Ellepot

What Ellepot does

Ellepot A/S is a Danish company founded in 1989 and headquartered in Esbjerg, Denmark, that designs, manufactures, and globally distributes an integrated propagation system for the horticulture industry. The core offering combines proprietary fully-automatic and semi-automatic propagation machines (FlexAIR, FlexAIR 2.0, EPM Large Tower, H-series, Ellebag, and the patent-pending Sleeve System) with FSC-certified degradable propagation papers in multiple controlled degradation windows (4–6 weeks through 12+ months), specialized Air Trays for root air-pruning, and integrated substrate handling, seeding, irrigation, and conveyor equipment. Together, the system replaces single-use plastic pots and bags with biodegradable paper alternatives across forestry, pot & bedding, vegetables, fruits & nuts, hydroponics/indoor farming, and landscape applications. The company has accumulated patent-pending technologies (Wire Cutter for peat-free substrates, Sleeve System with 70,000 seeds/hour precision seeding), independent certifications (FSC, OK biobased by TÜV Austria, FiBL listed in five European countries, Soil Association approval in the UK), and an AAA Dun & Bradstreet credit rating placing it in the top 2% of Danish companies.

Ellepot monetizes through a hybrid model: one-time capital equipment sales of machines (with leasing, rental, and premium used options available), recurring consumable revenue from paper rolls and trays (reorderable via QR code through the Ellepot Live app), spare parts, and worldwide service contracts. Go-to-market combines direct enterprise field sales teams organized by geographic region (Europe/MENA, DACH/North America, Latin America, Asia-Pacific/Africa) with a worldwide channel partner and distributor network spanning 17+ countries across Europe, the Americas, Asia-Pacific, Africa, and the Middle East, supported by a wholly-owned South African entity. Named enterprise customers include Sappi, Suzano, Stora Enso/Montes del Plata, Forestal Arauco, Agromillora, Knox Nursery, Hishtil, Dalat Hasfarm, Senhe, Nordic Greens, Lambhagi, Green Coffee Company, and Sierra Gold Nurseries. The company employs 51–100 people and is privately held with no external funding rounds disclosed.

Name

Ellepot

Legal name

Ellepot A/S

Website

https://ellepot.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

Ellepot A/S, founded in 1989 in Esbjerg, Denmark, manufactures integrated propagation systems — machines, FSC-certified degradable paper pots, air-pruning trays, and consumables — that replace plastic pots across forestry, horticulture, vegetables, fruits, and hydroponics for global nursery and greenhouse operators.

Ownership category

akta.pro rank

Product category

Horticulture Propagation Equipment

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Plant Propagation & Nursery CEA Equipment (Germination Rooms, Tissue Culture Support) (AFAAAHAJ)

akta.pro secondary industry

Nursery & Greenhouse Seeding/Transplanting Equipment (Seeders, Plug Transplanters) (AFAAABAE)

Keywords

• Plant propagation systems
• Horticulture machinery
• Degradable paper pots
• Nursery automation equipment
• Greenhouse propagation supplies

Headquarters

HQ city

Esbjerg

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Propagation Machines and Equipment: Ellepot manufactures and sells fully-automatic and semi-automatic propagation machines (FlexAIR, FlexAIR 2.0, EPM Large Tower, H202, H112, H300-series, Ellebag) along with customization equipment. Machines are sold as capital equipment with options for leasing or rental, and premium used machines are also available.
2. Propagation Papers: Recurring sale of specialized degradable propagation papers sold in rolls, available in multiple degradation times (4-6 weeks through 12+ months) for different crop types including Forestry 6-9, Fruit Trees 8-12, Fruit Trees 12+, Universal 6-9, Organic 2.0, Veggie 12+, Landscape 3-5, Landscape 6-9, Global 10+, and VP 12+. Customers reorder via the Ellepot Live app by scanning QR codes.
3. Spare Parts and Consumables: Day-to-day worldwide shipment of original spare parts for all Ellepot machines, including machine accessories, water units, servo knives, touchscreens, and seeder components. Consumable products include trays and propagation accessories.
4. Service and Maintenance: Worldwide service support including online support, on-site service technician visits, and maintenance checks. Ellepot Live app provides remote diagnostics and digital troubleshooting assistance, with a global network of authorized service engineers and local partners.
5. Trays: Sale of specially developed Ellepot trays (Air Trays and standard trays) in various cell counts and sizes designed to provide optimal air circulation and drainage. Includes trays for forestry, fruit trees, vegetables, pot & bedding, and landscape applications.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Ellepot develops, manufactures, and sells an integrated plant propagation system for commercial horticulture. Its core offering combines specialized propagation machines (fully automatic and semi-automatic), degradable FSC-certified propagation papers with controlled degradation timelines, and air-pruning trays, sold together with worldwide service, spare parts, and the Ellepot Live digital production management application to replace plastic pots and bags in forestry, pot & bedding, vegetable, fruit tree, and hydroponic nursery operations.

