BIG interview: Martina Denti takes on the myths holding aeroponics back

In a world where climate change, resource scarcity, and soil degradation are no longer distant threats but everyday realities, growers face a hard truth: traditional agriculture is hitting its limits. Extreme weather wipes out crops. Water shortages squeeze margins. Pesticide resistance rises. And consumers? They’re demanding more: cleaner food, better sustainability, and year-round supply.

CleanGreens Solutions is a Swiss company that’s quietly flipping the script on how food gets grown. Using cutting-edge aeroponic technology, they’ve built a system that uses no soil, 96% less water, zero pesticides, and still delivers fresh, high-quality crops… even in places as extreme as the Kuwaiti desert.

But is aeroponics just another buzzword, or is it the real future of farming?

We sat down with Martina Denti, Business Developer at CleanGreens Solutions, to tackle the big questions head-on — from busting myths about high-tech growing, to showing how GREENOVA, their proprietary aeroponic system, is turning skeptics into advocates.

Fructidor: If we walked into a room full of farmers and agribusiness leaders today, what would be the biggest misconceptions they have about aeroponics? And what do you say to those who argue that aeroponics is just a trend rather than the future?

Martina Denti: The reason why aeroponics has not yet become a widespread trend is its current capital expenditure (CapEx) requirements. If we look at the industry today, hydroponics and other greenhouse techniques are much more widely adopted, primarily because they were easier and less costly to implement in the early stages — not necessarily because they were the better solution. At one point, even vertical farming was considered a trend, but aeroponics has not yet reached that stage. 

However, aeroponics is the future of agriculture. Its features directly address many of the most pressing challenges in traditional farming: it allows roots to breathe, ensures better oxygenation, significantly reduces water consumption, and offers a cleaner, safer growing environment with fewer risks of soil-borne diseases. These advantages make aeroponics a highly promising solution for the future of food production. 

While we have successfully developed a reliable and scalable aeroponic system — our GREENOVA technology — economic viability across all crops and regions is still being refined. As soon as we overcome this hurdle and make aeroponics more accessible at scale, it will no longer just be the future — it will become a global trend.

Fructidor: Who are the early adopters leading the charge in this space, and what sets them apart from the skeptics?

Martina Denti: The pioneers of aeroponics are experienced yet open-minded entrepreneurs and farmers who believe in sustainable agriculture and embrace innovation to achieve their goals. They are not bound by traditional methods but instead recognize the potential of cutting-edge technology to reshape food production. 

A great example is our first Swiss customer — a traditional farmer who was willing to adopt new technologies. He transitioned from a different cultivation system to our GREENOVA solution after facing significant challenges with maintenance and operational efficiency. With GREENOVA, those issues were eliminated, enabling him to manage his production area more effectively. 

Similarly, two entrepreneurs and our client in Kuwait, exemplify this mindset. They have chosen to integrate advanced agricultural technology to achieve self-sufficiency. Unlike skeptics who hesitate to adopt new methods, they took a bold step forward, implementing aeroponics in one of the most challenging climates. 

For those who remain skeptical, we invite them to visit our installation in Kuwait, where iceberg lettuce is cultivated under extreme climatic conditions. This demonstrates how controlled environmental factors — such as humidity, fertilization, and irrigation — can ensure stable, high-quality production year-round. Ultimately, we ask decision-makers: What is more economically viable — continued dependence on imports or investing in a self-sustaining local agricultural ecosystem? 

Fructidor: What are the biggest pain points growers face with traditional methods, and how does aeroponics solve them?

Martina Denti: Traditional farming methods have long sustained market demand, but they are increasingly falling short. The demand for fresh, high-quality produce is rising in tandem with a growing global population that is ever more conscious of the origin and quality of the food they consume. Extreme weather events can wipe out an entire harvest in mere hours, devastating farmers’ livelihoods and food supply chains. Additionally, soil degradation and overexploitation are leading to a decline in soil quality, which inevitably affects the final product. Also, the season factor limits production to just one yield per year in many cases, further constraining supply and profitability. 

By shifting to soilless cultivation with advanced substrates, as in the case of our GREENOVA system, growers gain full control over plant hygiene and the surrounding ecosystem, ensuring superior quality and consistency. This level of precision not only mitigates the unpredictability of traditional agriculture but also maximizes resource efficiency, making aeroponics a compelling solution for the future of stable, year-round food production.

