MasterTag
MasterTag manufactures plastic plant tags, hang tags, handles, adhesive labels, and retail signage exclusively for the commercial horticulture industry. Founded in 1949 in Montague, Michigan, and acquired by Avery Products Corporation (CCL Industries) in 2021, it serves growers, garden centers, and plant breeders across North America.
- Company typePrivate
- Founded1949
- HeadquartersMontague, United States
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What MasterTag does
MasterTag, founded in 1949 in Montague, Michigan by Harry Weesies and Lou Schmidt, manufactures plastic plant tags, labels, handles, and retail signage exclusively for the horticulture industry. Its product portfolio spans plant stake tags, hanging tags, universal locking tags, plant handles, adhesive labels, breeder-specific co-branded tags, sustainable substrates (recycled plastics and paper), and point-of-purchase signage such as Firefly Petunia kits. The company's underlying technology stack includes patented tag shapes (e.g., Hanging Basket Collar DN1137), BOPP facestock adhesive labels with multiple adhesive tiers, and a My Print on-demand digital printing system integrated with Epson ColorWorks C6000A/C6500A/C7500/C8000 printers on a credit-based pricing model. MasterTag also integrates QR codes on its tags that route consumers to MyGardenLife.com for extended plant care content.
MasterTag operates a hybrid go-to-market combining territory-based enterprise field sales (Southeast, Midwest, Great Lakes, Canada, Strategic Accounts, Retail) with a 24/7 self-serve e-commerce platform (MasterTag Online) serving both stock and custom orders. Revenue is generated primarily through one-time manufacturing of custom and stock plant tags, supplemented by custom graphic design services (provided at no charge), the My Print credit-based digital printing system, and breeder co-marketing arrangements with Ball, Syngenta, Suntory, Sakata, Beekenkamp, GreenFuse, HilverdaFlorist, and Cultivaris. In 2021, the company became a wholly owned subsidiary of Avery Products Corporation, itself a subsidiary of CCL Industries (the world's largest label company), giving MasterTag access to broader label-industry capabilities while continuing to operate under its own brand and 140+ employee base.
MasterTag firmographics
Firmographics- Name
- MasterTag
- Legal name
- AVERY PRODUCTS CORPORATION dba MasterTag
- Website
- https://mastertag.com
- Company type
- Private
- Founded year
- 1949
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- MasterTag manufactures plastic plant tags, hang tags, handles, adhesive labels, and retail signage exclusively for the commercial horticulture industry. Founded in 1949 in Montague, Michigan, and acquired by Avery Products Corporation (CCL Industries) in 2021, it serves growers, garden centers, and plant breeders across North America.
- Ownership category
- akta.pro rank
MasterTag industry classification
Industry- Product category
- Horticultural Tags and Labels
- akta.pro primary industry
- Specialty & Functional Labels (Linerless, RFID/NFC, Braille, Smart) (IMALAKAK)
- akta.pro secondary industries
- Seed Packaging & Labeling (AFAGAIAK), Paper Labels & Paper-Based Release Liners (IMALACAK)
Keywords
Where MasterTag is headquartered
LocationHeadquarters
- HQ city
- Montague
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
MasterTag business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Plant Tags and Labels Manufacturing: MasterTag manufactures and sells plant tags and labels including stake tags, hang tags, handles, adhesive labels, and specialty tags. Products available as stock items or custom-designed with customer branding, logos, and graphics.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Stock Plant Tags - Various shapes and sizes for common plant varieties |
| Unit Pricing | Multi-year contract | Custom Plant Tags - Customer-designed with logos, branding, and custom graphics |
| Transaction based/ take rate | Pay-as-you-go | My Print - On-demand label printing system |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
MasterTag product offering
Product offeringCore offering
MasterTag manufactures and sells plastic plant tags, hang tags, handles, adhesive labels, breeder tags, and point-of-purchase signage exclusively to the horticulture industry. Products are offered in stock form or as custom-designed items featuring customer branding, and are sold through direct territory-based sales and a 24/7 online ordering platform. Supporting the physical products are the My Print on-demand label printing software, QR code integration with MyGardenLife.com, and in-house custom graphic design services.
Product overview
MasterTag offers a comprehensive portfolio of plant tagging and labeling products for the horticulture industry. The core product line includes Plant Stake Tags, Plant Hang Tags, Plant Handles, Universal Locking Plant Tags, and Plant Adhesive Labels—each available in multiple shapes, sizes, and configurations. Supporting products include Firefly Petunia Signage, Sustainable Options, Feature Plant Label Tags, Stock Houseplant Tags, Stock Cactus & Succulent Tags, and Breeder Plant Tags. The offering is complemented by two platforms: MasterTag Online for 24/7 ordering and My Print for on-demand adhesive label printing with Epson printer compatibility. QR code integration with MyGardenLife.com extends product information digitally. Custom graphic design services and guided onboarding support complete the solution, serving growers and retailers exclusively for over 70 years.
