Hoogendoorn and De Bakker Westland open Hoogendoorn 360° Control Room

Kwintsheul, 29 September 2026

Hoogendoorn and De Bakker Westland have today officially opened the Hoogendoorn 360° Control Room in Kwintsheul, the Netherlands. This new operational workspace brings together climate control, cultivation data, analytics and intelligent assistance. The Control Room is used by De Bakker Westland, while also serving as a practical demonstration location where Hoogendoorn customers and partners can experience how data-driven growing continues to evolve.

The development reflects a broader transformation within the horticultural industry. Growers have access to increasing amounts of data and digital capabilities, while the day-to-day management of crops, climate and greenhouse operations is becoming increasingly complex. As a result, the challenge is shifting towards connecting information and translating it into actionable insights and decisions.

The Control Room physically brings together the different components of Hoogendoorn 360°. IIVO manages control and execution within the greenhouse, LetsGrow brings together data and insights from different sources, Intelligent Algorithms support the automated optimisation of climate and cultivation strategies, and Intelligent Assistance helps interpret information and highlight relevant areas of attention. Together, they create a continuous connection between data, insight, decision and action.

From left to right: Ralph de Bakker, Frans de Bakker, Roel de Bakker (de Bakker Westland), Peter Hendriks, CEO of Hoogendoorn, and Kevin Spoelder, Sales Director EMEA at Hoogendoorn.

A real-world environment for Hoogendoorn 360°

Hoogendoorn deliberately chose to establish the Control Room within an operational high-tech greenhouse company. This makes it possible to demonstrate how the different components of Hoogendoorn 360° come together in day-to-day operations.

Peter Hendriks, CEO of Hoogendoorn: “The amount of data and the number of digital possibilities available in horticulture are growing rapidly. The next step is to use these capabilities in a way that genuinely supports growers in their daily decision-making. With Hoogendoorn 360°, we are therefore bringing climate control, data and intelligence increasingly closer together. This Control Room makes that development tangible, right at the heart of an operational greenhouse business. At the same time, it provides us with a unique environment to explore the next steps in data-driven and autonomous growing together with our customers.”

Ready for the next generation

For De Bakker Westland, the Control Room forms part of the company’s broader development. Over the past period, IIVO, new sensors and additional data sources have been introduced. Building on this foundation, De Bakker Westland and Hoogendoorn will continue to explore how data, algorithms and intelligent assistance can play an even greater role in day-to-day cultivation.

The next generation of the family business also plays a role in this development. Roel’s son,

Ralph de Bakker, was already introduced extensively to data-driven growing during his studies and will work alongside his father from the Control Room.

Roel de Bakker: “I believe this is the direction in which horticulture is developing. My generation learned to make many decisions based on experience and intuition, while the new generation has grown up much more with data and technology. We need to bring those two worlds together. Smarter and increasingly autonomous growing not only makes the profession more efficient, but also helps keep horticulture attractive to a new generation. With this Control Room, we can continue putting this into practice together.”

A place for practice, customers and knowledge sharing

The official opening took place on 29 September in the presence of employees from De Bakker Westland and Hoogendoorn.

In addition to its day-to-day role for De Bakker Westland, Hoogendoorn will use the Control Room for customer visits, demonstrations, international delegations and knowledge sharing. Visitors will not only be introduced to the technology behind Hoogendoorn 360°, but will also be able to experience first-hand how its different components come together within an operational greenhouse business.