Hoogendoorn 360° Control Room Opens in Kwintsheul Sep 29

Data-driven growing got a showroom that still runs a real crop. On September 29, 2026, Hoogendoorn and De Bakker Westland officially opened the Hoogendoorn 360° Control Room in Kwintsheul, Netherlands.

What sits in the room

• IIVO — climate control and execution inside the greenhouse
• LetsGrow — multi-source cultivation data and insights
• Intelligent Algorithms — automated optimisation of climate and cultivation strategies
• Intelligent Assistance — helps operators interpret information and flag attention areas

Together they close the loop from data → insight → decision → action. Hoogendoorn deliberately put the Control Room inside an operational high-tech greenhouse so demos match day-to-day ops, not a sterile lab.

Customer site + next-gen growers

De Bakker Westland already runs IIVO, new sensors, and extra data sources; the room is the next step toward more algorithmic help in daily cultivation. Family succession is part of the story: Ralph de Bakker (next generation) will work alongside Roel de Bakker from the Control Room—pairing experience-based decisions with data-native habits.

CEO Peter Hendriks frames Hoogendoorn 360° as bringing climate control, data, and intelligence closer together while using the site to explore further data-driven and increasingly autonomous growing with customers. Beyond daily ops, the room hosts customer visits, international delegations, and knowledge sharing.

Why co-locate ops and demos

Hoogendoorn’s pitch is industry-wide: growers swim in more data and digital options while day-to-day climate and crop management get harder. The bottleneck is connecting information and turning it into decisions. Putting IIVO execution, LetsGrow analytics, algorithms, and assistance in one physical room—inside a working greenhouse—lets customers see that loop under real crop pressure instead of a slide deck.

Opening day gathered De Bakker Westland and Hoogendoorn staff; Ralph, Frans, and Roel de Bakker appeared with CEO Peter Hendriks and Sales Director EMEA Kevin Spoelder. Roel frames the room as bridging generations: his cohort learned many decisions from experience and intuition, while Ralph’s generation grew up with data and tech. Smarter, increasingly autonomous growing is cast as efficiency and as a way to keep horticulture attractive to new talent—not as a claim that humans leave the greenhouse.

Rocks take

PR-flagged vendor/customer opening—but the substance is a co-located ops + demo workspace, not a vaporware concept video. No consumer MSRP; this is B2B horticulture infrastructure. Source: Hoogendoorn project page Sep 29 (HortiDaily Sep 30 republish).

FAQ

Is this a product you can buy as a kit? No—it's an operational Control Room integrating Hoogendoorn 360° components at a grower site.

Does “autonomous growing” mean no humans? Hoogendoorn and De Bakker describe smarter, increasingly autonomous support for growers—not a claim of full lights-out greenhouses.