What GreenTech does

GreenTech, operated by RAI Amsterdam B.V., is a global trade exhibition brand focused on horticulture technology. Founded in 2014 and headquartered in Amsterdam, the company organizes three annual exhibitions: GreenTech Amsterdam at RAI Amsterdam (June), GreenTech Americas in Querétaro, Mexico (March, co-organized with Informa Markets), and the newly launched GreenTech North America in Philadelphia (September 2026). The events target professionals across five grower segments (vegetable, flower/ornamental, soft fruit, medicinal plant, and greenhouse constructors/equipment suppliers) as well as horticulture technology providers offering AI, robotics, climate control, LED lighting, water management, and propagation solutions.

Beyond live exhibitions, GreenTech operates a year-round digital engagement stack comprising a news portal, a newsletter reaching 31,000+ subscribers, social media channels with 26,491 followers, a website drawing 817,673 unique annual pageviews, a products and services directory, the annual Innovation Awards program, and advertising/sponsorship services sold into a 58,316-contact professional database. The company distributes its offerings through direct sales from Amsterdam, an international sales agent network spanning 14+ countries, and venue partnerships (RAI Amsterdam, Querétaro Centro de Congresos, Pennsylvania Convention Center). Revenue is generated primarily from exhibitor participation fees, event sponsorships, advertising and promotional services, and visitor ticketing, with pricing quoted on a custom basis rather than disclosed publicly.

Name

GreenTech

Legal name

GreenTech (operated by RAI Amsterdam B.V.)

Website

https://greentech.nl

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

GreenTech, operated by RAI Amsterdam B.V., is a global trade show operator running annual horticulture technology exhibitions in Amsterdam, Querétaro (Mexico), and Philadelphia, serving growers, greenhouse constructors, and agri-technology providers with live events and year-round digital content.

Ownership category

akta.pro rank

Product category

Horticulture Trade Show Services

NAICS

Convention and Trade Show Organizers (56192)

akta.pro primary industry

Industry-Specific B2B Trade Show Organizers (THAHABAB)

akta.pro secondary industry

Technology & Innovation Expos Organizers (THAHABAE)

Keywords

• Horticulture trade shows
• Controlled environment agriculture
• Greenhouse technology events
• Horticulture industry exhibitions
• Agricultural exhibition services

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Exhibition Participation Fees: Companies pay participation rates to exhibit at GreenTech events, gaining access to horticulture professionals seeking technologies and solutions for greenhouse production.
2. Sponsorships: Event sponsorships including various promotional tiers allowing companies to increase visibility among the horticulture professional community.
3. Advertising and Promotional Services: Digital advertising options including advertorial newsletters, sponsored content articles, social media posts, and webinar sponsorships. The company offers promotional services to reach its database of 58,316 horticulture professionals.
4. Ticket Sales: Visitor registration and ticketing for exhibition access, conference sessions, and networking events.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

GreenTech organizes three annual B2B trade exhibitions for the horticulture technology industry: GreenTech Amsterdam (June, RAI Amsterdam), GreenTech Americas (March, Querétaro, Mexico), and GreenTech North America (September, Philadelphia, USA). The company connects horticulture technology providers with growers and producers through live events and year-round digital engagement including a products & services directory, newsletter, news portal, advertising services, and an annual Innovation Awards program.

Product overview

GreenTech is a global exhibition and event company that organizes trade shows for the horticulture technology industry. The company's portfolio includes three annual exhibitions: GreenTech Amsterdam (worldwide leading trade show), GreenTech Americas (specialized for Latin America), and GreenTech North America (for North American CEA community). Beyond exhibitions, GreenTech operates a digital products and services directory connecting exhibitors with visitors, a horticulture technology news portal, an email newsletter service reaching over 34,000 professionals, an innovation awards program, and advertising/marketing services. The company focuses on the early stages of the horticulture chain and production issues relevant to growers, covering sectors including vegetables, flowers, soft fruits, medicinal cannabis, and robotics/AI in horticulture.

Differentiator

Problem solved

Functional benefit

Products and services

• GreenTech Amsterdam Annual B2B trade exhibition held at RAI Amsterdam in June, recognized as the worldwide leading trade show on horticulture technologies, connecting exhibitors with international growers across vegetables, flowers, soft fruits, medicinal cannabis, and CEA segments.
• GreenTech Americas Annual trade exhibition held in March at Querétaro, Mexico, co-organized with Informa Markets, specializing in controlled environment production of high-value crops in Latin America.
• GreenTech North America Trade exhibition held in September at the Pennsylvania Convention Center in Philadelphia, USA, connecting North American CEA growers with technology providers across vegetables, soft fruits, ornamentals, leafy greens, and medicinal plants.
• Products and Services Directory Online directory platform showcasing exhibitors and their products across horticulture technology categories including AI & Robotics, Equipment/Climate & Logistics, Greenhouse Construction, Machines, R&D/Knowledge/Services, and Supplies/Protection/Fertilizers.
• GreenTech Newsletter Email newsletter service delivering horticulture technology news, industry articles, event updates, and exclusive commentary from industry leaders to over 31,000 horticulture professionals.
• GreenTech Advertising Advertising and promotional services including advertorial newsletter placements, sponsored content articles, social media posts, and webinar sponsorships, reaching 58,316 horticulture professionals in the company's database with 817,673 unique pageviews per year.

