Everything revolves around crop optimization; in scientific research and with technological companies, for developers active in mechanisation, at breeders and chemical plants and last but not least at the horticultural production companies. On all levels cultivation conditions are being improved. Crops Theatre, the beating heart of the GreenTech 2016 edition puts the spotlight on this central and globally important theme. Interview with Sjaak Bakker: Business unit manager of Wageningen UR Greenhouse Horticulture