On 21 April, researchers, water tech entrepreneurs and Dutch growers came together in an online webinar entitled ‘Water in Horticulture’. The webinar centred around the topics: circular water use; water storage; internal water quality; and recovery and reuse of fertilisers. The participants jointly concluded that there are plenty of business opportunities, but that commercial gain will not come by itself. Research and business must keep working together intensively. If they do so, and if they choose a cross-sectoral approach, this will lead to innovative solutions that will not only be valuable for the Netherlands, but for the entire world.