Product overview

Ellepot offers an integrated propagation system consisting of specialized machines and propagation trays, and specially developed degradable paper for paper pots. The product portfolio includes fully automatic machines (FlexAIR, FlexAIR 2.0, EPM Large Tower, Ellepot Sleeve System), semi-automatic machines (H112, H202, H300-series), various Ellepot Paper grades with different decomposition times, specialized trays (AIR trays, propagation trays), the Ellepot Live digital production management app, Ellebag grow bags, and membrane products (Membrane Bio, PlantPaper U1). The system is complemented by worldwide service, spare parts, and customization equipment. The Ellepot Propagation System eliminates plastic pots and bags in propagation while delivering faster rooting, reduced propagation time, and improved plant quality across crop segments including forestry, pot & bedding, vegetables, fruits & nuts, and hydroponics.

Differentiator

Problem solved

Functional benefit

Brands

• Ellepot Live: Intelligent production management app for monitoring machine performance, ordering spare parts, and digital troubleshooting assistance.
• FlexAIR
• Ellebag
• FlexAIR 2.0
• Ellepot Sleeve System

Products and services

• Ellepot Machines Reliable propagation machines that create degradable paper pots filled with growing media. Includes fully automatic machines (FlexAIR, FlexAIR 2.0, EPM Large Tower) and semi-automatic machines (H112, H202, H300-series), sold as capital equipment to commercial nurseries and greenhouse operations worldwide.
• Ellepot Paper Environmentally friendly, degradable FSC-certified paper for paper pots. Available in multiple grades with different decomposition timelines from 4–6 weeks (Organic 2.0) through 12+ months (Fruit Trees 12+) tailored to forestry, pot & bedding, vegetable, fruit tree, landscape, and organic production applications.
• Ellepot Trays Specially developed Ellepot trays designed to provide optimal air circulation and drainage, including AIR trays for jumbo Ellepots, propagation trays for pot & bedding, and specialty trays for vegetables and forestry. Air-pruning trays prevent root circling and girdling for healthier root development.
• Ellebag Degradable grow bag system for larger pot sizes (Ø50–150mm), providing an alternative solution to plastic bag and bareroot propagation. Designed for fruit tree, landscape, and larger forestry propagation applications.
• Ellepot Sleeve System Patent-pending automated line for hydroponic propagation with hands-free cultivation and a precision seeding system capable of up to 70,000 seeds per hour. Produces degradable paper sleeves customized to specific production needs with adjustable seeding distance between 15–100 mm. Targets indoor farming and hydroponic lettuce producers.
• Ellepot FlexAIR 2.0 Fully automatic next-generation machine producing pots with high air content for softer pots and optimized conditions for strong, natural, and fibrous root growth. Features Wire Cutter Technology enabling clean, consistent cuts across peat-free growing media such as wood fibers and cocos.
• Ellepot Live App Intelligent production management application providing real-time updates on production data, easy calculation and ordering of materials, one-click spare parts ordering for preventive maintenance, and digital troubleshooting assistance for Ellepot machines installed at customer sites.
• Membrane Bio 100% bio-based propagation membrane made from plants. Decomposes in less than 6 months in commercial facility and 12+ months in nature, serving as a sustainable alternative for propagation applications.
• PlantPaper U1 100% certified bio-based membrane for plant propagation, designed as a sustainable propagation input complementing Ellepot's integrated system of machines, papers, and trays.
• Global Service & Spare Parts Worldwide service support for Ellepot machines including online support, on-site service technician visits, scheduled maintenance checks, original spare parts shipment, and customer care support. Delivered through a global network of authorized service engineers, the Ellepot Live digital platform, and regional channel partners across all major horticulture markets.

