Greenhouse Tech Suppliers Facing Market Opportunities and Challenges
June 9, 2026 Greenhouse manufacturers and component suppliers are navigating many of the same pressures as growers. From tighter margins and energy costs to shifting expectations around automation and integration, the forces shaping plant production are shipping the structures and systems behind it.
To better understand where the market is headed, Greenhouse Grower surveyed members of the National Greenhouse Manufacturers Association (NGMA), whose products range from greenhouse structures and coverings to controls and lighting systems. Here’s Part 1, covering key challenges and opportunities.
Opportunities in Market Share, Automation
“Expansions of controlled-environment agriculture (CEA) facilities in North America.” — Justin Jacobs, Argus Controls Ltd.
“Educational greenhouses.” – Joshua Sucher, Crystal Structures
“Earning market share through service and quality.” – Earl Craker, Green-Tek, Inc.
“Retrofit is a bigger market than new construction right now because people can’t afford the cost of building new.” –Bob Bruns, Link4 Corp.
“From a strategic perspective, the Western U.S. presents significant growth opportunities in high-performance greenhouse materials. Key drivers include water scarcity, extreme UV exposure, and temperature control challenges — factors that favor polycarbonate over traditional materials. There is also a growing trend toward large-scale, commercial greenhouse operations, particularly in California and the Southwest, which require durable, energy-efficient glazing solutions. This positions us well to expand through value-added products, innovation, and strong regional partnerships.” – Peter Luca Ardizzone, Macrolux USA
“The biggest opportunities we see are growers continuing to adopt new technology, both through new greenhouse projects and upgrades to existing facilities. Many growers are adding sensors, irrigation and fertigation control, lighting systems, and additional automation to improve efficiency and reduce labor, water, fertilizer, and energy costs. In particular, irrigation and fertigation upgrades are becoming more common as growers recognize the labor savings and the cost impacts of overwatering and excess fertilizer use. Overall, there is a continued shift toward more automated and data-driven greenhouse operations.” – Patricia Dean, Wadsworth Control Systems
“There are countless options to provide projects, just not the largest of scale.” – Tim Lauer, Albert J. Lauer Inc.
“Consistent access to funding for larger projects.” – Ian Morrell, Climate Control Systems
“Steering the plant without chemicals. As an example, we can use light to control how tall a plant grows or how vibrant the flower color is.” – Kassim Tremblay, Sollum Technologies
“High-end greenhouse operators understand high-quality mechanical equipment pays dividends over the long term.” – John Juhler, Vostermans Ventilation Inc.
Market Volatility, Costs Are Primary Challenges
“From a strategic standpoint, the primary challenges include managing raw material volatility, maintaining competitive pricing, and ensuring supply chain reliability. We are also navigating increasing pressure to deliver faster lead times while maintaining quality and consistency. At the same time, market demand can fluctuate significantly, particularly in greenhouse and agricultural applications, which makes long-term planning more complex. Balancing these variables while continuing to support customer growth is our main focus.” – Luca Ardizzone
“Getting growers to move past a static mindset. Many still see lights as simple on/off. In floriculture, different stages — like rooting versus blooming — need different light. Our hurdle is showing that one fixed LED cannot do it all as well as a dynamic system can.” — Tremblay
“Overseas competition from Europe.” — Jacobs
“Permitting is excessively complex and burdensome, causing some projects to stall and customers to lose market advantage.” – Adam Pound, AgraTech Inc.
“Coordination with GC and MEP contractors.” — Sucher
“Accelerating costs on raw materials. Labor costs are also rising.” – Craker
“One of the biggest challenges we are currently facing is uncertainty in project timing and capital spending. Projects are often planned and expected to move forward, but then external factors such as tariffs, global conflicts, fuel prices, or general economic uncertainty cause projects to be delayed or put on hold. This makes forecasting and production planning more difficult for suppliers. We are also seeing some funding uncertainty with university, school, and USDA projects, which can delay institutional projects.” — Dean
“Fluctuating materials/component costs and finding reliable labor.” — Lauer
“Very low cost, low-quality Asian imports. European pressure from equipment companies not in the space prior to any degree. More players for limited audience equates to low margins as it becomes a race to the bottom.” – Juhler
“People having the capital to either expand or retrofit.” — Bruns
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