RED Horticulture is a French LED manufacturer, which has only been active in the Dutch greenhouse market for a few years with its innovative lamps. RED’s big difference in approach is that they focus on ‘photobiology’, the knowledge behind lighting crops. By actively supporting customers in the choices they make with lighting, RED engages its customers. This active approach is made possible by the way RED lamps are made: they can be adjusted during cultivation in terms of light colour and intensity per lamp. This gives growers a completely new control, allowing them to adjust cultivation to their own liking (and further fuelling the discussion on number of micromoles vs light colour). RED has already started energetically and hopes to firmly increase its market share in the coming period. To shape this further, RED has set up a number of demonstration-based studies with HortiTech as the implementing party.