Ten years ago, Pieter moved to the United States to help build a new initiative for leafy greens grown in greenhouses. That initiative became Little Leaf Farms, now one of the most recognized names in the American horticulture industry.

A pioneering period full of lessons

The start of Little Leaf Farms was exciting and intense. The greenhouse design looked good on paper but turned out to be unworkable in practice. ‘The lighting plan was unsuitable for lettuce and the water system lacked filtration. Instead of fresh green lettuce, algae filled the gutters.’ Yet the first year still ended on a positive note, which Pieter credits to perseverance, constant learning and a circle of experts who supported the process.

The vision was clear from day one: locally grown lettuce, free from pesticides, reliable and consistent in quality. For consumers, but also for partners throughout the fresh produce chain. After an intense start, the team quickly got this under control.
Scaling up, moving fast and making sharp choices
 

Scaling up, moving fast and making sharp choices

Little Leaf Farms grew rapidly. New water treatment systems, an improved light recipe and a carefully data driven cultivation approach resulted in major steps forward. The commercial learning curve was also steep. ‘We shifted from a simple plastic bag to a premium clamshell for packaging their lettuce, which turned into a surprising success. Less lettuce for the same price but a significant increase in sales.’

Today, Little Leaf Farms operates twenty seven hectares of high quality greenhouses across three locations. Innovation remains at the heart of the company.

Data as a compass

Data form the backbone of the operation. ‘From day one, every plant weight was measured and every harvest recorded precisely. This created a stable and predictable cultivation system.’ The Ridder climate computer supports daily adjustments, which is essential because even small deviations in plant weight directly influence production and results.

The power of connection

Throughout the conversation, one theme keeps returning: the value of a strong network. Pieter enjoys working with partners he can truly rely on. He has collaborated with the same greenhouse builder and installer for years, and Ridder is part of that circle as well.

The collaboration did not always run smoothly. There was a period when the relationship came under pressure. ‘Requests remained unanswered and Pieter felt unheard.’ This even led to switching to a competitor. Eventually, both sides reconnected. New people, better communication and more attention restored trust. For Pieter, that is the essence of strong partnership: ‘openness, honesty and a willingness to adapt.

The involvement of the Ridder team truly makes a difference. Feedback, speed and reliability create calm, and that calm is needed when you want to grow at scale.’

Automation, robotics and the future

Workforce availability is, in Pieter’s eyes, the biggest challenge for the coming decade. The number of young growers is decreasing and fewer people can truly “read” the climate inside a greenhouse. Automation, robotics and AI will therefore become more important, while the human role remains essential.

It is the role Pieter enjoys taking on himself. ‘Connecting people, offering perspective and ensuring that everyone understands the direction. If you do not talk to each other, you cannot create stability.’

Returning to Europe

Last autumn, Pieter started his own company, Growing as a Service LLC, helping organizations strengthen the connection between the shop floor and leadership. He will continue supporting Little Leaf Farms. In 2026, he will return to Europe to be closer to his family and to start a new project: a four hectare lettuce company, with plans to grow to twenty five hectares. The ambition is clear: produce without pesticides, achieve strong sustainability performance using geothermal heat and cooling via an underground river, and build a cultivation system ready for the next generation. And, as he says: ‘I will do so with a trusted group of partners around me.’

With his down to earth mindset, experience and vision, Pieter remains an inspiring pioneer. His story shows how far you can go when you keep learning, listen to each other and build long term relationships. And above all, how collaboration, data, technology and trust form the foundation for sustainable growth.