Jiffy

Name

Jiffy

Legal name

Jiffy Group

Website

https://jiffygroup.com

Company type

Private

Founded year

1943

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Zwijndrecht

HQ country

Netherlands

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Growing Media Products: Jiffy generates revenue primarily through the sale of growing media products (pots, pellets, growbags, growblocks, substrates, plugs) to professional growers, nurseries, and horticulture businesses worldwide. Products are sold as standardized and custom-configured solutions in B2B volumes.
2. Custom/Tailor-Made Substrate Solutions: Jiffy offers bespoke substrate formulations and consulting services for specific crop and customer requirements, providing an upsell and differentiation pathway beyond standard product catalog.
3. Botanian (Home Gardening Brand): Jiffy operates the Botanian brand targeting home gardeners with consumer-packaged growing media products (Grow Pellets, Greenhouse kits, Quick Soil Mix, Grow Pots) sold through retail channels. This represents a direct-to-consumer extension of the core B2B model.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Jiffy Group manufactures and sells sustainable growing media and plant propagation solutions for professional horticulture worldwide. The product portfolio includes coir-based growbags and growblocks, biodegradable plant pots (peat-based and peat-free sphagnum moss), compressed propagation pellets, specialized Preforma plugs, customized substrate mixes, and the new Jiffy Gel biodegradable substrate for controlled environment agriculture. Through its Botanian sub-brand, Jiffy also offers consumer-grade growing media products for home gardeners.

Product overview

Jiffy Group offers a broad portfolio of sustainable plant growing solutions for professional horticulture. The core offering consists of growing media products: Jiffy Growbags (coir-filled cultivation bags), Jiffy Growblocks (compressed coir blocks), Jiffy Pots (biodegradable plant pots, now available in peat-free sphagnum moss), Jiffy Pellets (compressed propagation pellets with biodegradable netting), Jiffy Preforma (specialized plant plugs for propagation), Jiffy Substrates (custom growing media mixes), and Jiffy Gel (biodegradable gel substrate for CEA). The company also offers a peat-free product line and a home gardening sub-brand called Botanian. Products serve commercial growers in vegetables, herbs, bedding plants, nuts, fruits, forestry, cut flowers, nursery stock, house plants, and perennials across greenhouse, hydroponic, vertical farming, and nursery applications. Jiffy positions itself as a solution-driven partner offering tailored growing media for specific crops, processes, and business sizes.

Differentiator

Problem solved

Functional benefit

Brands

• Botanian: Jiffy's new home gardening brand launched in 2023, offering professional-grade growing media for home gardeners with focus on sustainability and convenience. Products include Grow Pellets, Greenhouse kits, Quick Soil Mix, and Grow Pots, all made from renewable sphagnum moss and coconut coir. Target audience is Millennials.
• Jiffy Essence
• Jiffy Finesse
• Jiffy Gel

Products and services

• Jiffy Growbags Coir-filled growbags used for plant cultivation in greenhouse and hydroponic systems, available in standard Jiffy Essence and premium Jiffy Finesse variants made from 100% coconut coir. Designed for professional growers of tomatoes, sweet peppers, soft fruit, hemp, and cut flowers.
• Jiffy Growblocks Compressed coir blocks used as growing medium for plant propagation and cultivation. Designed to pair with Jiffy Growbags to minimize transplant shock.
• Jiffy Pots Biodegradable plant pots historically made from peat and now also available in peat-free sphagnum moss variant. Designed for transplanting directly into soil without removing the pot. Cradle-to-Cradle Gold certified.
• Jiffy Pellets Compressed growing medium pellets that expand when watered, used for seed starting and plant propagation. Available with PLA biodegradable netting to reduce fossil plastic consumption.
• Jiffy Preforma Specialized plant plugs for professional propagation, available in various sizes for seeds, cuttings, and different crop types. Designed for automated and manual growing operations.
• Jiffy Substrates Range of growing media mixes including peat-reduced, peat-free, and certified organic variants. Over 30 mix types designed for different crops and growing conditions.
• Jiffy Gel Biodegradable gel-based substrate designed for controlled environment agriculture (CEA), indoor farming, and vertical farming applications. Made from renewable materials and supports soilless cultivation.
• Botanian Home Gardening Brand Home gardening sub-brand offering professional-grade peat-free propagation products for home gardeners, including Grow Pellets, Greenhouse Kits, Quick Soil Mix, and Grow Pots made from renewable sphagnum moss and coconut coir.
• Peat-Free Jiffy Pot (Sphagnum Moss) Peat-free and plastic-free plant pot made from sphagnum moss fiber with CO2 footprint eight times lower than peat-based pots. Compostable, suitable for hydroponics, young plants, trees, herbs, vegetables, soft fruit, and grapes.

