Dummen Orange

What Dummen Orange does

Dümmen Orange is a Netherlands-headquartered, privately held ornamental plant breeding and propagation company founded in 1963, operating globally across North America, Latin America, Asia Pacific, and Europe/Middle-East/Africa with regional sales offices, a North America headquarters in Columbus Ohio, and 5,001-10,000 employees. The company breeds and propagates flower and plant varieties across six primary categories (Annuals, Perennials, Pot Plants, Cut Flowers, Flower Bulbs, and the Welcome to the Jungle tropical collection) and licenses/sells these genetics and cuttings to commercial growers, retailers, and florists as a B2B supplier. Core technology assets include the proprietary INTRINSA® breeding and propagation platform, the Basewell™ advanced propagation system, and the OnTarget mobile application for crop performance and growing guidance.

The business operates a regional direct-sales model through dedicated websites per geography (na.dummenorange.com, latam.dummenorange.com, apac.dummenorange.com, emea.dummenorange.com), supported by printed and digital catalogs, an online product availability platform, retail POS materials, and participation in industry trial events such as CAST, Dianthus Week (Colombia), and Summer Trial Season. Pricing is not publicly disclosed and is quote-based for commercial buyers. In May 2026 the company signed an agreement with Syngenta Flowers to form a joint venture combining Dümmen Orange's cut flower leadership with Syngenta's seed varieties, annual, perennial, and potted plant portfolios, with Syngenta retaining a significant economic interest; the transaction is subject to regulatory approvals. The company previously acquired Hobaho in September 2016 to strengthen cut flower and bulb supply chains. Pricing models, financials, and customer-specific revenue concentration are not publicly disclosed.

Name

Dummen Orange

Legal name

Dümmen Orange

Website

https://dummenorange.com

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Dümmen Orange is a Netherlands-founded, privately held global ornamental plant breeder and propagator that breeds flower and plant varieties and sells cuttings and genetics to commercial growers, retailers, and florists across six product categories, supported by proprietary INTRINSA® and Basewell™ platforms.

Ownership category

akta.pro rank

Headquarters

HQ city

De Lier

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Ornamental Plant and Seed Sales: Revenue generated from breeding, propagating, and selling ornamental plants including annuals, perennials, pot plants, cut flowers, and flower bulbs. The joint venture with Syngenta will integrate complementary portfolios.
2. Joint Venture with Syngenta Flowers: Strategic joint venture combining Dümmen Orange's cut flower expertise with Syngenta's leadership in seed varieties, annual, perennial, and potted plants. Syngenta maintains significant economic interest in combined entity.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Dümmen Orange develops and breeds ornamental flower and plant varieties with improved characteristics and propagates them as cuttings, young plants, seeds, and bulbs for commercial sale. Its product portfolio spans annuals, perennials, pot plants, cut flowers, flower bulbs, and a tropical 'Welcome to the Jungle' collection, which are distributed through regional operations to growers and retail/florist channels worldwide.

Product overview

Dümmen Orange is a global leader in ornamental plant breeding and propagation, offering a diverse portfolio organized across six main product categories: Annuals, Perennials, Pot Plants, Cut Flowers, Flower Bulbs, and the Welcome to the Jungle tropical collection. The company supports its product lines with proprietary technology platforms including INTRINSA® for breeding innovation, Basewell™ for propagation technology, and the OnTarget mobile application for crop performance tracking. Products are distributed through regional operations across North America, Latin America, Asia Pacific, and Europe/Middle-East/Africa.

Differentiator

Problem solved

Functional benefit

Brands

• INTRINSA®: Technology platform
• Basewell™
• OnTarget app
• Welcome to the Jungle

Products and services

• Annuals Annual flowering plant varieties bred for seasonal color and landscaping applications, sold to commercial growers and retail/florist channels.
• Perennials Perennial plant varieties bred to return year after year, providing sustained garden color and foliage for growers and retailers.
• Pot Plants Potted flowering and foliage plant varieties for indoor and outdoor container gardening, sold to commercial growers and retail outlets.
• Welcome to the Jungle Tropical and exotic plant collection featuring foliage-heavy varieties for indoor and outdoor use.
• Cut Flowers Fresh cut flower varieties bred and propagated for floristry, events, and retail applications.
• Flower Bulbs Bulb-based flowering plant varieties including tulips, lilies, and other bulb crops for commercial growers.
• INTRINSA® Proprietary technology platform for ornamental plant breeding and propagation innovation, used in the development of Dümmen Orange's commercial varieties.
• Basewell™ Advanced propagation technology providing efficient plant multiplication for commercial growers, referenced in Dümmen Orange's growing guides.
• OnTarget App Mobile application for tracking and optimizing plant growth and crop performance, offered to growers as part of Dümmen Orange's tools portfolio.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered flagship and core.

• Syngenta FlowersflagshipStrategic or Co-development Partner · 20 May 2026Strategic joint venture to divest Syngenta's Flowers business into a new entity combining two global ornamental breeding leaders. The joint venture integrates Dümmen Orange's cut flower expertise with Syngenta's leadership in seed varieties, annual, perennial, and potted plants. Both boards have approved the deal subject to regulatory approvals, with Syngenta maintaining significant economic interest in the combined entity.
• Dianthus Land ColombiacoreStrategic or Co-development Partner · 9 March 2026Dümmen Orange participates as a breeder in Dianthus Week 2026, a five-day event across Colombia's Bogotá Savannah region, showcasing latest Dianthus varieties to international buyers. Other participating breeders include BreierCross, HilverdaFlorist Colombia, Propagar Plantas, Santamaria, SB Talee, and Selecta One.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Sakata Seed Corporation:
• Ball Horticultural Company: Large US-based horticulture company breeding and distributing ornamentals through PanAmerican Seed and other subsidiaries. A broad incumbent offering overlapping genetics across seed and vegetative categories to similar commercial customers.

Direct peers

• Syngenta Flowers: Syngenta's ornamental flowers division is Dümmen Orange's JV partner but historically a direct competitor in seed-raised annuals, perennials, and potted plants. The two operate overlapping breeding pipelines targeting the same commercial grower base.
• Selecta One: German-based ornamental breeder competing in annuals, perennials, and pot plants. Featured alongside Dümmen Orange at industry events like Dianthus Week, serving the same commercial growers and retail channels.
• HilverdaFlorist: Dutch breeder and propagator specializing in cut flowers, pot plants, and floral varieties. Direct competitor with Colombian operations targeting the same floriculture export markets as Dümmen Orange.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/duemmenorange

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Dummen Orange