With a new Head of Global Market Development and Insight, the Danish robotics company 4XROBOTS joins A3 to accelerate Greenhouse Automation in the North America and partner with regional integrators and suppliers.

4XROBOTS, a Danish robotics company behind the world's first collaborative Delta robot, is expanding its presence in U.S. market with a clear focus: automating greenhouse operations at full commercial scale and building strong partnerships across the North American robotics ecosystem.

As part of this expansion, 4X has joined A3 — the Association for Advancing Automation — marking a strategic step toward collaboration with North American-based robotics integrators, suppliers, and ecosystem partners.

The new Head of Global Market Development and Insight at 4XROBOTS, Nick Chambers, says that the timing is right for entering the North American Market, because of the challenges that that the horticultural industry is facing.

"This is all about relevance and the timing is right. The North American horticulture industry is facing the same structural challenges we see globally: labor shortages, rising costs, and increasing pressure on agricultural producers. What's different now is that robotics has reached a point where it can be deployed flexibly, safely and at scale with great benefits for the industry," says Chambers.

A new kind of robot for a new market
The world's first collaborative delta robot from 4XROBOTS is developed and produced in Odense, Denmark — the heart of where the cobot revolution began. Like other cobots, it is designed to operate safely alongside people without safety fencing. This is of special benefit to controlled environment agriculture — e.g., greenhouse operations — because they have extremely restricted working spaces and are not easily modifiable for implementation of new technology.

The 4X robot is built to integrate directly into existing greenhouse workflows without requiring costly redesigns or large footprints, while matching industry demands for protection class, reliability and ease of implementation and operation.

"This is not hard automation that forces growers to rebuild their facilities and is only accessible to the elite and large greenhouse operators," Chambers explains.

"Our robot both fits into the space humans already work in and easily replaces that dull, dirty and dangerous work with a robot in a matter of days. It's collaborative, modular, and designed for real-world operations. And the best part is you can turn your seasonal workers into full time robot operators and tenders. This is the right robot at the right time to handle the perfect storm of conditions driving business outcomes in the horticultural space."

The company positions its robot as a flexible workforce solution capable of handling tasks such as transplanting, handling, and packaging: areas where North American growers increasingly struggle to recruit and retain labor.

Expanding markets
According to Chambers, joining A3 is about collaboration with the larger robotics community.
"Building market success for robotics isn't something you do alone. It requires partners who understand robotics deeply and want to expand into new application areas like horticulture and controlled-environment agriculture."

4XROBOTS' strategy centers on working closely with robotics integrators who may already serve manufacturing, packaging, or logistics sectors but are looking for new growth opportunities.
And the demand for robotic solutions in the industry is real, says Chambers.

"The technology is ready, the demand is real, and the scale potential is significant. That's why we're focused on expanding our North American presence now — we want to be a part of securing stable agricultural production in this region."

Connecting with the Market
At the A3 Business Forum — held every year in January — Chambers will be meeting with integrators, suppliers, and industry stakeholders to discuss how collaborative Delta robotics can open new markets and enable more resilient food production systems.

"This is about connecting insight with execution," he says, "We're not just bringing a robot to this market — we're building partnerships that can help define how robotics is applied in greenhouses and horticulture over the next decade and beyond."