DutchGreenhouses designs and delivers complex greenhouse systems, coordinating long‑term projects, suppliers, and remote agents across multiple geographies. The company supports clients through the full lifecycle of greenhouse design and construction — from early opportunity to delivered systems in the field.
Greenhouse Construction & AGTech
Naaldwijk, Netherlands
Before this work, DutchGreenhouses was using Attio as the backbone for projects, suppliers, and long‑term relationships — but the CRM structure wasn’t doing the job. Usage was fragmented, and long‑cycle greenhouse projects were hard to follow from first inquiry through RFQs and contracts as a single, coherent thread.
In practice, Attio behaved more like a loose collection of CRM records than a decision engine for complex greenhouse work.
To scale after challenging years without adding more coordination overhead, DutchGreenhouses needed Attio to behave like a project and relationship decision engine rather than a static contact database.
We implemented an Attio foundation system tailored to DutchGreenhouses’ greenhouse ecosystem, turning the CRM into a relational model of how projects actually move from first inquiry to delivered systems.
Instead of overloading a few generic CRM objects, Attio now mirrors the real greenhouse project ecosystem in a controlled, relational way.
DutchGreenhouses’ story is not about adding yet another tool to an already complex stack. It is about treating CRM architecture as part of the operating model for complex, long‑lived projects — and designing Attio to reflect how work, suppliers, and contracts actually move through the business.
Before the project, the team was already using Attio and capturing valuable information, but it wasn’t encoded in a way that supported everyday decisions. Inquiries landed as half-formed records, RFQs and contracts lived in scattered notes, and simple relational questions required manual digging across lists and inboxes, such as: “Which suppliers are tied to our most advanced projects?” or “Which models move from first contact to contract?”
The turning point was treating Attio as a true relational model of DutchGreenhouses’ greenhouse projects. Instead of pushing everything into a handful of generic objects, we defined a small set of core entities — Companies, People, Deals, Projects, Systems, RFQs, Contracts — and focused on the relationships between them. Inbound forms now create a company, a person, and a deal that are linked from day one. When an RFQ is created, it is attached to the relevant project, suppliers, and contracts, and follow-up tasks are generated from those links rather than from someone’s memory.
Recognize parts of DutchGreenhouses’ story in your own project‑based business?
If you are running long‑cycle, complex work — in construction, engineering, agtech, or industrial B2B — from scattered records, ad‑hoc lists, and personal inboxes, it is a sign that you have a system design problem, not a tooling one.
Novrith designs and implements Operations and Revenue Engines on platforms like Attio and ClickUp that turn complex, project‑based pipelines into decision‑ready systems: project‑centric data models, relational views, and workflows that surface what needs attention next.
Let’s talk about what a similar system‑first CRM and project engine for your business could look like.
