"We can rebuild that entire greenhouse within an hour in our simulation environment"
Source: HD.com
The company, which recently launched its Harvester robot for tomato greenhouses, believes fully autonomous operation is essential to solving the structural labour shortages facing protected horticulture. "Our ambition is getting to a fully automated greenhouse where crop work is done by robots, while human labour is focused on higher-value activities." © eternal.ag Co-founders of eternal.ag, Sherry Kunjachan (left) and Renji John (right) Simulation-first development approach A central part of eternal.ag's strategy is its "simulation-first" development model, where greenhouse environments are digitally recreated before robots are deployed on-site.
"When it comes to the greenhouse, the final tuning happens very quickly because the AI models have already been trained." He compares the process to an experienced new driver adapting to unfamiliar roads. "When the robot first arrives at a greenhouse, it is like an 18-year-old that already knows how to drive," he says.
"The Trolley allows growers to start their automation journey today by investing in future-proof equipment that will not become obsolete." © eternal.ag The omni-directional Trolley (a next step in automation before the Harvester) Supporting international growth Newly appointed Roel Janssen brings extensive experience in scaling horticultural technologies internationally, having previously held leadership roles at Philips Lighting, Signify, and Planet Farms. The company will showcase its technologies at GreenTech Amsterdam 2026 in June, where Roel will represent the company, as it continues expanding commercial greenhouse automation deployments across Europe.
Why this matters: For operators, this is a water-management story. The useful signal is that direct substrate measurements can help cut drain loss materially without giving up yield or fruit quality, which is exactly the kind of controllable efficiency gain a facility can build on.
Frequently Asked Questions
Why does substrate sensing matter in free-drain strawberry systems?
Because drain percentage tells a grower what already happened, while substrate moisture and EC data show root-zone conditions directly. That makes it easier to cut water loss without guessing.
What is the operator takeaway from this trial?
If the thresholds are understood well enough, growers can reduce drain water materially while protecting yield and fruit quality, which makes sensing an operational tool instead of a reporting tool.
