Agro Care

What Agro Care does

Agro Care Growers is a privately-held Dutch greenhouse horticulture company founded in 1997 that specializes in the year-round cultivation of a complete range of tomatoes (snack, cherry, cocktail truss, truss, plum, and beef varieties) sold to European retail chains. The merged entity operates 500+ hectares across seven countries (Netherlands, France, Tunisia, Morocco, Brazil, Denmark, and Sweden), employs approximately 4,000 people, and processes around 100 million kilograms of tomatoes annually. Its technology stack is built around high-tech greenhouses with computer-controlled cultivation, substrate-mat growing, recirculating water and nutrients, biological pest control, geothermal heating (Wieringermeer and Tunisia), combined heat and power (CHP) cogeneration, and LED lighting — delivering approximately 75% lower water consumption per kilogram versus traditional growers.

The business model is B2B and sales-led. Agro Care sells primarily through the Harvest House cooperative, which handles marketing, sales, and distribution to international retail chains. The company earns revenue from fresh tomato sales year-round (the dominant stream) plus a secondary processed-products stream via its jointly controlled Greenblend venture, which converts residual and overripe tomatoes into Tomato Blend for industry and foodservice customers. Agro Care has built a vertically integrated ecosystem of jointly controlled ventures covering packaging (Greenpack, 250 million packages per year on 40,000 m² of facilities), labor (NL Jobs), housing (NL Realty), IT/automation (Nitea), seed breeding (Axia), and geothermal energy (ECW Energy). The company is backed by Dutch PE firm NPM Capital (minority stake since 2019) and reached a major scale inflection with the 2024 ACM-approved merger with CombiVliet, making it one of Europe's largest tomato growers. Premium consumer brands Tazed and Cricks plus Fairtrade certification for Tunisian and Moroccan operations differentiate the offering in ESG-conscious retail procurement.

Customers are European supermarket and grocery retailers (the specific retailers are not named in the source material), served via the Harvest House cooperative channel. The company is professionally managed with a five-member Supervisory Board established in 2026, chaired by former Hunter Douglas EMEA CEO Aad Kuiper, and led by co-founder Kees van Veen (CEO) alongside Roy van Vliet (Managing Director Netherlands) and Philip van Antwerpen (Managing Director Tunisia).

Name

Agro Care

Legal name

Agro Care bv

Website

https://agrocare.nl

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Agro Care Growers is a Dutch greenhouse horticulture company founded in 1997 that cultivates a complete range of fresh tomatoes across 500+ hectares in seven countries (Netherlands, France, Tunisia, Morocco, Brazil, Denmark, Sweden), selling primarily to European supermarket chains through the Harvest House cooperative.

Ownership category

akta.pro rank

Product category

Fresh Greenhouse Tomatoes

NAICS

Other Vegetable (except Potato) and Melon Farming (111219), Vegetable and Melon Farming (1112)

SIC

Agricultural Production-Crops (100), Food And Kindred Products (2000), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Greenhouse Vegetable Production (Tomatoes, Cucumbers, Peppers, Leafy Greens) (AFAGAHAA)

akta.pro secondary industries

Fresh Produce Packaging (IMALAHAE), Fresh Produce Distribution (CRAOABAB)

Keywords

• Greenhouse tomato production
• Fresh tomato growing
• Sustainable horticulture
• High-tech greenhouse farming
• Fairtrade tomato supply

Headquarters

HQ city

Maasdijk

HQ country

Netherlands

HQ region

Europe

Offices12 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Technology or R&D, Marketing or Sales

Revenue model

1. Fresh tomato sales: Primary revenue stream from growing and selling fresh tomatoes to European retailers. Products are sold year-round from Netherlands, France, Morocco, and Tunisia through the Harvest House cooperative.
2. Processed tomato products: Overripe and residual tomatoes are processed into Tomato Blend by Greenblend, a base ingredient for sauces and soups sold to industry and foodservice customers.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Agro Care grows and sells a complete range of fresh tomatoes — snack, cherry, cocktail truss, truss, plum, and beef varieties — from 500+ hectares of high-tech greenhouses across seven countries (Netherlands, France, Morocco, Tunisia, Brazil, Denmark, Sweden). The company produces approximately 100 million kg of tomatoes annually, branded under Tazed (premium) and Cricks (processed), and delivers year-round to European retail chains through the Harvest House cooperative and the Greenpack packaging joint venture.