Differentiator
Problem solved
Functional benefit
Brands
- MyGardenLife.com: A comprehensive plant database website with extensive plant information, how-to articles, gardening tips, and USDA zone maps. MasterTag tags connect consumers to MyGardenLife.com via integrated QR codes.
Products and services
- Plant Stake Tags Plastic stake tags designed for cell packs, quart, and gallon pot sizes in commercial greenhouse production. Available in shapes including Master Tag, MT XL, Mid XL, Universal XL, SnapTag, and Propagation Tags. Preferred by garden center shoppers and valued by growers for efficient tagging.
- Plant Hang Tags Hanging plant tags offering flexibility when stake tags are not suitable. Multiple shapes and attachment mechanisms including Perennial Hanging Card, Hanging Basket Collar, Mini Marquee, Mini Dangler, Premium Marquee, and Round Hang Tag. Easy to apply and provide good visibility at retail.
- Plant Handles Longer, heavier handles ensuring an upright arch for effective retail display. Easy for shoppers to pick up and carry. Product family includes EZ Handle, EZ Handle Plus, Locking Keyhole Handle, Multipack Tray Handle, and Dual Use Handle.
- Universal Locking Plant Tags Versatile tags that can hang below the pot rim or lock upright. Arrowhead attachment locks securely and will not dislodge in shipping or retail. Available in Mini, Small, Medium, Large, and Premium sizes.
- Plant Adhesive Labels Adhesive labels for inkjet or thermal printing, available fully printed, partially printed, or as blanks. BOPP facestock with Standard Plus or Ultra-aggressive adhesive options. Compatible with the My Print on-demand printing system.
- Firefly Petunia Signage Point-of-purchase signage for the Firefly Petunia variety, bringing the plant's story to life in garden centers. Available as individual items or complete kits in Small, Medium, Large, X-Large, and Cart Strip configurations.
- Sustainable Tag Options Environmentally conscious plant tags including plastic and paper substrates with wood risers in three lengths. Uses recycled and recyclable materials (recycle #2, #5, and #6).
- Feature Plant Label Tags Special-use tags including Breeder Tags, Tasteful Harvest vegetable and herb tags, Houseplant tags with light-specific information, Succulent/Cacti tags, Mini Signs, Sun Shade tags, Pollinator ID tags, Buzz Off citronella tags, and Holiday tags.
- Stock Houseplant Tags Houseplant care tags with easy-to-understand graphics helping consumers make decisions based on their indoor environment. Features light-specific and plant-specific options with a botanical design aesthetic.
- Stock Cactus & Succulent Tags Tags designed for succulents and cacti using the DN2250 MasterTag XL shape. Includes QR code connection to MyGardenLife.com for enhanced plant information.
- Breeder Plant Tags Tags supporting leading plant genetics from breeders including Ball, Beekenkamp, Cultivaris, GreenFuse, HilverdaFlorist, Sakata, Suntory, and Syngenta. Strengthens brand representation and supports sales of breeder genetics.
- MasterTag Online Ordering Platform 24/7 self-serve online ordering platform for stock and custom plant tags. Includes search and filter, spreadsheet-based order upload, order history tracking, and invoice management.
- My Print On-Demand Label Printing System On-demand printing software for adhesive labels. Works with Epson ColorWorks printers (C6000A, C6500A, C7500, C8000) and enables last-minute price changes and small-batch label printing via a credit-based system on MasterTag Online.
Quantifiable outcome
- 78% of shoppers want to see more sustainable container options at their local garden center
Companies that use MasterTag
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
MasterTag technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
MasterTag partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Avery Products CorporationcoreIn 2021, MasterTag became a wholly owned subsidiary of Avery Products Corporation. Avery Products Corporation is a subsidiary of CCL, the world's largest label company. This acquisition enhanced MasterTag's capabilities and product offerings, driving further business growth.
- MyGardenLife.comcoreMasterTag integrates QR codes on plant tags that link to MyGardenLife.com, providing consumers with enhanced plant information, care instructions, how-to articles, and USDA zone maps. MyGardenLife is described as the most comprehensive plant database online.
- Ball Horticultural CompanyminorBreeder partner with available plant tag options through MasterTag's online ordering system.
- SyngentaminorMajor breeder partner with extensive stock tag options available including Syngenta Mum Tags, Geranium tags, Impatiens tags, SunPatiens, Cool Wave, and Wave varieties.
- SuntoryminorBreeder partner with plant tag options available through MasterTag's online ordering system.
- GreenFuseminorBreeder partner with plant tag options available through MasterTag's online ordering system.
- BeekenkampminorBreeder partner with plant tag options available through MasterTag's online ordering system.
- SakataminorBreeder partner with plant tag options available through MasterTag's online ordering system.
