An Automation Update from a Grower and Supplier Perspective
July 17, 2025 When it comes to investing in automation technology, return on investment (ROI) isn’t just about dollars; it’s also about improving efficiency and worker satisfaction.
That was one of the many insights shared by Chris Rocheleau, General Manager of Phoenix Foliage at ForemostCo, during a recent American Floral Endowment Grow Pro Webinar.
Before launching into a deep dive on one example of automation implemented at ForemostCo, Rocheleau outlined four reasons automation is not only necessary but ultimately beneficial:
- Boost profitability: Increase worker productivity, make better use of space, or eliminate tasks that don’t add value.
- Maintain or improve quality and consistency: Automation can enhance uniformity, but keep in mind, sometimes simpler solutions are easier to scale effectively.
- Support company growth: More crops turned in the same footprint means more product to sell and new revenue opportunities.
- Enhance the work environment: With automation, you may need fewer employees, allowing you to invest more in your top performers.
Of course, one of the best ways to understand how smart automation works is to see it in action. Rocheleau offered an ideal example with an overview of ForemostCo’s new AdeptAg planting line, retrofitted with an H-102 Ellepot Machine. The upgrade allowed crew members to plant directly on the bench in the greenhouse, improving workflow.
“We considered a lot of factors – worker pay, working conditions, efficiency, and ease of training – before we made the investment,” says Rocheleau. “Our goal was to implement a piecework system that would incentivize our team to work smarter.”
He also set realistic benchmarks based on trays per hour and presented the management team with projections for a six-month ROI.
The results? “We largely exceeded our goals with fewer people, to the point where our employees now ask if they can work on that line so they can make more per hour,” Rocheleau says.
You can view Rocheleau’s full presentation and explore more American Floral Endowment Grow Pro webinars at Endowment.org/growpro/#past.
Automation Partnerships on Display
The CD-X1 Nursery Pot Dispenser from AdeptAg offers a fast, reliable solution for automating pot loading on the production line. Designed for pots 6.5 to 15 inches in diameter, the system mechanically separates and advances them via chain conveyor, tipping each upright onto an inline belt, ready for filling. | AdeptAg
Technology suppliers are forming strategic alliances to bring greenhouse growers more integrated, labor-saving solutions. Here’s a look at just a few recent collaborations advancing automation across the industry:
AdeptAg + FGM
In February, AdeptAg, one of the leading horticultural solutions providers in North America, announced a partnership with Denmark-based FGM, known for its Moving Gutter Systems (MGS). Through this collaboration, AdeptAg becomes the exclusive North American distributor for FGM’s grow systems and equipment, giving growers access to advanced, labor-saving CEA technologies backed by regional service and support.
AdeptAg + Burro
AdeptAg also partnered with Burro late last year, a pioneer in autonomous agricultural robotics. Together, they aim to streamline farm operations and combat labor shortages through robotics. AdeptAg will introduce Burro’s autonomous robots to its U.S. grower network, helping operations boost productivity through automation.
Pack Manufacturing + Seed2Soil
The MiniJack from Seed2Soil – now distributed by Pack Manufacturing – is a compact, battery-powered machine that efficiently moves containers throughout nurseries and greenhouses. | Pack Manufacturing
In April, Tennessee-based Pack Manufacturing Company entered a distribution partnership with German firm Seed2Soil to bring the MiniJack to the U.S. market. This compact, battery-powered container transport system reduces manual labor and boosts efficiency in nurseries and greenhouses. As the exclusive U.S. distributor, Pack will help growers integrate the MiniJack for streamlined container movement, layout changes, and daily operations.
Spring Meadow Nursery + WPS
WPS’s automated delivery system sorts plants and transports selected orders to packing stations instead of having employees collect the plants manually. | WPS
Spring Meadow Nursery in Michigan is investing in a custom automated delivery system from Dutch-based We Prove Solutions (WPS) – marking WPS’s first installation for ornamental crops in North America. The system automates order picking by sorting and transporting plants to packing stations, significantly reducing manual labor. It also supports e-commerce fulfillment, addressing new demands in digital plant sales. This move reflects growing North American interest in hands-free production solutions and labor optimization.
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