For the second year in a row, Cultivators organized, with the support of GreenTech Americas in Mexico to help lead the conversation around hydroponic leafy greens in Latin America. Together with partners and speakers from across the value…
Published on 01/09/2025
Founded in 2020, Cultivators emerged to address a clear industry need. At that time, no thought leaders connected hydroponic leafy greens and licensed cannabis cultivation (fig.1). Although these crops share biological and operational similarities (as discussed in that article), it is precisely because of this that Cultivators focuses on these niche crops. Growers and investors often struggle to find the guidance they need. Cultivators aims to fill this gap by assisting clients in crop growth and building sustainable businesses worldwide.
Figure 1: Cannabis (left) and Lettuce (right)
What started as a consultancy quickly evolved into the company’s first projects. These projects helped shape its support for investors in Controlled Environment Agriculture (CEA). They also involved optimising greenhouse operations and guiding growers through technical, operational, and compliance challenges. This transformation turned Cultivators from a crop consultancy into a genuine business partner. As a result, the company helps clients scale, develop strategies, and achieve meaningful returns on investment.
The name “Cultivators” reflects thoughtful branding. In both English and Dutch, a cultivator is a tool used to develop and refine soil. This metaphor perfectly fits the company’s mission. Cultivators not only optimise greenhouses; they help companies become more fertile, resilient, and productive. In business, “cultivating” involves creating growth conditions through team training, process refinement, leadership support, compliance enhancement, and strategic guidance.
The company works from the ground up, sometimes quite literally, to develop better crops and stronger businesses. Cultivators offers workshops, expands support, develops business plans(including Capex and Opex calculations), provides operational consulting, and advises on management strategies. Everything Cultivators do centres around one goal: delivering real, measurable results.
Although minimal, the Cultivators logo holds deep symbolism. Its core is a hexagon, inspired by a top-down view of a greenhouse (fig.3), which references the company’s roots in CEA. Additionally, this shape has strong scientific and natural connotations. It aligns with themes of nature, growth, and scientific integrity. The hexagon also represents a benzene ring, a chemical structure found in many natural compounds (see fig. 2). These include cannabinoids like THC in cannabis and lactucopicrin in lettuce, which has a bitter taste.
Figure 2: Hexagonal compounds found in cannabis and lettuce
Furthermore, both cannabis and lettuce contain flavonoids such as quercetin, known for their antioxidant and anti-inflammatory properties. These compounds are rich in chemistry and biology, embodying what Cultivators engage with on a daily basis. The choice of a hexagonal shape signifies respect for molecular architecture, chemistry, and cultivation science.
Within the hexagon, a stylised “C” stands for Cultivators. It also subtly hints at Cannabis, one of the company’s core crops. Some interpret the design as containing two nested “C’s,” reflecting both brand and product expertise.
While the logo does not evoke specific emotions, it conveys structure, clarity, and intelligence. Better yet, values that align with the company’s work.
Figure 3: The Logo
Today, Cultivators is recognised as more than just a consultancy. It acts as a growth partner, supporting clients at all stages of development. The team has expanded to include experts in scientific research, greenhouse operations, legal compliance, climate control, supply chains, and go-to-market strategies. This diverse expertise supports indoor agriculture and horticulture from concept to construction, operations, and compliance. They work on projects ranging from cannabis and leafy greens to advanced greenhouse systems.
Cultivators are actively involved in global events and training programmes such as Operational Excellence Training (OET), Leafy Hydroponics Summit, and GreenTech. In addition, Cultivators participate in research projects, namely Cultivators for Compounds. The Cultivators team frequently appears as speakers or organisers, sharing knowledge and encouraging innovation.
The journey of Cultivators is far from over – it is only just beginning.
If you are ready to cultivate growth, resilience, and long-term success in your projects, contact the Cultivators team today.