Cravo Equipment Ltd.

Location: Canada - Southwestern Ontario preferred

Reports to: VP Revenue

Compensation: $95,000 - $115,000 CAD plus sales commissions

Travel: Approximately 30%

About Cravo

Cravo builds retractable roof greenhouse systems — structures whose roofs and walls open and close so growers can give a crop the exact climate it needs, hour by hour. Growers use them to increase yield and quality, extend seasons, protect against increasingly volatile weather, and reduce chemical inputs. Our systems are installed in more than 30 countries. We're a small, engineering-led company where the person selling the system is expected to understand the crop underneath it.

The Role

North America is our strongest market and our largest opportunity. It's also two roles in one.

The first is selling into the NA greenhouse industry. We have a substantial installed base of growers across the US and Canada who know our systems and trust the results. Your job is to stay close to them, make sure their deployments are performing, capture what they've achieved in hard numbers, and turn that into expansion business and warm introductions to their peers.

The second is expanding into newer segments such as motorized field orchard coverings for crops such as cherries, strawberries and other identified segments. You'll be hunting cold: building named grower lists, getting in front of operations that have never heard of us, partnering with marketing on campaigns and landing the first installations that become the proof points everything after them depends on.

You'll report to the VP Revenue and work alongside our engineering team and our President,



who remains one of the most technically credentialed people in this industry.

What you'll do

- Originate qualified opportunities across Canada, the US and the Caribbean, with a specific mandate to build pipeline in crops where we have no existing presence
- Land first reference installations in target crop × climate segments — and work with our marketing team to document them into case studies, RoI evidence and grower testimonials
- Build current opportunities in the floriculture sector through outreach, trade shows and referrals through the existing install base
- Execute targeted crop playbooks timed to the grower's capital buying cycle, not our fiscal calendar
- Conduct consultative discovery, quantify grower and investor needs, and present Cravo solutions and ROI models tailored to climate, crop, and market conditions.
- Own the full sales cycle: lead qualification, proposals/quotations, negotiations, and closing; ensure clean hand‑offs to project and operations teams.
- Represent Cravo at industry trade shows and grower events
- Work closely with Operations in Brantford through the quoting, engineering and delivery process

We’re looking for a candidate who has a combination of:

- Minimum 5 years’ success in B2B sales within greenhouses, agri‑tech, controlled‑environment agriculture, or related greenhouse capital equipment.




- Agronomy background — formal training or deep practical grounding, with genuine credibility in a grower's operation
- A track record of originating business from a cold start, not only managing inherited accounts
- Track record of meeting/exceeding quota in consultative, long‑cycle sales.
- Comfort with long, consultative capital sales cycles (12–24 months)
- Willingness to adopt new tools and change how you work — we're actively rebuilding how this team operates
- Proven consultative selling, territory planning, and negotiation skills; disciplined pipeline and forecast management.
- Canada-based, with regular time at our Brantford office
- Valid passport and ability to travel to the US and Caribbean as well as a valid drivers license

Strong assets:

- Mechanical aptitude — our most successful people in this type of role have combined agronomy with technical depth, and it lets you advise rather than just sell
- Experience in floriculture, cherries, berries or tree fruit
- Existing relationships in the North American grower community

What we're building around you We're rebuilding our sales operation to spend less time on paperwork/administration and more in front of growers by leveraging AI and new tools/playbooks. You don't need to have used these before — you need to be someone who'll take them up rather than work around them.

Why Southwestern Ontario

Our head office is in Brantford, and North American deals involve close coordination with Operations through quoting and delivery. Being able to walk into that building regularly is a real advantage — for you and for the customer.

📌 Business Development Manager, North America (Greenhouse & Horticulture) (Waterloo)
🏢 Cravo Equipment
📍 Waterloo