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“You cannot afford to make a mistake. It needs to be perfect the entire time because your whole yield figures, your business plan, your financing is based on this full production. So if halfway it fails and you have to restart, well, you’re in trouble,” says Olivier Paulus, owner and founder of Verteberry, who shares his journey transforming from engineer to strawberry innovator on Greenhouse Success Stories.

After pioneering one of Belgium’s earliest vertical farms and transitioning to Quebec, Olivier Paulus reveals the complexities of year-round berry production, the pivotal role of plant quality, and the razor-thin margin for error that defines modern greenhouse entrepreneurship. His hands-on, “biology first” approach, strategic partnerships, and candid insights into the challenges of R&D, scaling, and commercial viability make for an episode packed with actionable wisdom for anyone eyeing success in controlled-environment agriculture. Curious about the future of strawberries in snow and why lean, honest growing sets the foundation for breakthrough results? Don’t miss this episode.

5 Key Takeaways

Every greenhouse breakthrough starts with bold action—here’s what to do next:

1. You don’t need a farming background to succeed. Dive into research, ask questions, and let curiosity fuel your first grow—starting small is better than not starting at all.
2. Forget shortcuts. Quality crops always come first—focus relentlessly on plant health and let technology and profit strategies follow afterwards.
3. Scaling takes grit and real relationships. Reach out to industry leaders, invite feedback, and collaborate—connection and transparency accelerate your progress.
4. The market loves reliability. Build systems for consistent, repeatable results—use quick trials, learn from mistakes, and measure success by customer satisfaction.
5. Stay lean and honest. Get your hands dirty, keep costs tight, and regularly check your work—your plants will always tell you the truth, so listen and adapt.

Memorable Quotes

"You cannot afford to make a mistake. It needs to be perfect the entire time because your whole yield figures, your business plan, your financing is based on this full production. So if halfway it fails and you have to restart, you're in trouble."

"The most important advice is really work on that lean and mean mindset. Pull that mindset into becoming a good grower or finding a good grower. Do not lie to yourself—the plants will tell the truth. You cannot hack it. Make sure you get a good crop, whether it's lettuce, herb, or strawberry. Start with that."

"We've been doing this for eight years and I still feel there is so much to learn, so much to improve on so many fronts. That's the challenging but also the motivating part."

Connect with Olivier + Vertiberry

Olivier's LinkedIn: https://www.linkedin.com/in/olivierpaulus/

Vertiberry Website: https://vertiberry.com/

Vertiberry's LinkedIn: https://www.linkedin.com/company/vertiberry/

Vertiberry Instagram: http://instagram.com/vertiberry

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