Quantifiable outcome

• Water savings up to 90% with Jiffy Growbags compared to traditional growing methods
• +6 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• GrowFoamcoreStrategic or Co-development Partner · 14 October 2021Jiffy Group and GrowFoam announced a strategic collaboration in October 2021 at Greentech 2021 in Amsterdam. Jiffy became Growfoam's exclusive distributing partner for the Middle East and Asia markets. The partnership expands Jiffy's product portfolio with Growfoam's biodegradable, clean, and sustainable substrate for indoor agriculture and hydroponic applications. Both companies retain an open scope for future expansion of the partnership into new markets, segments, and products.
• MillvisioncoreStrategic or Co-development PartnerMillvision (paper development company) partnered with Jiffy and VARTA on open innovation to develop the peat-free Jiffy Pot made from sphagnum moss fiber. Millvision contributed its expertise in fiber processing and paper/pulp manufacturing technologies to create a compostable, durable plant pot. The three-way collaboration screened 30 renewable fiber candidates down to three, with sphagnum moss ultimately selected as the winning material. The resulting product has a CO2 footprint eight times lower than peat-based pots.
• VARTA (Valorisatielab)coreStrategic or Co-development PartnerVARTA (horticultural research center and sister company to Baytree nursery) partnered with Jiffy and Millvision in an open innovation project to develop the peat-free Jiffy Pot. VARTA contributed practical horticultural expertise, testing each candidate fiber's performance in nursery conditions, assessing fungal interactions, degradation rates, and plant growth outcomes. Sphagnum moss outperformed kokos and bark in all trials, confirming the material's suitability for professional horticulture.
• Responsibly Produced Peat (RPP)supportingOthersJiffy collaborates with the Responsibly Produced Peat (RPP) certification scheme to certify its peat products. RPP ensures that Jiffy's European peat fields are managed and restored responsibly, with full environmental impact assessments. The RPP chain of custody certification covers products from four Jiffy production locations in Denmark, Norway, the Netherlands, and Estonia.
• VeriflorasupportingOthersJiffy is working toward Veriflora Certification for Responsibly Managed Peatlands for its Canadian peat fields. Veriflora guarantees the application of good management practices in all aspects of sustainable development and post-use restoration of peatlands, complementing the RPP certification for Jiffy's European peat sources.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• ICL Group: Israel-headquartered specialty fertilizers and plant-nutrition company serving horticulture and agriculture; a broad incumbent whose controlled-release fertilizers and growing media inputs partially overlap with Jiffy's substrate portfolio.
• Haifa Group: Israeli specialty plant nutrition and crop protection company with global horticulture footprint; serves many of the same professional growers as Jiffy though focused on water-soluble fertilizers rather than growing substrates.
• Scotts Miracle-Gro: US-listed consumer gardening leader with soils, growing media, and lawn-care products; competes with Jiffy's Botanian sub-brand in home gardening and overlapping with professional horticulture substrates.
• Compo: German horticulture brand offering consumer and professional growing media, fertilizers, and crop protection; competes with Jiffy on substrates in European retail and professional horticulture channels.

Direct peers

• Premier Tech: Canadian-headquartered horticulture and growing media producer with peat-based, peat-reduced, and coir substrates plus propagation products; directly comparable product portfolio and customer base in professional horticulture.
• Botanicoir: Sri Lankan coir substrate producer with growbags, blocks, and loose substrate; competes with Jiffy in coir-based cultivation media and shares geographic proximity to Jiffy's own Sri Lankan production facility.
• Pelemix: Israel/India-based coir substrate manufacturer producing growbags, open-top bags, and propagation cubes; the most direct coir-substrate competitor to Jiffy's Essence/Finesse growbag range.
• Grodan (ROCKWOOL): Dutch stone-wool substrate specialist serving greenhouse and hydroponic growers with propagation plugs and grow blocks; overlaps with Jiffy in high-tech greenhouse propagation and cultivation media.
• Kekkilä-BVB: Finnish growing media manufacturer with peat, peat-free, and coir substrates serving professional horticulture across Europe; competes head-to-head with Jiffy in substrates, pots, and propagation plugs.
• Burpee: Named alongside Jiffy as a mass-market portfolio house brand in the US Seed Starter Kit market; competes in seed starting kits and consumer growing media sold through retail channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@Jiffygroup
• Facebookfacebook.com/jiffygroup
• LinkedInlinkedin.com/company/853526
• Instagraminstagram.com/jiffygroup
• Xx.com/jiffygroup

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Jiffy