For decades, greenhouse growers and commercial teams have been told to chase the “perfect forecast.” But perfection in agriculture doesn’t exist. According to our very own Co-founder and CPO Ernst van Bruggen, the next evolution in forecast planning isn’t about accuracy alone; it’s about adaptability.
“No forecast stays perfect for long”. Ernst explains. “So the question is not, can you be perfect? The question is, how quickly can you adapt when things change?”
And change is constant.
Whether it’s climate conditions, pest pressure, staffing shortages, or shifting demand from retail buyers, growers are navigating moving targets. The traditional methods of forecasting, such as gut feeling, spreadsheets, and scattered data, can’t keep up.
The historical challenge: a fragmented supply chain
“Every part of the supply chain was disconnected. A grower didn’t know what a retailer needed, and a retailer didn’t know what was happening in the greenhouse”, Ernst states. This disconnection creates a ripple effect: overpromising to buyers, last-minute harvest changes, wasted produce, and missed revenue. “You can be accurate in the moment, but if something changes – labor, climate, disease – you’re stuck. There was no way to adapt quickly or proactively.”
This lack of agility has cost greenhouse operations valuable trust and profit.
The AI shift: forecasting that reacts like Google Maps
Enter Source Harvest Forecast, an AI-based platform that continuously updates harvest expectations based on the latest inputs.
“Just like Google Maps updates your route in real time, Harvest Forecast can adjust your forecast dynamically, so you're never relying on outdated assumptions”, Ernst explains.
This isn’t just a technical improvement; it’s a mindset shift. We’re no longer treating forecasts as fixed predictions, but as evolving strategies.
From forecasting to scenario planning
With Source Harvest Forecast, greenhouse leaders can now simulate different scenarios. What happens if you change the lighting? What if labor availability drops? What if generative growth increases? “You're not just forecasting, you’re planning for resilience.”
Sales teams can align better with customers. Growers can fine-tune production. And management gains the confidence to scale.
What this means for sales teams
- Stronger buyer relationships through reliable, updated information
- Proactive communication. Knowing when to flag volume or timing changes early
- Fewer surprises at the end of the chain, enabling better retail partnerships
- Alignment with cultivation to drive trust, not tension, between teams
What this means for greenhouse leaders
- Greater visibility across sites and teams
- Real-time insights for smarter commercial decisions
- Fewer surprises, stronger buyer confidence
- True collaboration between cultivation and sales
As Ernst put it: “We’re not trying to replace people’s experience, we’re scaling it.”
Adaptability isn’t a luxury anymore; it’s a competitive edge.
Are you interested in how Harvest Forecast can enable your sales teams? Find out more via the link here, or get in touch with our team here.
