Dutch Flower Group B.V.

Name

Dutch Flower Group B.V.

Legal name

Dutch Flower Group B.V.

Website

https://dfg.nl

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Headquarters

HQ city

De Kwakel

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale flower and plant trading: DFG generates revenue through trading flowers, bouquets, plants, and decorative cut foliage to importing wholesalers, multiple retailers, and e-tailers. The company operates as a wholesale trader in the international floriculture supply chain.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Dutch Flower Group is a B2B wholesale trading company operating through a family of more than 30 specialized subsidiaries that source, trade and supply cut flowers, bouquets, plants and decorative cut foliage. It serves importing wholesalers (florist supply), multiple retailers (supermarket chains, DIY stores, garden centres) and online/e-tailers across Europe, with global sourcing operations in Africa, South America and beyond. The group also develops proprietary branded flower varieties such as Astronova® and Charmelia® and operates bouquet production facilities in Kenya (PASA).

Product overview

Dutch Flower Group (DFG) is the world's largest international trading company in flowers, bouquets, plants, and decorative cut foliage. The company operates as a platform comprising more than 30 specialized subsidiary trading companies—including Adomex (cut/decorative foliage), Coloríginz (exclusive flowers), Hamiplant (plants), Heemskerk Flowers (cut flowers and plants), JZ Flowers, The Floral Connection (retail supplier), SuperFlora (UK retail), Van Dijk Flora, Waterdrinker, and others. These companies collectively serve the entire floriculture chain through importing wholesalers, multiple retailers (supermarkets, DIY stores, garden centres), and online/e-tailers. DFG also provides supplementary services including the IMPACT2030 sustainability strategy and Dutch Flower Foundation charitable programs. The group achieves approximately €2.3 billion in turnover and employs over 5,000 people.

Differentiator

Problem solved

Functional benefit

Brands

• Astronova®: A unique cut flower variety developed through partnership with Royal Van Zanten and Together2Grow, featuring 14-day flowering period and special shape with rich colors
• Charmelia®
• IMPACT2030
• Dutch Flower Foundation
• Packed At Source Africa (PASA)
• Hillenraad Long Term Leadership Award
• Dutch Flower Awards

Products and services

• Dutch Flower Group (DFG) Trading Platform Core B2B trading platform of more than 30 specialized companies supplying flowers, bouquets, plants and decorative cut foliage to importing wholesalers, multiple retailers and online/e-tailers.
• Adomex Specialist in cut and decorative foliage (snijgroen) including Salal, Aspidistra and Ledervaren, sourcing from over 50 countries with sales offices at all flower auctions and own sourcing companies in the US and Italy.
• Alland Lilies Specialized trading company within the DFG family focusing on lilies for the international floriculture market.
• Barendsen Cut flower trading company within the DFG family serving the floriculture market.
• Coloríginz Platform for new and exclusive flowers from around the world, specializing in distinctive varieties and sustainable grower relationships; operates with sister company Hamiplant.
• DFG Africa DFG subsidiary focused on African floriculture operations, including the Packed At Source Africa (PASA) bouquet production facility in Kenya.
• Hamiplant Plant specialist serving supermarkets, DIY stores, garden centres and wholesalers across Europe.
• Heemskerk Flowers One of the largest traders of fresh cut flowers, house plants and outdoor plants in international floriculture; delivers to individual store locations for florists and wholesalers within and outside Europe.
• Herburg Roses Rose specialist trading company within the DFG family, including rose cultivation in Kenya.
• SuperFlora Trading company serving UK retail with operations in both the Netherlands and UK (Newport), supplying flowers, bouquets and plants to supermarket chains.
• The Floral Connection (TFC) Supplies flowers, bouquets and plants to retail customers, primarily European supermarket chains, from one of Europe's largest production facilities in Aalsmeer.
• Waterdrinker Wholesale flower distribution company within the DFG family serving the floriculture market.
• Astronova® cut flower variety Proprietary branded cut flower variety with a 14-day vase life and unique shape with rich colors, developed through co-breeding with Royal Van Zanten and Together2Grow and marketed by Coloríginz.
• Charmelia® Alstroemeria variety Trademarked branded Alstroemeria (cut flower) variety previously introduced successfully through the same partnership as Astronova®.

