Filip Meeuws appointed as Urban Crop Solutions’ new global sales director

Urban Crop Solutions is pleased to announce the appointment of Filip Meeuws as their new Global Sales Director. Having spent over 25 years in horticulture equipment, Filip brings invaluable experience in the international sale of turnkey projects.

With a background in the export and installation of tree nurseries, automated greenhouses, and horticulture projects across Europe, the Middle East, Asia, Australia, New Zealand, and North America – Filip is well accustomed to dealing with multiple markets and their specific needs. He moreover possesses technical knowledge of a diverse range of solutions.

Onto the question of why vertical farming, Filip responds “because it’s forward thinking and innovative – and a challenge. There is a huge difference between selling a system that is already established, and that of something so brand new. In that respect, vertical farming is a whole different ball game, and the role comes with a lot of responsibility”. Referring in particular to Urban Crop Solutions’ new ModuleX Plant Factory – their scalable modular system with a labour efficient BenchCarousel – Filip adds “this technology has the potential to totally change the game for the indoor vertical farming industry, and I’m excited to be a part of its global roll-out”.

Establishing the feasibility of a vertical farming project that may be the first of its kind in a location is no easy feat. That is why Urban Crop Solutions has built a free feasibility calculator into its sales strategy. Filip remarks that “I truly like Urban Crop Solutions’ transparent approach, focused on hard facts and figures. There is alignment across the entire team in that we do not want to make a sale and wash our hands. We want to set our customers up for success and be with them, long after their first harvest. That is very different from traditional sales, but also fulfilling to achieve”.

Urban Crop Solutions is a Belgium based pioneer in the fast-emerging technology of indoor vertical farming. It has developed over the past six years, over 220 plant growth recipes in its research centre in Waregem, Belgium. To date, UCS has delivered over 25 projects in multiple global locations. Their farms are being operated both for commercial and research purposes – ranging from the production of vegetables, herbs, micro-greens for food retail, service and industrial use; and scientific research across multiple institutions.


30 April 2021