Interview: Alejandra Escalante – Show Director at GreenTech Americas
In the context of a fresh produce industry facing major challenges in productivity, sustainability, and climate change adaptation, spaces for connection and collaboration are becoming increasingly important. GreenTech Americas has established itself as a key platform for driving technological innovation in controlled-environment horticulture and for bringing together leading players from across Latin America.
In this interview, Alejandra Escalante, Show Director of GreenTech Americas, shares her professional experience and offers a comprehensive view of the event’s evolution, its international origins, and the vision shaping GreenTech Americas 2026, which will take place in Queretaro. Throughout the conversation, she highlights the program structure, business and networking opportunities, and the importance of these types of gatherings in strengthening competitiveness and supporting the sustainable development of the region’s horticultural industry.
1. Would you mind telling us a little bit about your professional expertise, your career in the farming industry, and how did you become involved with the GreenTech Americas organization?
My career has focused on organizing B2B forums that foster strategic alliances to achieve business with high-value results. Specifically for the farming industry, I have been leading GreenTech Americas since 2020, the year the event was launched in Mexico. This has allowed me to collaborate in this international event focused on technological innovation, sustainability, and the development of solutions for controlled-environment farming.
2. How is the GreenTech Council made up of and when did you choose to create an edition for the Americas?
GreenTech is a brand from the Netherlands, and in 2020, through a partnership between Rai Amsterdam and Tarsus, now Informa Markets; it announced its adjustment for our region. However, the pandemic postponed its launching by one year. GreenTech Americas was born with the clear purpose of addressing the specific needs of the Latin American market, a sector with an enormous development potential and a growing demand for technological solutions.
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3. Could you tell us about GreenTech Americas 2026: dates, venue, and main approach of the event?
GreenTech Americas 2026 will take place on March 24-26 at the Querétaro Convention Center in Querétaro, Mexico. In this edition, the main approach will be on how emerging technologies are able to support growers in optimizing resources, increasing productivity, and adjusting to climate challenges, while always prioritizing the well-being and human capital development.
4. How is the overall schedule of the event structured this year and what type of activities does it include?
GreenTech Americas 2026 is designed to provide a comprehensive experience to our attendees. It includes an exhibition with over two thousand and thirty leading companies in horticultural tech, a conference schedule with both domestic and foreign experts, discussion panels, and practical workshops. Also, there will be spaces intended for networking and interactive sessions to foster collaboration within the community.
5. What is the main purpose of GreenTech Americas and what type of professionals or companies is it intended for?
The main purpose of GreenTech Americas is creating a space where innovation truly translates into solutions for protected horticulture. The event is designed for growers at different technological levels, breeders, investors, and growers seeking to make the leap into horticulture. It also brings together strategic profiles such as CTOs, CEOs, head growers, technicians, and researchers. As a whole, it is a community who makes decisions and seeks to adopt technology to grow more efficiently and sustainably.
6. Within the program, which activities would you stand out as key for networking?
At GreenTech Americas, several spaces are designed to foster real connections. The sessions, panels, and roundtables help attendees understanding current industry subjects from a technical perspective. The Power Day and the specialized workshop at Leafy Greens go a step further, as they allow direct interaction with experts and decision-makers operating active productions. And of course, both the cocktails and the exhibition floor serve as key points where connections flow naturally, and both significant alliances and opportunities arise.
7. What benefits do attendees obtain from participating in GreenTech Americas?
GreenTech Americas provides attendees with a comprehensive platform to do business, stay updated, and collaborate. It allows them to gain first-hand access to technological innovations, identify global trends, and making contact with industry leaders. Furthermore, the exhibition floor and networking spaces enable commercial alliances and collaborations. And for those seeking deeper insights, the workshops and conferences bring applicable technical knowledge to optimize processes, resources, and productivity.
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8. Based on previous editions, what have been the main business opportunities emerging for attendees at the event?
In previous editions, we have seen that GreenTech Americas becomes a highly effective space for closing business opportunities. Several attendees have close significant commercial agreements, ranging from the acquisition of advanced technology to the development of strategic alliances. Also, many growers have also found specific solutions to improve the efficiency of their operations, while technology companies have expanded their presence in the Latin American market.
9. How important do you believe these types of events are for farmers and companies in the horticultural sector?
These events are essential, as they provide a unique space for knowledge transfer, the adoption of new technologies, and the creation of collaborative networks. They are a great opportunity to remain competitive in a globalized market.
10. How has GreenTech Americas evolved since its first editions and what new features does the 2026 edition bring?
Since its first edition, GreenTech Americas has grown significantly in terms of participation and reach. Not only has the offer for exhibitors nearly tripled, the conference program has diversified, and networking opportunities have been strengthened, but the presence with strategic alliances has also allowed the brand to consolidate within the industry at both regional and international levels.
In 2026, we are adding an important new feature: the launch of the GreenTech Americas Innovation Award, a recognition that will highlight the most disruptive technological solutions to drive efficiency, productivity, and sustainability in the sector. This new element places innovation at the center of the experience. All of this is reflected in a more robust edition, with initiatives designed to generate high-value connections and bring the industry closer to its next stage of growth.
11. Is there anything else you would like to add?
GreenTech Americas is not only an event, but a community committed to the future of horticulture. We invite those who already join us every year to sign up and return, and to those who have not yet joined us to experience the 2026 edition and discover the solutions that are transforming the industry. Signing up is already open, and if you have an innovation, you can also submit it for the GreenTech Americas Innovation Award; the terms and conditions are available on our website https://www.greentech.nl/americas
We are certain that this will be a rewarding experience for everyone!
