Jiffy Group`s CEO Outlines Future of Horticulture in Newsweek Magazine

Jiffy Group is delighted to share that the company was featured in the recent Newsweek report, “The New Era of Food and Agriculture.” An interview with our CEO Thorleif Hals captures Jiffy’s vision for the future of the global horticulture industry.

In the interview, Thorleif highlighted Jiffy's efforts to overcome supply chain challenges and lessen climate change impacts. Jiffy is steadily moving toward a “local-for-local” production strategy, he said, aiming to develop sustainable fibers from local sources to reduce import dependencies.

Thorleif shared with Newsweek benefits of indoor farming, such as increased yields and reduced resource consumption. He cited a 2019 experiment at the Trial and Demo centers in Qatar that Jiffy conducted in coordination with Wageningen University & Research and Dutch horticultural suppliers. The pilot study looked at yields and water savings between local, high-tech greenhouse tomato production and outdoor tomato production.

“The results were 5 kg per square meter outdoors and 100 kg per square meter indoors; moreover, the water and mineral consumption indoors was 99% less than that outdoors,” Thorleif said. “In other words, thanks to indoor farming they can now have local tomato produce in Qatar. That signifies a new era.”

As Jiffy expands in North America, we seek to become a trusted partner for growers in the complex Controlled Environment Agriculture (CEA) sector. Our dedication to this market goes beyond providing quality products; we offer our invaluable expertise derived from our rich heritage in the horticulture industry.

“There are still some challenges in the sector, notably regarding better energy efficiency, but, overall, I think that CEA is the solution for the future,” Thorlief told Newsweek.

Reducing our carbon footprint

With an unwavering dedication to sustainability, Jiffy is committed to reducing CO2 emissions by 25% by 2025, an ambitious goal to be achieved by focusing on indoor farming and high-tech solutions. To date, we have reduced our greenhouse gas emissions through multiple efforts across production sites. These changes have included, among many others, installing solar panels on the roofs of our facilities in Kobeigane and Mirigama, Sri Lanka, and switching from oil to lower-CO2 gas to power drying ovens at our Jiffy Pot production location in Denmark.

Additionally, Jiffy is working toward Responsibly Produced Peat certification of all our European peat fields and Veriflora Responsibly Managed Peatlands certification of our Canadian fields. In New Brunswick, where Jiffy’s peatlands are located, we follow the government’s Crown Peat Policy that requires peat extraction sites to be restored to their pre-disturbance states or reclaimed to an alternative land use after harvesting.

Making growing media more sustainable

Jiffy’s passion for innovation is manifesting in new developments in the growing media segments. We have added two new sustainable and renewable wood fibers to our range of substrate raw materials at our largest substrate production facility in Zwijndrecht, the Netherlands. Professional growers are already seeing the value in these new fibers.

Meanwhile, our products like Flexistart and Pellets with PLA netting signal major developments in reducing plastic use in the growing media market.

Flexistart is an enriched growing media offering that minimizes soil loss and maintains plug integrity. Formulated with all natural materials, Flexistart changes from a loose fill mix into a solid plug when water is added and keeps dibble structures intact. Flexistart’s compatibility with all loose fill and transplanting machines, cell trays, and cell configurations, allows growers to incorporate the substrate into existing processes without needing to build an advanced filled tray inventory.

Jiffy is also working toward using polylactic acid, or PLA, netting for all our Pellets. Made from corn starch, our PLA netting is a lightweight fine-fiber web that is fossil plastic-free and GMO-free. Biodegradable and industrially compostable, PLA nets will only break down once planted in the ground. The netting has a 65% lower production carbon footprint than propylene plastic.

As Thorleif told Newsweek, Jiffy is also developing a Pellet that does not require a net. “Even without a net, that pellet keeps its firmness and stays together,” he said.

Contributing to the circular economy

In our raw materials and products, we are increasing our contributions to the circular economy. More than 80% of the plastics Jiffy uses in our products and packaging are already recyclable, and we are working to make the rest of the plastics recyclable. Meanwhile, the Jiffy Innovation Team is participating in two Dutch government-led circular economy projects — one focused on growing media and the other on plastics.

"We see a bright future for the global horticulture industry," Thorleif said, "with the potential to contribute to the local availability of fruits, vegetables, and herbs while reducing environmental footprint."

Jiffy Group is proud to be at the forefront of the evolving horticulture industry. We encourage everyone to read the full Newsweek interview here and the comprehensive "The New Era of Food and Agriculture" report here.

Let’s work together

Jiffy is a leading global supplier of growing media. We aim to serve you, our customers in plant propagation and cultivation, to achieve better results.

Jiffy and the horticulture industry can do this together by continually improving, innovating, and working toward our common goals based on facts, teamwork, and involvement.

Peat-free solution

The Jiffy Growbag has unbeatable rooting characteristics. Made of 100% RHP Foundation Certified coco substrates our bags fit every crop. Together with our coco growblocks they deliver a sustainable all-in-one high yield solution.

All-in-one high yield solution

The Jiffy Growblock is the number one choice for all cut-flower and vegetable growers using hydroponic systems, greenhouses or other nursery applications. And thanks to air-pruning, better temperature control, and versatility, Jiffy Growblocks create healthier, stronger plants.

The compostable classic

Jiffy Pots Original are 100% “home-compostable and approved for organic production. No chemicals are used during the manufacture of Jiffy Pots, which makes them the number-one choice for food crops.

Fast germination

Jiffy Pellets are an open-wall, net container and medium all in one. It is easy to work with, economical to ship. They are available as bulk pellets for loading yourself, but also pre-loaded into global tray standards or on a poly-roll. Available in Peat, Coco and mix substrates.

Versatile solutions

Jiffy Preforma is the tailor-made plug solution of high-quality substrates. It is bound together and well-suited to both hard-to-root cutting material or demanding mechanized handling. The binder ensures easy automation and no transplant shock.

Fitting your demands

Jiffy's range of substrates include peat-reduced, peat-free and organic certified solutions. We have a long history in delivering the highest-quality substrate mixes with the most uniform characteristics, tailored and tested to meet each crop's specifications.