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Grodan's digital advisory program meets needs
Gronow hits the target
We have already briefly devoted attention to Grodan's digital advisory program for greenhouse horticulture: Gronow. This ‘personal coach’ gives growers insight into their cultivation situation quickly and easily, simplifies the management of the cultivation and improves the cultivation results. Gronow has been developed as the answer to the changed wishes of growers and the further professionalisation of their sector. The growing number of users is proof that the program meets a need; reason enough to set out all the ins and outs once more.
“In 1999, Grodan carried out market research with the aim of tailoring the portfolio of products and services to better meet the wishes of clients. The cultivation of vegetables and flowers is a complex process influenced by a variety of factors such as temperature, light, water, diseases and the stone wool substrate used. Growers can always use a little support in this respect. The research revealed that the technical cultivation advice that Grodan provided to growers was seen as a useful aid in steering the cultivation process in the right direction.
It also showed that even more personalised and specific real-time advice would be greatly appreciated,” says William van der Riet, who was involved in the development of Gronow as project leader right from the start. “Moreover, growers appeared to have an increasing need for advanced water management as a means of steering the cultivation of crops. By responding to this and developing a water management tool that allows the grower to make even better use of the technical cultivation properties of our products, we were able render the grower a service with direct influence on his core business. This is also important for us, since providing the client with products with which he can perform his work even better creates client loyalty, and client loyalty forms the foundations of a business.”
Modular package
Grodan developed Gronow on the basis of the findings of the research. Gronow is a computer program that provides the grower with insight into his personal cultivation situation, backed up with figures and graphs. The first practical trials of Gronow took place in 2001. Grodan made improvements to the program on the basis of the feedback arising from these trials. Shortly afterwards, the first module was released: Gronow Water. Using this water management module, the grower is able to water his crops in a controlled manner, 'steering' the crops, which leads to the improved growth and development of the crop.
The module presents the relationship between the amount of water given and the timing of the watering, the optimum watering strategy and the quantity and quality of the harvest. A second module was introduced at the same time as Gronow Water: Gronow Climate. This module enables the grower to analyse climate data and to exchange data with fellow growers and advisers, for example. Lastly, module number three was launched at the end of 2004: Gronow Crop. This crop registration module shows the effect that the water and climate management modules have on the crop's development. For the time being, Gronow Crop is only available for the cultivation of tomatoes. In the course of this year, a version for sweet pepper growers will also be put onto the market.
Total solution
“The three modules form a coherent whole,” according to Van der Riet, “a total solution enabling the grower to steer his crop in the right direction where necessary and thus to achieve a better yield. Gronow registers a range of data on the growth of the crop and then analyses and visualises this data in accordance with objective criteria. This means that the grower can take well thought-out measures that are tailored to his own situation in order to improve his crop.” Combined with Grodan's stone wool substrates and water content meters, Gronow completes a successful triad enabling growers to achieve top performances. Measurements mean knowledge, knowledge means learning and learning results in performance.”
However, in his opinion, Gronow offers much more besides. “Every grower that works with the program enters into a year-long user's agreement with us. This means that Grodan provides the grower with support in various ways. For example, the grower regularly receives advice that is tailored to his specific situation, either by e-mail or through the website. Each grower will be visited by one of our advisers twice a year in order to go through all the analyses and advice. In addition, we organise two group sessions each year with fellow growers, during which the growers can share and discuss their experiences. Bi-monthly newsletters and an annual software update complete the service provision.”
Internationalisation
What makes Gronow unique in comparison with other similar programs is the fact that it shows the relationship between water, climate and crop development. “Our competitors' programs also register elements of the cultivation process, of course, but Gronow takes this much further, as it registers the data largely automatically, analyses the measurements thoroughly, and compares the results with each other. It therefore offers a reliable basis for making the right decisions on technical cultivation matters,” explains Van der Riet. It should therefore be no surprise that the Gronow service enjoys success within the market.
Not only is the program continually being expanded; the number of users is also growing by the day. “We currently have 150 paying users, mainly in Belgium and the Netherlands. The introduction of the crop registration module Gronow Crop - at the Amsterdam Horti Fair in November 2004 - attracted a great deal of attention. It also caught the interest of the trade press. Since this fair, the number of Gronow users has increased by thirty per cent. We are now concentrating on increasing our numbers of international clients. Pilot schemes are currently operating in Denmark, Sweden, the UK and France, and the initial signs are encouraging. There are indications that the service provision will also catch on in those countries. We are looking forward to seeing further results.”
A voice from practice
Brothers Jacques and Hans Rutten from Bleiswijk in
the province of South Holland cultivate three hectares
of vine tomatoes on stone wool slabs. They have been
using the Gronow water management module since
2003. Partly thanks to this module, they achieved a
production level of more than 60 kg/m2 in 2004.
Jacques Rutten considers the Gronow module to be
an important means of checking the development of
the crop, as it provides insight into the water turnover.
“This gives us greater control,” states the tomato
grower. “Otherwise we would only see if the watering
was right by the condition of the crop. Now, we are
one step ahead, and that gives us peace of mind.”
He also learns a lot from conversations with other
growers through the Gronow users' group.
Jacques Rutten: “Now, we see any problems with
watering before the crop responds.”
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