In this engaging episode, William sits down with Adam van Wingerden from Silver Fern to unpack the unique challenges and opportunities in the horticulture software space. From the friction of change management to the power of community in greenhouse tech, this episode is full of honest insights and industry wisdom.

Together, they explore:

• Why software gets a bad reputation in horticulture
• The deep-rooted collaboration that sets this industry apart
• Stories of growth and shared ethos between tech providers
• How software is impacting growers in meaningful, measurable ways

Key Takeaways

• Collaboration is the secret sauce: Both William and Adam reflect on how unlike other industries (like construction or manufacturing), horticulture is marked by generosity and mutual support—even between competitors.
• Change is hard—but worth it: The conversation dives into why software adoption can be so tough, and why it’s critical to pair technology with effective change management and training.
• Shared ethos = Shared success: Adam and William highlight how working toward a common goal for growers—not just sales—helps build community and trust between software providers.

If you’ve ever struggled with software that promised the world but delivered frustration, this episode is for you. Adam and William pull back the curtain on why tech adoption is tough in horticulture—and how collaboration, not complexity, is the key to real growth.

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Adam van Wingerden | Silver Fern

William Klaassen | Aster Software