BiomicAgritech is an Israeli startup based around an invention that can literally turn the cultivation of tomatoes and other ‘high wire’ crops upside down. The invention consists of hanging the crop upside down in the greenhouse, with the root system in a rotatable cylinder. Instead of lowering the crop, it is now sufficient to rotate the cylinder. This saves a lot of valuable labour and also paves the way for a fully automated greenhouse. For BiomicAgritech, Innova Connect conducted an initial market exploration in the Netherlands and established contacts with potential cooperation partners.