priva PIM (Precision Irrigation Management): a weighing system that measures drainage and EC/PH with pinpoint accuracy, allowing growers to irrigate precisely on time. Our digital twin also helps companies manage their energy consumption intelligently. This way, we help customers reduce their ecological footprint and increase their returns.
Looking ahead, what breakthrough or trend do you think will most change the industry over the next 10 years?
Hans: “My predecessor and Executive Chairman of Priva Group, Meiny Prins, introduced the Sustainable Urban Delta ; a vision in which food production in and around the city is seen as a single, coherent whole, with greenhouse horticulture intelligently connected to other functions in the living environment. I strongly believe in this direction: controlled cultivation as a building block of a food system that contributes to food security, water and energy conservation, local economic growth, and employment. Greenhouses are not energy consumers, but rather a link in the energy transition. There is still a huge global opportunity to convert open-field cultivation to covered cultivation. This will help us solve the major societal challenges of our time.”
What drives you personally in your work at Priva? What keeps you energized every day to pursue that mission?
Hans: “Priva is a family business with a strong mission: helping customers grow reliably, predictably, and sustainably. I work with many colleagues who have what we call 'Priva blue blood' running through their veins. People who are loyal, skilled, and incredibly driven to help our customers move forward. That's energizing.”
I also love the greenhouse horticulture sector: direct, passionate, and full of entrepreneurship. You see the influence of Dutch knowledge and innovation all over the world. That makes me proud and keeps me focused on continuing to improve every day.