- HilverdaFloristminorBreeder partner with plant tag options available through MasterTag's online ordering system.
- CultivarisminorBreeder partner with plant tag options available through MasterTag's online ordering system.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
MasterTag competitors and assessment
Company assessmentDirect peers
- The John Henry Company: Direct competitor in horticultural plant tags, labels, and point-of-purchase signage serving greenhouse growers, garden centers, and nurseries. Both companies specialize in plant identification and merchandising materials for the green industry, with comparable product lines including stake tags, hang tags, handles, and grower-facing collateral.
Broad incumbents
- Avery Dennison: Global manufacturer of pressure-sensitive labels and labeling materials with a portfolio spanning retail, industrial, and consumer applications. While Avery Dennison (separate from MasterTag's parent Avery Products Corporation) is much broader and serves multiple industries, it competes for label-manufacturing business and represents a major incumbent in the labels category with relevant scale economics.
- CCL Industries: World's largest label company and grandparent of MasterTag via Avery Products Corporation. CCL operates multiple label-focused businesses across healthcare, consumer products, and industrial markets, providing strategic context for how MasterTag's niche horticulture business could scale through the parent's broader platform and global footprint.
Others
- Ball Horticultural Company: Major global plant breeder and channel partner of MasterTag. Ball supplies genetics to commercial growers and MasterTag provides branded tags for Ball's plant varieties including Mum, Geranium, Impatiens, and other categories, creating a tightly coupled commercial relationship in the horticulture value chain.
- Syngenta: Global agribusiness and plant breeder partner with extensive stock tag offerings through MasterTag's online platform. Syngenta develops genetics that MasterTag tags, including SunPatiens, Cool Wave, and Wave varieties, making MasterTag a go-to-market vehicle for Syngenta's horticulture genetics at retail.
- Costa Farms: One of North America's largest horticultural growers and a MasterTag customer. Costa Farms produces ornamental and indoor plants that are tagged with MasterTag products for retail sale, representing a significant enterprise customer relationship in the grower's supply chain.
- Proven Winners: Leading plant brand marketed through a network of growers and retailers. Proven Winners-branded plants are tagged with MasterTag products, embedding MasterTag's labels into the brand's merchandising strategy and consumer-facing presentation at independent garden centers and big-box retail.
- Suntory Flowers: Plant breeder partner supplying genetics that MasterTag supports with branded plant tags. Suntory's Surfinia and other ornamental varieties are tagged through MasterTag's distribution network, creating a channel-aligned commercial relationship tied to the breeder's go-to-market motion.
- Sakata Seed: Global plant breeder partner with available plant tag options through MasterTag's online ordering system. Sakata develops genetics that MasterTag helps commercialize at retail, creating an analogous breeder-tag partner relationship across multiple ornamental categories.
Emerging players
- HC Companies: Manufacturer of horticultural containers and complementary products (formerly Dillen Products) serving the same commercial growers and garden centers that MasterTag serves. While not a direct tag competitor, HC Companies operates in adjacent horticulture supply categories and represents competitive overlap in grower procurement budgets.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
MasterTag social profiles
Digital presenceMasterTag financial estimates
Financial estimateRevenue estimate
Valuation estimate
MasterTag leadership team
Management profileNumber of profiles
Profiles13 records
MasterTag funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MasterTag M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MasterTag
What does MasterTag do?
MasterTag manufactures and sells plastic plant tags, hang tags, handles, adhesive labels, breeder tags, and point-of-purchase signage exclusively to the horticulture industry. Products are offered in stock form or as custom-designed items featuring customer branding, and are sold through direct territory-based sales and a 24/7 online ordering platform. Supporting the physical products are the My Print on-demand label printing software, QR code integration with MyGardenLife.com, and in-house custom graphic design services.
Is MasterTag a public or private company?
MasterTag is a private company. It is classified as corporate owned and is currently operating.
When was MasterTag founded?
MasterTag was founded in 1949. It employs 101 to 250 people.
Where is MasterTag based?
MasterTag is headquartered in Montague, United States, in the North America region.
How does MasterTag make money?
One revenue line is on record: plant Tags and Labels Manufacturing.
Who are MasterTag's main competitors?
The John Henry Company is listed as a direct peer. Broad incumbents are Avery Dennison and CCL Industries. Others are Ball Horticultural Company, Syngenta, Costa Farms, Proven Winners, Suntory Flowers and Sakata Seed. HC Companies is listed as an emerging player.
Does MasterTag have an API?
No public API is recorded for MasterTag.
What industry is MasterTag in?
MasterTag's product category is Horticultural Tags and Labels. Its primary akta.pro industry code is IMALAKAK, Specialty & Functional Labels (Linerless, RFID/NFC, Braille, Smart), with a secondary code of AFAGAIAK, Seed Packaging & Labeling.