A case study of growers conception of irrigation strategies indicates thatpot plant growers in Scandinavia base their management approaches on experientially based art. The study also indicates that there is a gap between experientially based art and available greenhouse technology. In order to standardize production and produce quality, both the grower’s experience and available technology should be taken into account. In order to achieve this, the present study proposes to arrange reflection on reflection in action with a group of growers by means of the dialogue seminar method. The concept of reflection on reflection in action is novel to horticultural practice. Therefore, we suggest future inter- and multidisciplinary research within this domain.