Genson Fresh Fruits completes the Netherlands' first hectare-scale solar installation on strawberries, with Voltiris

Someren, the Netherlands, 16 October 2026 — Nearly 2,000 Voltiris spectral-filtering modules now sit beneath the roof of one hectare of strawberry greenhouse at Genson Fresh Fruits in Someren, keeping the crop cooler while generating renewable electricity on site. The milestone was marked on 8 October, when growers, partners and suppliers gathered at the greenhouse, alongside Genson's retail partner Bakker Barendrecht, part of the Greenyard Group.

Too much sun, not enough energy

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A greenhouse's biggest asset in winter can be its largest challenge in summer. On bright days, strawberries under glass can overheat, putting pressure on fruit size, quality and harvest planning. At the same time, growers are looking for ways to cut energy costs and emissions without giving up growing space. Genson wanted to see whether a single system could address both challenges.

Installed in four weeks, without interrupting production

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The trial results spoke directly to what Genson was after: lower energy costs and a cooler greenhouse. Their conviction grew over a series of discussions with Voltiris, and last spring they decided to become the first grower worldwide to install spectral-filtering PV in a commercial strawberry greenhouse.

Just under 2,000 modules were integrated under the greenhouse roof in four weeks this summer while cultivation carried on as normal. According to Genson, the installation went smoothly, thanks in large part to the constructive collaboration between the teams involved.

"We experienced the collaboration during the installation as positive and professional. Everyone took a practical approach, and any challenges were resolved together. We are particularly interested to see how the system performs under different conditions and what it can offer us in the longer term in terms of cultivation, quality and sustainability. This project reflects the way we want to work: caring for our plants and our environment, working together to get things done, and continuing to learn and improve as a company."— Bart Goorts, Operations Manager, Genson Fresh Fruits

How it works

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Sunlight is made up of different types of light. Plants mainly use the visible part for photosynthesis, while a large share of the energy in sunlight is carried as heat — and it's this heat that causes greenhouses to warm up on bright days.

Voltiris' spectral-filtering modules, installed inside the greenhouse beneath the roof, separate these two. The light the crop needs for growth passes through to the plants, while the heat-carrying part of the sunlight is captured and converted into renewable electricity. Small mirrors track the sun through the day to keep this separation precise.

The result is two benefits from the same roof: a cooler, more stable greenhouse climate for the crop, and clean electricity generated on site — without taking away the light the plants depend on.

Collaboration across the supply chain

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Genson is an important supplier to Bakker Barendrecht, the strategic partner of Albert Heijn, the Dutch supermarket chain, for fresh fruit and vegetables. The project aligns with the broader ambition of Bakker, Albert Heijn and their partners to further reduce CO₂e emissions in greenhouse horticulture. With quality front and centre in Bakker's values, the sourcing team responded supportively to Genson's plans:

"At Bakker, quality always comes first, which is exactly why we see great value in this pilot. The Voltiris and Genson project demonstrates that high-quality cultivation and sustainable energy generation can go hand in hand. Innovations like this support the further sustainability of greenhouse horticulture without compromising product quality. In doing so, they not only strengthen the supply chain but also contribute to the broader energy transition. For Bakker, this is an excellent example of how innovation, quality and sustainability can work together to support the future of our food supply chain."— Ron van de Water, R&D Expert, Bakker Barendrecht, a Greenyard company

A milestone marked on site

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On 8 October 2026, Voltiris and Genson welcomed more than 60 growers, partners and suppliers to the Someren greenhouse to mark the first hectare-scale spectral-filtering solar installation on strawberries in the Netherlands. Guests toured the installation and saw how the modules operated above a perfectly healthy crop in full production. Frans de Vogel, CEO of Genson Group, spoke about what adopting the technology means for the company, and why Genson chose to be among the first to bring this kind of renewable energy into a Dutch greenhouse.

"At Genson, we have always seen innovation as the key to being sustainable, both in the environmental and the financial sense. We are proud to be the first to implement the Voltiris system in the Netherlands, and to be able to play such a leading role in the energy transition. It's easy to talk about innovation, but it takes a strong mindset to actually do it."— Frans de Vogel, CEO, Genson Group

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The real test starts now

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With the system operational, the next phase begins: monitoring how it performs under day-to-day growing conditions. As the installation was completed only recently, the partners stress it is too early to draw conclusions about results in Someren. Voltiris' efforts to create successful projects don't end when the modules are in place:

"Once an installation is completed, our specialized agronomy teams work hand-in-hand with the grower to fine-tune crop management parameters, particularly irrigation and shade screening."— Jonas Roch, CTO and Co-Founder, Voltiris

The partners plan to share first results after the winter, when the lowest light conditions will challenge the system the most.

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Frequently asked questions (FAQ)

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What role does Genson play?

Genson Fresh Fruits is the grower and host site. It provides the greenhouse, the strawberry crop and the practical cultivation expertise to apply the system on a commercial scale, kept production running during the build, and now monitors how the installation performs under daily growing conditions. Together with Voltiris, the experiences and future results will be evaluated.

What role does Voltiris play?

Voltiris developed and supplied the spectral-filtering modules and provides agronomy support after completion to help Genson fine-tune irrigation and shade screening.

How are Genson and Bakker Barendrecht related?

Genson is an important supplier to Bakker Barendrecht, the strategic partner of Albert Heijn, the Dutch supermarket chain, for fresh fruit and vegetables. The Voltiris project at Genson aligns with the broader ambition of Bakker, Albert Heijn and their partners to further reduce CO₂e emissions in greenhouse horticulture.

What role does Bakker Barendrecht play?

As Albert Heijn's strategic partner, Bakker sees this innovation as a good fit with the shared ambition to further improve the sustainability of greenhouse horticulture, while continuing to deliver the highest quality fruit and vegetables. Bakker views electrification as an important step towards more sustainable food production.

Do the modules take light away from the plants?

No. The light plants use for photosynthesis (PAR) passes through unaffected. Only the heat-carrying near-infrared part of sunlight is captured and converted into electricity.

What happens to the electricity?

In this case, the power is largely consumed directly on site rather than fed into the grid. This way, Genson saves on energy costs, grid fees and taxes. In most of our projects, batteries are also included to optimise the time-of-use of the generated renewable energy and maximise savings.

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About the partners

About Genson Fresh Fruits — Genson Group is an international company with more than 60 years of experience in the soft fruit sector. Through its two complementary business units — Genson Quality Plants and Genson Fresh Fruits — Genson focuses on the development and production of high-quality strawberry and raspberry plants, as well as the cultivation and supply of fresh soft fruit. www.genson.nl

About Voltiris — Voltiris is a Swiss-Dutch cleantech company developing integrated solar solutions for high-tech greenhouses. Its patented spectral-filtering technology enables greenhouse operators to generate renewable electricity directly from greenhouse roofs while maintaining crop performance. www.voltiris.com

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