• en
  • fr
  • pt-br
  • es

Interview: João Suss (Araunah Tech) at Hortitec 2018

by | Jun 26, 2018 | Expos, People |


Hortitec is the largest horticulture trade fair in Latin America, held annually in Holambra, São Paulo. Holambra itself is the horticultural epicentre of Brazil and is especially known for flowers – thanks in no small part to its origins as a Dutch colony. Aqua-4D’s Patrick Rosat was at Hortitec and took some time out to speak with João Suss, Managing Director of the influential Araunah Tech group.

PR (Patrick Rosat): Hi João, what are your thoughts on this year’s event?

JS (João Suss): “Well, this is the main event in Brazil for the irrigation sector, and the most important of the year. It has been a pleasure to be able to share our results that we’ve had with the Aqua-4D system and also the results from various validation studies involving various crops.”

PR: Brazil is facing political and economic upheavals at present; does this impact your business and how do you overcome the challenges of the current time?

JS: Yes indeed, the country is passing through a difficult time as we have elections this year and also the US dollar is gaining in value, meaning that currencies in Latin America including ours are decreasing. However, this makes us even more keen to develop new business models and think outside the box. With Aqua-4D we have developed a new business model based on renting and leasing. This helps in our efforts to bypass the economic problems and the market is responding very well.

PR: How is 2018 looking for you?

JS: This year is the third year of working in developing Aqua-4D in our market and our expectations are very high, based mainly on tomato, banana and coffee crops. We expect to have sold a significant number of systems by the end of the year.

PR: What makes you unique as a company – you have been in business for several decades, what are some of your USPs?

JS: Our core values are based on relationships with the customer, so we always focus on technical assistance and close relations with customers and market, I would say that is the key element of our success in Brazil.

PR: What kind of solutions and products are you looking for when choosing which brands to distribute in Brazil?

JS: Our focus is on innovative technologies that nobody else sells. Of course, this brings its own challenges but also a competitive advantage over competitors as we’re always on the front line and we gain respect and trust from customers with this as they look to us for the most innovative technologies.

PR: What new projects do you currently have on the go?

JS: In the second half of this year we’re working on a new project based on irrigation of central pivots. Central pivots are very different from drip irrigation systems; they use much more water but we’re focussing on central pivots which have problems with nematodes, so there is a huge potential and opportunity for using Aqua-4D with this system, also in terms of economic viability. It’s very exciting and we expect to have success very soon.

João Suss, thanks for your time.

 

2Grow’s real-time measurements meet Aqua4D’s optimized greenhouse irrigation

  “As we say in Holland, measuring is knowing,” says 2Grow co-founder Olivier Begerem with a knowing smile. “In horticulture there are still too many things being done based on assumptions, still too many mistakes being made. In our opinion it’s time to stop assuming...

Aqua4D solves clogging and saves water in French flower greenhouse

    Morel Diffusion is a cyclamen seed producer, known worldwide for its colourful varieties. Headquartered in Frejus, southeastern France, their site covers a greenhouse area of 3 ha and 5000 m2 dedicated to R&D. Despite their business success, their production was...

Chile’s National Irrigation Commission visit Aqua4D project

      After meeting recently at an industry event at the Swiss Embassy in Santiago, the National Irrigation Commission (CNR) were intrigued to find out more about how Aqua-4D can help alleviate Chile’s growing water crisis. Chile is amongst the nations with the...

Precision irrigation solutions from the heart of Switzerland

  With academic origins at an alpine university and now headquartered in the wine and ski region of Valais, Aqua4D is Swiss through and through. But it goes much deeper than just the red and white flag. This part of the world is renowned for clockwork precision, so...

Salinity solution saves mango crops in Brazil

  The São Francisco Valley is one of Brazil’s “fruit baskets”, producing most of the country’s grape and mango exports.  It historically attracted settlers from all over the world to grow on its land, and for good reason: 300 days of sun a year here allow several...

0 Comments