Product overview

Agro Care Growers operates as a unified platform of tomato cultivation businesses, offering a complete range of tomato varieties produced across multiple countries (Netherlands, France, Tunisia, Morocco, Denmark, Sweden) totaling over 500 hectares. The product portfolio includes branded offerings (Tazed premium tomatoes, Cricks processed products, Desert Joy Fairtrade line) alongside commodity tomato varieties (snack tomatoes, cherry tomatoes, cocktail truss, plum tomatoes, beef tomatoes). Products are sold year-round through partnership with Harvest House cooperative. The company emphasizes consistent quality and flavor through controlled cultivation conditions, with international operations enabling 365-day supply.

Differentiator

Problem solved

Functional benefit

Brands

• Desert Joy: Tunisian tomato cultivation operation located in El Hamma, operating since 2012 on 48 hectares
• Quality Tomato
• Les Maraîchers de Normandie
• Font Verde Agro
• Tazed
• Cricks

Products and services

• Snack Tomatoes (Snoeptomaten) Small, sweet tomatoes suitable for snacking directly, available in red, orange, yellow, and brown varieties. Sold to European retail chains through the Harvest House cooperative as part of the year-round tomato supply.
• Cherry Tomatoes Small round tomatoes including mini cherry truss, cherry plum truss, and yellow cherry varieties. Selected for taste, firmness, and shelf life. Sold to European retail chains year-round.
• Cocktail Truss Tomatoes Cocktail-sized tomatoes on the vine, including standard cocktail truss and cocktail plum truss varieties, with full tomato flavor for various culinary uses. Sold to European retail chains via Harvest House.
• Truss Tomatoes (Trostomaten) Tomatoes sold on the vine, suitable for soups and sandwiches. Produced year-round across Agro Care's geographic production network.
• Plum Tomatoes (Pruimtrostomaten) Elongated plum-shaped tomatoes with a firmer texture than standard tomatoes, versatile for various dishes. Produced year-round and sold to European retail chains.
• Beef Tomatoes (Vleestomaten) Large, meaty tomatoes suitable for special dishes that require a substantial tomato. Grown in France for the French market through Les Maraîchers de Normandie (25 hectares in Brécey, Normandy).
• Tazed Premium Tomatoes Premium branded tomato line positioned as the most flavorful and best-tasting tomatoes in Agro Care's portfolio. Introduced in 2014 as a flagship consumer brand.
• Cricks Tomato Products Assortment of processed tomato-based products made from Tazed tomatoes, including sauces, soups and other tomato products. Introduced in 2014.
• Tomato Blend (via Greenblend) High-quality, all-natural base ingredient for recipes from pizza to pasta, produced by Greenblend from Agro Care's overripe and residual tomato streams. Sold to industry and foodservice buyers via the Harvest House cooperative.

