Key Opportunities Driving the Greenhouse Structures and Components Market
June 10, 2025 
Photo: GGS Structures/Bailey Nurseries
Greenhouse manufacturers and component suppliers face many of the same challenges — and opportunities — as growers. From economic pressures to shifting market demands, the forces shaping production also influence those designing and building the structures that support it.
In the first of a seven-part series, we reached out to members of the National Greenhouse Manufacturers Association (NGMA) to get their perspectives on key opportunities for growth in the floriculture industry.
Stay tuned for Parts 2, 3, 4, 5, 6, and 7.
Mark Davis, CEO of Atlas Greenhouse: “There are opportunities for the small to mid-size grower segment of our industry. Successful growers in this segment of the market are still building new structures (although smaller) and are upgrading with new environmental controls, equipment, etc. for existing structures.”
Dave Stoltzfus, President of Advancing Alternatives: “We see the need for project management and customer service as one of the biggest opportunities since there is a smaller pool of experienced workers in the greenhouse manufacturing and construction industry. In the past five years, many experienced employees have left the workforce, thus creating opportunities for companies with technical knowledge.”
Tim Lauer, Vice President and Production Manager at Albert J. Lauer: “There seems to be a trend among young customers about growing and understanding plants.”
Argus Controls: “Energy conservation, as well as more efficient labor requirements, are pushing floricultural operations toward technology and the other benefits of automation.”
Duane Van Alstine, Customer Solutions Manager at GGS Structures: “We see opportunities with outdoor growers that are investigating growing in a greenhouse, with berries, greens, and other vegetables being the most prevalent. Because we manufacture greenhouses and provide virtually all systems and equipment needed, we have opportunities when growers want to increase efficiencies as well as in maintenance and repair.”
Paul Golden, Director of Sales–Commercial Growing at Prospiant: “Nursery products and native perennials seem to be on the rise. Once new home construction picks up, we should see an increase in demand for plant materials for landscaping.”
Matt Bonavita, Vice President of Sales at Sollum Technologies: “There’s a significant opportunity in dynamic LED lighting, which can optimize the growth of any crop while reducing energy costs. Sustainability is also a key driver, with many growers taking advantage of rebates for energy-efficient upgrades. More operations are investing in CEA, which aligns with Sollum’s fully dynamic LED lighting solution.”
John Juhler, Sales Manager at Vostermans Companies: “End users will accept higher quality products if offered and supported.”
Amanda Debevc, Sales/Marketing Manager at Wadsworth Control Systems: “When the cost of goods sold increases (home prices, cars, everyday goods, travel) more people spend time at home increasing their budgets on plants and landscaping.”
Patricia Dean, CEO of Wadsworth Control Systems: “We see major opportunities in helping growers improve energy efficiency, automate more processes, and modernize aging systems. Our newer, smarter controls position us to serve both the high-end and entry-level greenhouse markets. Additionally, the growing demand for retrofits allows us to upgrade older greenhouses with minimal disruption to operations.”
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