PhotonDancing, a Netherlands-based horticultural lighting company founded by Wilco Verkuil, has officially signed a regional partnership agreement with Grow Group Azerbaijan LLC during this year's Caspian Agro exhibition. The collaboration marks a strategic expansion into the Caspian region and strengthens both companies' foothold in high-tech greenhouse development.
"We are pleased to announce that we, Photondancing, have entered into a partnership with Grow Group Azerbaijan LLC. That's why we are now also part of their booth at Caspian Agro this week," Wilco shares.
A partnership two years in the making
The foundation for this collaboration was laid two years ago when Wilco first met the owner of Grow Group Azerbaijan.
"I started to discuss with him that I now have my own product, my own company, and that I'd like to sell this product in Azerbaijan," Wilco adds. "I believe the advanced greenhouse lighting industry will expand rapidly in this region in the next few years."
With the majority of the local greenhouses operating without artificial lighting, Wilco sees strong potential for growth in the region.
"If they want to compete with production from other countries, I believe (and they believe as well), that in the future they need to light tomatoes and flowers to get good production and high yields."
Complementary strengths in greenhouse innovation
Grow Group Azerbaijan specializes in the construction and sales of plastic and glass greenhouses outfitted with advanced European technologies. The company is also behind the Growers' Market initiative, which supplies products for greenhouse and agricultural use across the region.
"They have their own greenhouses, but they also have a lot of salespeople who are connected with most of the greenhouses in Azerbaijan and other Caspian countries," Wilco says. "That's why this cooperation is so interesting to me, as my products are a very good fit here."
The formal partnership was finalized at the Caspian Agro exhibition in Baku, where Photondancing joined Grow Group at their stand. "We decided to start one month ago, and during the exhibition, we signed a final agreement giving them exclusive rights to sell my products in this region," he shares. "If I get contacted directly by clients from this area, I will put them in contact with Grow Group so the process of installation can be much faster."
Rising interest in high-tech lighting
Despite being a relatively young company, Photondancing is already attracting significant attention.
"We've had a lot of interest at the trade show," Wilco shares. "People come by, drawn to the light on display, and others recognize me from LinkedIn. Some companies already want quotes and are looking to start trials before the next winter season."
A common entry point for growers around here is to light only a portion of their greenhouses, typically one hectare, to compare performance and yield improvements before expanding.
"They may already have 10 hectares or more, but they want to try with one hectare first. From there, we can build."
Focused expansion in the Caspian region and beyond
While Azerbaijan is a key focus, Wilco also has his sights set on the broader Caspian and Central Asian region.
"It's not only Azerbaijan - the whole region is very interesting for me. Kazakhstan, Uzbekistan, Turkmenistan - all of them grow a lot of tomatoes, and I'm working on forming new partnerships there as well."
"We're still only two years old," he said. "My policy is not to try and do everything myself, but to build strong partnerships in different regions. They know their markets best, and they can do the work necessary for the growers there."
For more information:
Photondancing
Wilco Verkuil
+31 6 57573289
Nijverheidsweg 5g
2821 AT Stolwijk
The Netherlands
[email protected]
www.photondancing.com