Quantifiable outcome

• Up to 40% faster propagation time (e.g., coffee from 8 to 5 months)
• +10 more outcomes

Named customers35 records

Segments7 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

18 partnerships are on record, tiered core and flagship.

• Helle OYcoreChannel Partner/ Reseller/ DistributorRegional Ellepot partner for Finland. Located at Rengaskuja 3, 21410 Vanhalinna, Finland. Handles local sales, service, and spare parts distribution for the Finnish market.
• Trendpack, ItalycoreChannel Partner/ Reseller/ DistributorRegional Ellepot partner for Italy. Located at Corso Giacomo Matteotti, 19, 25122 Brescia BS, Italy. Contact Valentina handles sales with multiple email contacts.
• Ceres International Sp. Z O.O., PolandcoreChannel Partner/ Reseller/ DistributorRegional Ellepot partner for Poland. Located at UL. POLNA 29, 62-310 Pyzdry, Poland. Handles local distribution and support for Polish market.
• SIRO, PortugalcoreChannel Partner/ Reseller/ DistributorRegional Ellepot partner for Portugal. Located at Zona Industrial de Mira, Polo 1, Lote 39, 3070-337 Mira, Portugal. Provides technical support for Portuguese market.
• Proptec, AustraliacoreChannel Partner/ Reseller/ DistributorRegional Ellepot partner for Australia. Located at Redlands Business Park, 20 Jardine Drive, Redland Bay QLD 4165, Australia. Handles sales and support for Australian market.
• Grass Blades Pvt. Ltd., IndiacoreChannel Partner/ Reseller/ DistributorRegional Ellepot partner for India. Located at Unit No. B51, Ground Floor, Building-B, Silver Springs, Plot No. G-6, Taloja MIDC Industrial Area, Navade, Panvel - 410 208, India.
• Massgro, IndonesiacoreChannel Partner/ Reseller/ DistributorRegional Ellepot partner for Indonesia. Located at Green Lake City Blvd., Rukan Crown blok J/35, Cipondoh, Tangerang - 15147, Indonesia.
• Advanced Hort, New ZealandcoreChannel Partner/ Reseller/ DistributorRegional Ellepot partner for New Zealand. Located at 47B Taurikura Drive, Tauriko 3110, New Zealand. Handles local sales and support.
• Sungro Horticulture, South KoreacoreChannel Partner/ Reseller/ DistributorRegional Ellepot partner for South Korea. Located at 613, Iryeong-ro, Jangheung-myeon, Yangju-si, Gyeonggi-do, South Korea, 11524.
• The Blackmore Company, USAcoreChannel Partner/ Reseller/ DistributorRegional Ellepot partner for USA. Located at 10800 Blackmore Avenue, Belleville, MI 48111, USA.
• Plantec, ChilecoreChannel Partner/ Reseller/ DistributorRegional Ellepot partner for Chile. Located at Amapolas 1290 of 408 Providencia, Chile. Handles sales and support for Chilean market.
• Ellepot Colombia (Jhon Fredy Garcia Hincapie)coreChannel Partner/ Reseller/ DistributorRegional Ellepot partner for Colombia. Located at Calle 11A No. 31A - 89 Oficina 602 Edificio Bosko, Medellin, Colombia.
• SWECA, GuatemalacoreChannel Partner/ Reseller/ DistributorRegional Ellepot partner for Guatemala. Located at 30 Calle 18-18 Zona 12, Colonia Santa Rosa II, Guatemala, Centro America.
• Becamo, HondurascoreChannel Partner/ Reseller/ DistributorRegional Ellepot partner for Honduras. Located at Union de Exportadores de Cafe de Honduras, San Pedro Sula, Department of Cortes, Honduras.
• Maridadi Flowers - Jack Kneppers / Biocropcare, KenyacoreChannel Partner/ Reseller/ DistributorRegional Ellepot partner for Kenya. Located at P.O. box 1800, Naivasha, Kenya. Handles local sales and support for Kenyan market.
• Ellepot South AfricacoreChannel Partner/ Reseller/ DistributorRegional Ellepot partner for South Africa. Located at District Road D527 (Off R612), Ixopo, 3276, KwaZulu-Natal, South Africa. Manages the South African market.
