Strategies to match greenhouses to crop production

A scenario like the one protected cultivation is experiencing certainly could not be imagined a few years ago. Apart from the increasingly sophisticated emerging technologies, market and production globalization has generated a strong competition which has worsened due to the economic crisis. To stay competitive in this environment, the grower must be able to react quickly to both quantitative and qualitative market needs. To do this, a business must be both flexible and versatile; yet the biological nature of the raw materials and the nature of the production process itself make it difficult to achieve this objective. In other words, a strategy analogous to that commonly known as "Just-In-Time" can be considered a goal, but it would be very difficult to adopt even if it would be the best method over-all. How does the grower respond then to the needs (quantity, quality, timing, and price) of the consumer? The production process is driven by three components, two internal and one external: the performance of the greenhouse, the ecophysiology of the plant, and the product standard which the market demands. Greenhouse performance is determined by the micro-climate of the production area, which can not be changed significantly, and by the equipment inside the greenhouse, whose effectiveness depends on its power and is limited by its cost; investment; and/or function. The ecophysiology of the plant, however, has a set limit; technology can only cause the plant to realize a greater portion of its genetic potential. The production standard represents a compromise, economically validated, between these two components and the demands of the market. Phases, operations, occupied space, raw materials and labor must all be defined to satisfy the biological needs of the plant within the limits of the greenhouse environment in such a way as to satisfy consumer expectation. Therefore, the grower takes on a very specific role, becoming a manager who operates a very complex system which demands several different skills. Besides the production skills required in traditional agriculture, the grower must also be knowledgeable in marketing, economics, finance and other areas. Only by taking on this multifaceted role will he be able to survive in a world which has become so competitive.