Quantifiable outcome

• 58,316 people in professional database
• +4 more outcomes

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• RAI AmsterdamcoreStrategic or Co-development PartnerRAI Amsterdam is the primary organizer of GreenTech exhibitions. As the venue provider and event organizer, RAI Amsterdam manages exhibition logistics, facilities, and operations for GreenTech events including the flagship Amsterdam exhibition and supporting operations for Americas and North America events.
• AVAGcoreStrategic or Co-development PartnerAVAG serves as a supporting partner for GreenTech, representing the Dutch greenhouse technology industry. The organization contributes to positioning the Netherlands as a global leader in future-proof horticulture as part of initiatives like the Strategic Trade Fair Programme (SBP).
• Informa MarketscoreChannel Partner/ Reseller/ DistributorInforma Markets is the co-organizer for GreenTech Americas, responsible for local sales and visitor information in Mexico and Latin America. They operate the Mexico City office providing regional support for the Querétaro exhibition.
• Querétaro Centro de CongresosminorOthersVenue partner for GreenTech Americas, hosting the exhibition at their conference center in Querétaro, Mexico (Paseo de las Artes 1531, Josefa Vergara 76090).
• Pennsylvania Convention CenterminorOthersVenue partner for GreenTech North America, hosting the inaugural exhibition at the Pennsylvania Convention Center in Philadelphia (1101 Arch St, Philadelphia, PA 19107, United States).
• RAI ChinaminorChannel Partner/ Reseller/ DistributorRAI China (Ruiang Convention and Exhibition) serves as the sales agent for China, Hong Kong, and Taiwan markets, supporting GreenTech's presence in the Asia-Pacific region from their Shanghai office.
• AgritectureminorGTM or Marketing PartnerMedia partner for GreenTech, providing expert advisory and technology solutions focused on enhancing food system resilience through climate-smart agriculture, including controlled environment agriculture.
• Dutch Greenhouse DeltacoreStrategic or Co-development PartnerStrategic partner in the Dutch horticulture ecosystem, working with GreenTech and other organizations to position the Netherlands as a global leader in controlled environment agriculture.
• World Horti CenterminorStrategic or Co-development PartnerPartner in the Dutch horticulture knowledge ecosystem, contributing to initiatives that support innovation and international collaboration in controlled environment agriculture.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Canadian Greenhouse Conference: Long-running biennial conference and trade show dedicated to the Canadian greenhouse floriculture and vegetable industry. Overlaps directly with GreenTech North America's target audience of greenhouse growers and technology suppliers in North America.
• Cultivate (AmericanHort): The largest all-industry trade show and conference for the North American horticultural industry, organized by AmericanHort. The primary incumbent in the North American horticulture-technology space that GreenTech North America directly challenges.
• IPM Essen (Messe Essen): Operates IPM Essen, the world's leading trade fair for horticulture (plants, technology, floristry, garden features). Directly competes with GreenTech Amsterdam as the premier international horticulture industry gathering and serves the same grower and supplier customer base.
• IFTF (International Floriculture Trade Fair): Annual international trade fair focused on floriculture and horticulture suppliers. Operates in the same Dutch horticulture ecosystem as GreenTech and serves overlapping exhibitor and buyer segments, particularly flower growers.

Broad incumbents

• Fruit Logistica (Messe Berlin): Leading international trade fair for the global fresh produce business covering fruit and vegetables from production to point of sale. Adjacent competitor for greenhouse vegetable growers and CEA suppliers, with a broader fresh-produce scope.
• Royal FloraHolland: World's largest floriculture marketplace and auction operator based in the Netherlands. While not a direct trade show competitor, Royal FloraHolland anchors the Dutch horticulture cluster alongside GreenTech and serves overlapping growers and suppliers.
• Informa Markets: Global B2B events organizer and GreenTech Americas co-organizer. Competes broadly in the exhibitions space across many industries and represents both a partner and a potential competitive threat to GreenTech globally.
• Agritechnica (DLG): World's leading trade fair for agricultural machinery, organized by the DLG in Hannover. While broader (field agriculture rather than horticulture), it competes for adjacent CEA-supplier marketing budgets and overlapping exhibitors in automation and equipment.

Emerging players

• HortiFlora Expo: Ethiopia-based international horticulture and floriculture trade fair. Comparable in scope as an emerging-market horticulture exhibition, with a growing exhibitor base targeting African and international growers and suppliers.

Regional players

• SIVAL (Destination Angers): France's leading trade show for plant production (horticulture, viticulture, arboriculture, vegetable production). Comparable offering focused on production technologies with significant French and broader European grower attendance.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/greentech-rai
• Xx.com/GreenTechRAI
• Facebookfacebook.com/greentechrai

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GreenTech