• Agrikal Tarim Ve Sanayi Mineralleri Ltd. Sti, TurkeycoreChannel Partner/ Reseller/ DistributorRegional Ellepot partner for Turkey. Located at Yukarikocayatak Mah. Poyrazli Kumesi No: 25-2/1-2 Serik Antalya, Turkey.
• Nordic GreensflagshipStrategic or Co-development PartnerDanish indoor farming operation using the Ellepot Sleeve System. Nordic Greens and Ellepot collaborated to develop and refine the patent-pending Sleeve System for hydroponic lettuce production, achieving 20% higher output per square meter and 40% peat reduction. This collaboration has produced innovations in automated seeding through harvest production lines.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Visser Horti Systems: Dutch manufacturer specializing in automated transplanting, dibbling, and tray-handling equipment for greenhouse horticulture. Direct competitor in plug transplanting and propagation automation, overlapping most closely with Ellepot's machines portfolio.
• Bouldin & Lawson: US-based manufacturer of nursery and greenhouse equipment including potting machines, conveyors, and container handling systems. Direct peer in propagation and nursery automation with similar end customers to Ellepot in North America.
• Flier Systems: Dutch supplier of greenhouse automation equipment including transplanters, sorting machines, and tray-handling systems. Direct peer in propagation and post-propagation automation, often appearing alongside Ellepot at European horticulture trade shows.
• Conic System: Spanish manufacturer of paper pot propagation systems including machines, degradable papers, and trays. The most direct head-to-head competitor to Ellepot's paper pot propagation technology, addressing the same European nursery and greenhouse segments.
• Jiffy Group: Global manufacturer of growing media, preforma pots (Jiffy Pots), and propagation products. Closest substitute on the consumables side and increasingly moving into peat-free substrates that compete with Ellepot Paper; both target horticulture and forestry propagation.
• AgriNomix: North American supplier of horticultural equipment including potting machines, soil mixing, and container-handling systems for nurseries and greenhouses. Direct peer for nursery automation in the US market, where Ellepot also distributes through The Blackmore Company.
• TTA (Trans-Tec Automation): Dutch manufacturer of automated transplanting, seeding, sorting, and handling equipment for horticulture. Closest direct competitor in high-volume propagation automation; targets overlapping nursery and greenhouse customers in Europe and beyond.
• Quick Plug (a division of Jiffy) / Quick Plug standalone: Manufacturer of preforma growing media and propagation products including plugs, blocks, and trays used in greenhouse and nursery propagation. Direct peer for propagation inputs that serve overlapping customer use cases to Ellepot's paper pot and tray systems.

Broad incumbents

• Priva: Dutch technology incumbent providing climate, process, and labor management solutions across horticulture. Larger and broader than Ellepot; overlaps through greenhouse digitalization features (similar to Ellepot Live) and operates in the same enterprise nursery accounts.
• Klasmann-Deilmann: Global supplier of growing media including peat, peat-free, and coir substrates. Adjacent incumbent whose substrates are loaded into Ellepot machines — both a partner-and-substitute depending on substrate (peat vs peat-free wood fiber) and a potential competitive threat as it expands into peat-free substrate systems.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@ellepot
• LinkedInlinkedin.com/company/ellepot-a-s

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Ellepot