What Modiform does

Modiform, founded in 1980 and headquartered at Ambachtsweg 15, Leusden, Netherlands, is a B2B manufacturer of plastic horticultural packaging products serving the international plant and flower industry. The company operates thermoforming and injection moulding production processes to produce a portfolio of 692 products organized into five core categories: pots (including the ecoExpert, PotContainer, and Thomsen sub-brands), transport trays (Normpack, TrayC, Eurodan, LG-cup), carry packs, propagation trays, and online packaging solutions for e-commerce plant shipping. Production is primarily from PP (polypropylene) and PS (polystyrene), and the company is increasingly differentiating on sustainability, having achieved RecyClass certification across all production locations at the close of 2025. The company targets five customer personas: propagators, commercial growers, wholesale dealers, plant traders, and retailers, with propagators and growers representing the most strategically emphasized segments.

The business model is sales-led B2B: products are sold through direct engagement via phone, email, and a website contact form, with a multi-step decision-aid tool guiding customers to the appropriate product. Standard products are available as made-to-stock (MTS) for rapid delivery, while custom-made options address specific customer requirements; pricing is not publicly disclosed and is handled through quotation-based engagement. Digital marketing channels include a digital product catalogue (2024-2026 edition), 3D/AR product visualization, newsletter communications, and trade fair participation (notably GreenTech Amsterdam 2026 with Solinatra and Trade Fair Aalsmeer). Notable technical differentiators include a granted patent on the orchid pot design, a registered design on the PotContainers Y-base architecture, and a patent-pending reusable transport tray system.

Modiform is currently in a transitional phase. In 2025, the company executed three strategic transactions it describes as marking 'a new phase,' initiated a phased wind-down of Thomsen activities (with orders redirected to distributor Van Tuijl Haaften BV), and entered a new online packaging category. In 2026, the company jointly developed a tree tray with Waalstek and presented the reusable transport tray system. The company operates from a single disclosed headquarters in Leusden, primarily serves the European market, is privately held with no disclosed revenue, public listing, or institutional ownership.

Name

Modiform

Legal name

Modiform

Website

https://modiform.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

251–500 employees

Short description

Modiform is a Netherlands-based B2B manufacturer of plastic horticultural packaging products, including pots, transport trays, propagation trays, carry packs, and online packaging, serving propagators, growers, dealers, traders, and retailers across the European horticulture sector.

Ownership category

akta.pro rank

Product category

Horticultural Packaging Manufacturing

NAICS

Plastics and Rubber Products Manufacturing (326)

SIC

Plastics Products, Nec (3089)

akta.pro primary industry

Thermoformed Agricultural Products (Trays, Pots, Grow Systems) (IMANAHAH)

akta.pro secondary industry

Thermoformed Packaging (Food, Beverage & Consumer Goods) (IMANAHAA)

Keywords

• Horticultural packaging products
• Plant pots and trays
• Recycled plastic containers
• Propagation systems
• Thermoformed and injection moulded packaging

Headquarters

HQ city

Leusden

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Horticultural packaging products: Modiform generates revenue through the manufacture and sale of horticultural packaging products including pots, transport trays, carry packs, propagation trays, and online packaging solutions. Products are sold as standard items (made-to-stock) and custom-made products. Revenue is primarily one-time transactional with potential for recurring orders from established B2B customers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Modiform manufactures and supplies horticultural packaging products, including plastic pots, transport trays, carry packs, propagation trays, and online packaging solutions, using thermoforming and injection moulding processes. The company produces a 692-product catalogue with both made-to-stock standard items and custom-made products for the horticulture industry. It also offers the ecoExpert sustainable product line using recycled materials and holds RecyClass certification across all production locations.

Product overview

Modiform is a manufacturer of horticultural packaging solutions offering a comprehensive portfolio of plastic containers, trays, and packaging products for the plant and flower industry. The product portfolio is organized into five core categories: Pots (including ecoExpert pots, thermoformed pots, and injection moulded pots such as PotContainers® 5°, Orchid pots, and Square/round pots), Transport trays (featuring Normpack®, TrayC, Eurodan, LG-cup®, and various size-specific trays), Carry packs, Propagation trays (including paper plug trays, tree trays, orchid trays), and Online Packaging (clampacks and in-box trays for e-commerce). Products are primarily manufactured from PP (polypropylene) and PS (polystyrene) materials, with a growing emphasis on sustainability including RecyClass certification and recycled content usage. The company also offers digital tools including 3D/AR product visualization and an interactive product selector.

