FreshPortal Software

What FreshPortal Software does

FreshPortal Software B.V. is a Netherlands-headquartered (De Kwakel / Aalsmeer) SaaS vendor that builds a cloud-native ERP platform purpose-built for the floriculture industry. It serves growers, traders, wholesalers, and exporters, with 500+ active systems deployed across 30 countries and a US operating subsidiary (FreshPortal.com Inc) in Miami alongside a support office in Nairobi. Named customers span commercial nurseries (Ubink), large garden retail (Intratuin with 67 stores), mid-market exporters (Flora-Ned BV, Piazza dei Fiori), and multi-farm grower networks (Zuluflora in South Africa).

The platform is delivered as a modular suite of ten core modules — Procurement & Sales Management, Inventory & WMS, Logistics & Fulfilment, Quality & Inspection, Finance & Invoicing, B2B E-commerce, Supplier Portal, Integrations, Analytics & Reporting, and Bouquets & Arrangements — with add-ons including a Cash Register Module and Tiered Transport Pricing. Its technical foundation is API-first and cloud-native, supports 17 languages, advertises 99.8% uptime, and embeds AI capabilities across predictive analytics, process automation, generative assistants, and knowledge retrieval. Integration depth with the Floriday digital trade platform and Royal FloraHolland auction systems positions the product as a connecting layer across the global floriculture value chain. FreshPortal also bundles an Android-based handheld scanner with MDM as a complementary hardware line.

The company monetizes through tiered monthly SaaS subscriptions for the Silver cloud package (with all updates included), professional services comprising implementation and training (€200 per person for open training), and hardware sales of the FreshPortal Handheld Scanner. Go-to-market is sales-led with 30-minute tailored demos, dedicated sales teams for the US and Europe, and event-driven demand generation through trade shows (IFTF), FreshPortal Open Days, and The Flower Bazar at FloriWorld Aalsmeer. The company is privately held, GDPR-compliant, and operates with 11–50 employees across its Dutch, US, and Kenyan locations.

Name

FreshPortal Software

Legal name

FreshPortal Software B.V.

Website

https://freshportal.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

FreshPortal Software provides a cloud-native ERP SaaS platform purpose-built for the floriculture industry, serving growers, traders, wholesalers, and exporters across 30+ countries with modular procurement, inventory, logistics, finance, and B2B e-commerce capabilities and AI-embedded workflows.

Ownership category

akta.pro rank

Product category

Floriculture ERP Software

NAICS

Software Publishers (513210)

akta.pro primary industry

Distribution & Wholesale ERP (Inventory, Order, Warehouse) (HDAEAEAC)

akta.pro secondary industries

Farm Management Information Systems (FMIS) & Farm ERPs (AFAAAFAA), ERP Extensions & Add-ons (CPQ, Billing, Revenue Management) (HDAEAEAO)

Keywords

• Floriculture ERP software
• Flower industry SaaS
• Horticulture business software
• Floriculture supply chain software
• B2B flower trading platform

Headquarters

HQ city

De Kwakel

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. ERP Software Subscription: Monthly subscription fee for access to FreshPortal ERP platform with different tier levels (Silver mentioned). All new developments and updates included in monthly fee.
2. Training Services: Private in-company training sessions and open training sessions held at FreshPortal office. Pricing at €200 per person for open training.
3. Hardware Sales: Sale of Android-based FreshPortal handheld scanners with accessories, configuration and support as complete product offering

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

FreshPortal develops and sells a cloud-native, modular ERP SaaS platform purpose-built for the floriculture industry, covering procurement & sales, inventory & WMS, logistics, quality control, finance & invoicing, B2B e-commerce, supplier portal, analytics, and bouquets & arrangements. The company also sells an Android-based handheld scanner as a complete hardware product and provides implementation, training, and support services.

Product overview

FreshPortal is a cloud-native ERP platform specifically designed for the floriculture industry, serving growers, traders, wholesalers, and exporters worldwide. The platform operates on a modular architecture with ten integrated core modules: Procurement & Sales Management, Inventory & Warehouse Management (WMS), Logistics & Fulfilment, Quality & Inspection, Finance & Invoicing, B2B E-commerce (Online Store), Supplier Portal, Integrations, Analytics & Reporting, and Bouquets & Arrangements. AI capabilities are embedded throughout the platform for automated workflows, smart predictions, and guided decision-making. The platform supports 17 languages and serves 500+ active systems across 30 countries with 99.8% uptime.

