The lack of recorded performance data is disappointing but he certainly wouldn't have healthy citrus if it's didn't perform as he says.
I'm not a fan of moving air through the earth, for energy efficiency and air quality (mold, bacteria) issues, but this setup does show that direct geothermal heating for winter greenhouses is certainly viable with the classic solar deep winter greenhouse design.
Unless you own the backhoe, and you have rockless soil down to 10 foot deep, I think a l'd have a well driller place a series of trench connected bores for 1 inch pex, ala the ground source heat systems. If your water table isn't deep, a dual well system for extraction and re-deposit is also a great way of using direct geothermal energy. The water could heat exposed water tanks, or in floor pex, or a water to air heat exchanger could be used, and the air movement of the latter isn't necessarily a waste of energy.