Quantifiable outcome

• 80-90% CO2-eq emission reduction through sea freight vs air transport
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• Science Based Targets initiative (SBTi)coreOthers · 25 March 2025International climate organization validating DFG's science-based climate targets including scope 3 emissions. DFG is first trade company in floriculture sector to receive this validation.
• Nini Flowers / Nini Herburg RosescoreStrategic or Co-development Partner · 20 March 2025Kenia flower grower providing fully conditioned supply chain from farm to customer. Fronthunner in sustainability with certifications including Fairtrade, GLOBALG.A.P., MPS, and KFC. DFG participates since January 2023.
• MaerskminorStrategic or Co-development Partner · 20 March 2025Shipping line and integrated logistics provider for flower transport. Partnered in trial shipment of first cooled container flowers by rail in Kenya for Cool Logistics Corridor development.
• Kenya Railways CorporationminorStrategic or Co-development Partner · 20 March 2025Rail operator in Kenya involved in development of Cool Logistics Corridor for sustainable transport of fresh produce to Mombasa port.
• Kenya Ports AuthorityminorStrategic or Co-development Partner · 20 March 2025Terminal operator in Kenya partnering in sustainable logistics corridor development for flower transport from Naivasha ICD to Port of Rotterdam.
• Royal Van ZantencoreStrategic or Co-development Partner · 3 December 2024Partnership for development and market introduction of Astronova® cut flower. Royal Van Zanten served as breeder with nearly 10 years of preparatory breeding process. The flower has unique appearance with 14-day vase life.
• Together2GrowcoreStrategic or Co-development Partner · 3 December 2024Leading grower partner in Astronova® introduction bringing expertise in cultivating Alstroemeria and Charmelia varieties. Selected only finest quality stems for the introduction and committed to sustainable production.
• Honey HighwayminorStrategic or Co-development Partner · 11 June 2024Biodiversity initiative partner for Bijenpark Aalsmeer project. Created 4,500 m2 wildflower meadow at DFG's VBA Zuid location to provide food for wild bees, insects and birds.

Scale indicators5 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Florensis: Leading European breeder and producer of young plants, bedding plants, and potted plants supplying growers and retailers. Comparable to DFG's plant-side operations (Hamiplant, OZ Planten) though operating more upstream in breeding/production.
• Dümmen Orange: Global leader in floricultural breeding and propagation of cut flowers, potted plants, and bedding plants. Comparable to DFG as a major player in the floriculture value chain, though focused on genetics/breeding rather than trading.
• Syngenta Flowers: Global flower seed and breeding business (part of Syngenta Group) supplying growers with proprietary flower varieties. Comparable to DFG's genetics partnerships though positioned upstream in breeding rather than wholesale trading.

Direct peers

• Marginpar: Specialty cut flower wholesaler focused on exclusive and distinctive flower varieties from African and European growers. Comparable to DFG's Coloríginz subsidiary in the specialty/exclusive cut flower segment.
• Royal FloraHolland: World's largest flower auction based in Aalsmeer, Netherlands, connecting global growers with buyers through a cooperative marketplace. Directly comparable as a major Dutch floriculture trading platform operating at similar scale, though structured as a cooperative auction rather than DFG's family of subsidiaries.
• Van Vliet Flower Group: Dutch-based international flower export specialist sourcing from growers worldwide and supplying wholesalers and retailers across Europe. Comparable as a flower export trader with similar sourcing model and European customer base to DFG.
• FleuraMetz: Large international wholesale trader of cut flowers and plants serving florists, supermarkets, and e-tailers across Europe. Closely comparable to DFG in business model, customer base, and European wholesale floriculture distribution.
• Bloomways: European wholesale flower distributor serving supermarket chains and retail florists with fresh cut flowers and bouquets. Comparable to DFG's The Floral Connection in serving multiple retailer channels across Europe.
• Hilverda De Boer: International wholesale distributor of cut flowers, plants, and floral accessories supplying importers, supermarkets, and florists globally. Directly comparable to DFG's cut flower trading subsidiaries like Barendsen and Heemskerk Flowers.

Regional players

• The Sun Valley Group: Largest cut flower grower and wholesaler in North America, supplying supermarkets and wholesalers across the U.S. and Canada. Comparable to DFG in vertical integration of growing and wholesale distribution, but operates in North America rather than Europe.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@dutchflowergroup
• LinkedInlinkedin.com/company/dutch-flower-group-b-v-

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries23 records

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 Dutch Flower Group B.V.