Differentiator

Problem solved

Functional benefit

Products and services

• Procurement & Sales Management Structured trading, dynamic pricing and automated procurement for flower and plant businesses, sold as a core module of the FreshPortal ERP subscription to growers, traders, wholesalers, and exporters.
• Inventory & Warehouse Management (WMS) Real-time batch tracking, mobile scanning and efficient fulfilment across locations, sold as a core WMS module of the FreshPortal ERP subscription for flower and plant operations.
• Logistics & Fulfilment Smart routing, delivery zones and transport documentation connecting the entire logistics chain, sold as a core module of the FreshPortal ERP subscription.
• Quality & Inspection Digital inspections, grading and photo documentation for consistent, audit-ready quality control, sold as a core module of the FreshPortal ERP subscription.
• Finance & Invoicing Automated invoicing, payments, claims and accounting exports for accurate financial operations, sold as a core module of the FreshPortal ERP subscription.
• B2B E-commerce (Online Store) Fast, real-time B2B webshop with live pricing, real-time availability, and personalized assortments, sold as a core e-commerce module of the FreshPortal ERP subscription and fully integrated with the platform.
• Supplier Portal Digital supplier workspace for purchase orders, confirmations, consignation and batch registration, sold as a core module of the FreshPortal ERP subscription.
• Integrations (API Platform) API integrations for floriculture ERP connecting auctions, platforms, logistics partners, finance systems and more through an open, API-first architecture, sold as a core module of the FreshPortal ERP subscription.
• Analytics & Reporting Actionable insights, dashboards and BI Sync for real-time operational and financial intelligence, sold as a core analytics module of the FreshPortal ERP subscription.
• Bouquets & Arrangements Recipes, mixes and production workflows for efficient bouquet and arrangement production, sold as a core module of the FreshPortal ERP subscription.
• Cash Register Module Dedicated cash register module for cash & carry wholesalers to keep queues moving efficiently, sold as an add-on module of the FreshPortal ERP subscription.
• Transport Tiered Pricing Module that automates and streamlines transport cost billing with tiered pricing calculations, launched in 2025 and sold to FreshPortal customers managing logistics pricing.
• FreshPortal Handheld Scanner Android-based handheld scanner for logistics, order processing, product management, inventory control and WMS operations, sold as a complete product including accessories, configuration, and support with Mobile Device Management for remote access.
• Implementation Services Professional implementation services to help customers adopt and deploy the FreshPortal ERP platform, sold alongside FreshPortal subscriptions.
• Training Courses Private in-company and open training sessions including onboarding and online store training, held at FreshPortal's office or on-site, priced at €200 per person (excl. VAT) for open training with a maximum of 12 participants per session.
• Support Services Customer support service with remote assistance via ISL Online, delivered from Europe, United States, and Kenya support offices to FreshPortal customers.

Quantifiable outcome

• 500+ active systems deployed worldwide
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability7 records

Feature12 records

Partnerships

Four partnerships are on record, tiered core and minor.

• FloridaycoreTechnology or IntegrationFreshPortal has integrated with Floriday through a Buyer API connection that streamlines order processing and boosts efficiency for flower and plant buyers. The integration is fully available in FreshPortal.
• Royal FloraHollandcoreTechnology or IntegrationFreshPortal integrates with Royal FloraHolland auction systems for seamless trading operations in the Dutch floriculture market.
• DecorumminorChannel Partner/ Reseller/ DistributorFlora-Ned BV, a FreshPortal customer, is a Decorum dealer, indicating Decorum brand products are distributed through FreshPortal-using companies.
• Zuluflora Growers NetworkcoreStrategic or Co-development PartnerFreshPortal enables linking and integration of all growers within the Zuluflora network across multiple farms in different locations in South Africa, creating a unified view of production.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Agriware (Mprise): Agriware, operated by Mprise, is a Dutch-headquartered ERP and supply-chain platform built specifically for greenhouse horticulture and fresh produce — the same operational domain as FreshPortal, with overlapping customer segments in growers and traders.

Broad incumbents

• AFAS Software: AFAS is a leading Dutch ERP and HR/payroll vendor with broad mid-market traction in the Netherlands. It competes indirectly for floriculture customers seeking a more generalist ERP and represents the mainstream alternative to vertical-specific platforms.
• Granular (Trimble): Granular, part of Trimble Agriculture, is an established farm management and ERP platform for large-scale agriculture producers, addressing a similar 'farm-as-factory' operational pattern that FreshPortal serves for floriculture customers.
• Agworld: Agworld is a farm management information system with global reach into crop production and ag retail. It overlaps on the data-driven farm management axis that Floriculture customers require, though it is broader in crop coverage.
• Exact Software: Exact is a Dutch-origin mid-market ERP/accounting vendor (now part of KKR's Visma group) widely used across the Netherlands, including trades and logistics-oriented SMBs that overlap with FreshPortal's mid-market customer profile.

Others

• Floriday (Royal FloraHolland): Floriday is the digital platform launched by Royal FloraHolland connecting growers and buyers across the international floriculture trade. It is both an integration partner and an adjacent platform that touches procurement, pricing, and ordering workflows FreshPortal also covers.
• Ridder Group: Ridder is a long-standing Dutch greenhouse technology and systems-integration supplier covering climate, screens, water, and labor solutions. It is adjacent ecosystem infrastructure frequently procured by the same grower customers as FreshPortal.
• HortiMaX (Ridder): HortiMaX, now under Ridder, supplies greenhouse automation and process control platforms serving horticultural growers worldwide. It addresses adjacent (operational technology) workflows at FreshPortal's grower customers rather than competing on ERP.

Emerging players

• Blue Radix: Blue Radix provides AI-driven autonomous growing and climate-control optimization for greenhouses, overlapping with FreshPortal's grower-customer base in the floriculture/horticulture vertical and increasingly competing for AI-driven operational budget.
• Source.ag: Source.ag builds AI-powered yield forecasting and cultivation intelligence for greenhouse growers, addressing the same floriculture/horticulture producers that use FreshPortal for their operational ERP backbone.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/freshportalnl

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 FreshPortal Software