Quantifiable outcome

• 75% less water required per kg of tomatoes compared to traditional growers in Southern Europe and North Africa
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Harvest HousecoreChannel Partner/ Reseller/ DistributorAgro Care is a member of Cooperative Harvest House U.A., one of the largest producer organisations for fruit vegetables in the Netherlands. Harvest House handles all commercial activities including sales, marketing, and distribution of member products to international markets. The cooperative represents growers with a wide range of tomatoes, peppers, and cucumbers, with an increasing portion being organic.
• GreenpackcoreStrategic or Co-development PartnerPackaging company jointly owned by four large growers including Agro Care. One of the initiators of the venture. Processes 100 million kg of tomatoes annually into 250 million packages across 40,000 square meters of facilities in Maasdijk and Poland. Simplifies the labor-intensive packaging process through close cooperation.
• GreenblendcoreStrategic or Co-development PartnerProcesses residual streams from Agro Care into Tomato Blend - a high-quality base ingredient for recipes from pizza to pasta using only natural ingredients. Serves buyers in industry and foodservice. Sales handled through Harvest House.
• NL JobscoreStrategic or Co-development PartnerTemporary employment organisation specialised in greenhouse horticulture. Agro Care is the initiator along with other Westland cultivation companies. Coordinates workers from all European countries for all operational work. Also arranges alternative employment during low seasons by finding work in other sectors like logistics.
• NL RealtycoreStrategic or Co-development PartnerProvides responsible housing for temporary workers from Eastern European countries working in Dutch greenhouses. Works closely with NL Jobs. Has numerous housing options and coordinates all services needed for workers to live hygienically and responsibly near their workplace.
• Axia SeedscoreTechnology or IntegrationPlant breeder working together to develop tomato varieties of tomorrow. New varieties emerge under conditioned circumstances. Only varieties meeting Agro Care's high standards for taste, firmness, and shelf life are cultivated in their greenhouses.
• ECW Energy (Energie Combinatie Wieringermeer)coreStrategic or Co-development PartnerEnergy company involved in the geothermal network used by Agro Care in Wieringermeer. Functions as grid manager, energy producer and trader. Other horticultural locations in the Agriport area are also connected to the network supplying sustainable heat from geothermal sources.
• Food FellowsminorStrategic or Co-development PartnerProcesses overripe tomatoes into sauces and soups, reducing food waste. Creates value from tomatoes that cannot be sold fresh.

Scale indicators7 records

Recent moves15 records

Expansion highlights6 records

Others

• Enza Zaden: Global vegetable seed breeding company headquartered in the Netherlands. Comparable to Agro Care's seed-development partnership (Axia) and serves the same greenhouse horticulture value chain.
• Rijk Zwaan: Dutch vegetable seed breeder focused on greenhouse and open-field varieties including tomatoes. Comparable as a supplier/enabler in the tomato value chain and shares Dutch horticulture DNA with Agro Care.

Direct peers

• Mastronardi Produce: One of North America's largest greenhouse tomato and specialty vegetable producers (Sunset brand), with vertically integrated cultivation and packaging. Closely comparable in greenhouse scale, tomato focus, and retailer-direct distribution model.
• NatureSweet: Premium greenhouse tomato producer (Cherubs, Glorys brands) serving major North American retailers. Comparable to Agro Care in branded tomato focus, premium positioning, and ESG/Fair-Trade-like certifications.
• Prominent Tomatoes: Dutch cooperative of leading tomato growers, also supplying European retailers year-round. Closely comparable to Agro Care in Dutch greenhouse tomato cultivation, retailer-direct sales model, and sustainability positioning.
• Windset Farms: One of North America's largest family-owned greenhouse growers of tomatoes, cucumbers, peppers, and lettuce. Comparable in high-tech greenhouse scale, sustainable growing practices, and direct retailer supply.

Broad incumbents

• Greenyard: Belgian-headquartered global market leader in fresh, frozen, and prepared fruit and vegetables with direct retailer supply relationships across Europe. Comparable in fresh-produce B2B distribution and European retail customer base.
• Bonduelle: Global leader in processed vegetables (canned, frozen, fresh) with a strong retail brand portfolio. Comparable as a large-scale European vegetable producer with value-added processing similar to Agro Care's Greenblend/Cricks operations.
• Total Produce / Dole plc: Global fresh produce company (post Dole merger) with broad fruit and vegetable distribution across Europe and North America. Comparable in scale of European retail supply and category breadth beyond tomatoes.

Emerging players

• SVZ International: Supplier of fruit and vegetable ingredients (purees, concentrates) to food and beverage manufacturers. Comparable to Agro Care's Greenblend subsidiary in processing residual/surplus tomato streams into industrial ingredients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCLhAGrlxPQgW84JT7LMy7Yg
• Facebookfacebook.com/agrocarenl
• Instagraminstagram.com/agrocare.nl
• Xx.com/AgroCare

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Agro Care