The international marketing magazine for fresh produce buyers in Europe
Liam O’Callaghan

BY LIAM O’CALLAGHAN

Tuesday 8th December 2020, 07:50 London

Autogrow opens European office with appointment

New Zealand-based technology company adds European presence with the appointment of James Croy

Autogrow opens European office with appointment

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Autogrow has announced the appointment of Netherlands-based James Croy as the company’s contact for European customers.

With more than 15 years’ experience in the agriculture sector Croy will support the New Zealand-headquartered with the growth of its digital solutions Folium and FarmRoad.

“There’s a tangible shift in the mindset of growers here in Europe who understand the importance of capturing data and how it can be used for improving operations. It’s not just the younger generation but growers of all ages, crops and business sizes,” said Croy.

“The way crops are managed today is through visual inspection and judgement based on varying degrees of grower knowledge and experience. Data allows for more advanced analytics and understanding of what is driving physiological responses in the plant.”

Although he has been in the Netherlands for 11 years, Croy is originally from New Zealand and is looking forward to working with Autogrow.

“I left New Zealand in 2006 and was based in London for a time before moving to the Netherlands in 2009. 11 years and three children later, I am firmly embedded in the culture and the environment of the region and love being in such a historically significant and accessible location,” said Croy.

“It’s ironic how I moved over 18,000km away from New Zealand and now find myself working for a New Zealand-headquartered company again. It’s also great to be representing such great solutions and a business that invests in products that continuously develop in line with the evolving market.”

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