Differentiator

Problem solved

Functional benefit

Brands

• ecoExpert: Eco-friendly product line mentioned in pots and transport trays categories.
• Normpack
• Thomsen
• PotContainer
• TrayC
• Eurodan
• LG-cup

Products and services

• Pots Versatile, sustainable, and stable pots designed for optimal stacking with uniform, high quality. Available in various materials and styles (ecoExpert, thermoformed, injection moulded, PotContainer 5°, orchid, square/round, Art Déco, custom-made) for different plant types and commercial growers.
• Transport trays Extensive range of transport trays for various pot sizes (4.5 cm to 25 cm) for both round and square pots. Features various drainage methods, maximum load-bearing, and guaranteed quality. Includes Normpack, TrayC, Eurodan, LG-cup, ecoExpert, presentation, retail, insert, open, and shuttle trays.
• Carry packs Wide selection of carry packs including carry packs for pots, carriers, bedding packs, and inserts and punnets.
• Propagation trays Specially designed growing systems for crops that need to be placed wider apart during cultivation. Includes propagation open trays, seed and cutting trays, multi trays, transplant trays, paper plug trays, tree trays, orchid trays, cactus trays, USA-trays, and propagation strip trays.
• Online Packaging Sustainable and safe packaging solutions for shipping potted plants through online channels. Includes clampacks and in-box trays designed for e-commerce plant shipping.
• ecoExpert pots Eco-friendly pots made from recycled materials, part of Modiform's sustainable ecoExpert product line for commercial horticulture.
• Normpack transport trays Normpack-branded transport trays including Normpack Cactus, Normpack 200, Normpack 300, and Normpack 400 for various pot sizes.
• LG-cup transport trays LG-cup® transport tray system for specific pot sizes.
• Clampacks Packaging solution for securely shipping potted plants through online/e-commerce channels. Part of the Online Packaging product line launched in 2025.
• In-box trays In-box tray packaging solutions for online plant shipping. Part of the Online Packaging product line launched in 2025.
• 3D/AR product visualization 3D and augmented reality visualization tools for Modiform products, accessible at modiform.com/3d.
• Decision aid product selector Interactive product selection tool guiding users through questions to find suitable products based on their role (propagator/grower/dealer/trader/retailer), pot type, and specifications.

Quantifiable outcome

• All Modiform production locations are RecyClass certified for recycled content usage

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• WaalstekcoreStrategic or Co-development Partner · 1 January 2026Waalstek and Modiform jointly developed a tree tray that perfectly matches an automated cutting process, demonstrating strategic product development collaboration in the horticulture sector.
• SolinatracoreStrategic or Co-development Partner · 1 January 2026Modiform and Solinatra jointly participated at GreenTech Amsterdam 2026, marking a successful collaboration in trade fair representation and potentially joint market presence.
• Van Tuijl Haaften BVminorChannel Partner/ Reseller/ DistributorVan Tuijl Haaften BV (www.vth.nl) handles inquiries and orders for Thomsen pots following Modiform's transition of these activities. This represents a distribution arrangement for specific product lines.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Landmark Plastics: Landmark Plastics (US) is a long-established manufacturer of nursery containers, transport trays, and horticultural packaging. Comparable in product type and B2B go-to-market, though its footprint is largely North America, making it a broader-competitor reference point for Modiform's commercial model.
• Klasmann-Deilmann: Klasmann-Deilmann is a leading supplier of substrates and growing media for professional horticulture. Indirect comparable because its buyer base (commercial propagators and growers) overlaps with Modiform's core customers, even though it does not directly manufacture pots or trays.
• Jiffy Group: Jiffy produces paper-based growing media, plug trays, and propagation systems used by the same commercial grower and propagator customers. A broader incumbent partially overlapping with Modiform's Paper Plug trays and propagation offering.

Direct peers

• Pöppelmann GmbH (TEKU brand): Pöppelmann's TEKU division is the largest European manufacturer of plastic horticultural pots, trays and containers via injection moulding and thermoforming. Directly competes with Modiform across the same B2B propagator, grower, and retail channels in Europe.
• Desch Plantpak: Desch Plantpak (Netherlands) produces thermoformed and injection moulded pots, trays, and propagation systems for the international horticultural supply chain. Overlaps directly with Modiform's product portfolio of pots, transport trays, and propagation trays.
• Elplast: Elplast (Poland) manufactures plastic pots, bowls, and horticultural packaging serving growers across Europe. Directly competes with Modiform in mass-produced thermoformed and injection moulded horticulture containers.
• HerkuPlast Kubern GmbH: HerkuPlast (Germany) is a thermoformed and injection moulded producer of horticultural cultivation pots and transport trays. Closely comparable manufacturing methods, product categories, and European grower customers as Modiform.

Emerging players

• Plantlogic: Plantlogic produces sustainable coir/fibre-based growing containers and propagation systems targeting commercial horticulture. Overlaps with Modiform's ecoExpert and Paper Plug tray lines as a substitute-and-comparable in the sustainable packaging segment.
• Solinatra: Solinatra develops bio-based/compostable materials for packaging applications. Listed in Modiform's data as a partner at GreenTech Amsterdam 2026, indicating adjacent product and co-exhibition positioning in sustainable horticultural packaging.

Regional players

• Nursery Supplies Inc (NSI): NSI is a US-based manufacturer of plastic nursery containers and horticultural packaging. Comparable product type and B2B sales-led motion to Modiform, but primarily serves North American growers rather than competing in Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Modiform