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The episode goal: Introduce Danielle to Pipp’s audience, showcase her background in greenhouse system engineering and product development, and bridge her experience from greenhouse CEA to indoor CEA.
Listen to learn:
How greenhouse and indoor CEA truly differ
Why some high-tech vertical farms failed — and what today’s winners get right
How to design systems around the crop, not the technology
Key engineering considerations for multi-tier indoor farms
What product development looks like across strawberries, lettuce, cannabis, seedlings & more
Why modularity and crop-specific design are the future of indoor agriculture
Episode Breakdown:
Intro & Danielle’s Background
0:00–4:20
Meet Danielle Will — Pipp Horticulture’s new Product Manager — and hear how tissue culture, greenhouse engineering, and biotech shaped her multidisciplinary CEA approach.
Greenhouse vs. Indoor CEA
4:20–10:19
Danielle breaks down the real engineering differences:
• Transparent glazing vs. sealed rooms
• Air changes vs. recirculation
• Load density from stacked tiers
• Why controlling “everything” is both empowering and challenging
System Design Mistakes & Operator Challenges
10:19–17:23
Why expensive tech can’t compensate for poor design choices, lack of grower involvement, under-sized systems, or misunderstanding seasonal loads.
The Importance of Skilled Operators
17:23–21:21
Why mediocre systems + great people beat the opposite every time — and why true CEA success requires both biological and mechanical literacy.
Product Development for Multiple Crops
21:21–25:39
How Pipp is expanding beyond cannabis into strawberries, leafy greens, seedlings & more — and why irrigation style, tray spacing, airflow, and lighting must all be crop-specific.
Designing for Today vs. the Future
25:39–27:38
Why Danielle designs 5 years ahead — but not for a fully robotic future (yet). Practicality, accessibility, and modularity matter more than hype.
Why Past Vertical Farms Failed
27:38–33:29
The truth behind the first wave of CEA collapses:
• VC models optimized for tech, not agriculture
• Growing low-margin crops with massive capex
• Market misalignment and unrealistic yield projections
• Dependence on high-tech automation too soon
Future Crops & Underexplored Opportunities
33:29–38:54
A look at high-value crops that should be thriving indoors: wasabi, blueberries, seedlings, berries, specialty crops, and more.
Modularity, Crop Fit & Scalable Design
38:54–43:40
Why the future of Pipp’s product line focuses on:
• Meeting crops where they are
• Modularity across irrigation types (ebb & flood, NFT, DWC, aeroponics)
• Increasing plant density & uniformity
• Validated systems that scale responsibly
Rapid-Fire Questions
43:40–48:08
Danielle’s favorites:
• Crop to grow
• First concert
• Most underrated grow room tech
• Go-to resource for CEA learning
• Favorite veggie snack
• And what she orders at Mad Dogs
ABOUT CULTIVATION ELEVATED:
If you are a grower or owner looking to optimize your existing or new cultivation facility or anyone looking to cultivate more in less space, then this is the show for you. Each week, join Host Michael Williamson as he travels across the country, to explore the world of vertical farming and the future of cannabis and food production through his conversations with leading industry operators, growers and executives who are demonstrating success and
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