“From Photons to Profit: 15 Years of Building the Vertical Farming Industry…and What Comes Next”

Roel Janssen
Chief Business Development Officer, eternal.ag

Roel Janssen is Chief Business Development Officer at eternal.ag, a German agritech startup on a mission to fully automate greenhouses by 2040. He works directly with growers to support the deployment of harvesting robots and drive the adoption of automation across eternal.ag’s key markets in Europe, North America and APAC.
Before joining eternal.ag, Roel served as Chief Business Officer at Planet Farms, the European market leader in vertical farming. Prior to that, he spent 13 years at Signify (formerly Philips Lighting), where he played a pivotal role in establishing Signify as a market leader in horticulture LED solutions. He has a proven track record of scaling horticultural innovation from early-stage development to international growth, with experience spanning Europe, North America, and APAC. Roel holds a degree in Business Administration and lives in Eindhoven. He is also a passionate wine enthusiast with a WSET Level 3 certification.