Fructidor: There’s often a tension between sustainability and profitability in agriculture. How do you see aeroponics bridging that gap?

Martina Denti: Sustainability means meeting our own needs without compromising the ability of future generations to meet theirs. In agriculture, this means producing food efficiently while preserving natural resources, minimizing environmental impact, and ensuring long-term economic viability for farmers. 

At CleanGreens, we have spent nearly 15 years refining our aeroponic system to achieve exactly this balance. Our GREENOVA system drastically reduces water consumption, eliminates the need for soil (which is increasingly degraded and overexploited), and minimizes fertilizer and eliminates pesticide use — all of which contribute to a more sustainable agricultural model. At the same time, our proprietary technological advancements ensure long-term durability and economic efficiency, allowing farmers to achieve profitability without depleting natural resources. By offering flexible system configurations, we enable growers to tailor automation levels and operational setups to their specific needs, optimizing both cost efficiency and productivity. Compared to traditional farming techniques, GREENOVA’s high productivity helps offset operating costs through increased yields, leading to a quicker return on investment. 

A common misconception is that short-term cost savings always lead to long-term benefits. However, lower initial investments in conventional systems often result in higher future costs due to inefficiencies and frequent replacements. Our aeroponic approach ensures that sustainability and profitability are not opposing forces, but rather two sides of the same coin — by investing in long-term efficiency, farmers secure both economic resilience and environmental responsibility. 

Fructidor: Have you seen any crops thrive in aeroponics that people didn’t expect would work?

Martina Denti: There is growing research on the aeroponic cultivation of various crops, including potatoes and other tubers. From our experience, the primary limitation in crop selection is related to size and weight — as the plant grows from a substrate, it must be adequately supported to develop properly. 

By adjusting the cultivation line configurations and support modules, we can optimize the system for a wide range of crops. Essentially, any crop that does not require extensive root anchoring underground can be successfully grown in our aeroponic system. This adaptability opens doors for innovation in aeroponic farming. 

Fructidor: Which crops are most important to your customers, and what challenges do they face with those?

Martina Denti: The most valuable crops are typically those with the highest market value, but this value depends on the region where they are sold. For example, lettuces have a relatively low market price in Europe, while in the Middle East, iceberg lettuce is one of the most in-demand and premium-priced crops. 

The most important crops are those that are challenging to grow consistently with traditional methods and require precise environmental conditions. The biggest challenges today are related to maintaining a stable climate inside the greenhouse to ensure year-round production without seasonal variations. 

However, I would argue that the bigger challenge is not the crop itself, but its market positioning. If basil grown in Europe cannot compete with lower-priced basil from other regions, then retailers will always seek the lowest price, regardless of origin. This is why government policies play a crucial role in promoting localized production systems that offer sustainable and high-quality alternatives to imported crops. 

Fructidor: How do you maintain strong relationships with customers using your system, and how do you support their success?

Martina Denti: Once the system is installed, we provide on-site training during the first full production cycle with our agronomic consultants. After this initial phase, we offer 24/7 remote support, ensuring that any technical issues or agronomic concerns can be addressed immediately. If additional assistance is required, our specialized team is available for on-site visits and extended training programs to help clients optimize system usage. Ultimately, our clients' success is our success, and we prefer to grow together with them, providing ongoing support to maximize their results.

Fructidor: What is the after-sales experience like once the system is installed?

Martina Denti: Each of our clients receives personalized one-on-one support with regular feedback sessions to ensure continued optimization of their operations. We closely monitor system performance and offer recommendations to help them maximize yields and efficiency.

Fructidor: If you could get every grower in the world to take one action today that would benefit both their business and the planet, what would it be?

Martina Denti: Build an aeroponic farm! (Haha, just kidding — but in all seriousness, it would be a great step forward!) I would encourage every grower to conduct a cost-benefit analysis that includes both quantitative and qualitative factors in their operations. Farmers should ask themselves what kind of impact their current practices have — not just within their supply chain but on the broader food system and the environment. 

At the end of the day, we all have to live on this planet — along with future generations. Ensuring a sustainable and prosperous future is everyone’s responsibility. Even small steps can make a big difference, and supporting agricultural techniques that prioritize sustainability is a crucial step toward a more resilient food system. LET’S GROW TOGETHER! 

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