Elburg - Smit

What Elburg - Smit does

Elburg-Smit B.V. is a privately held Dutch printing and packaging company headquartered in Sassenheim, Netherlands, founded in 1934 (originally as Drukkerij Van Elburg) and operating for over 90 years. The company produces custom labels (stick-in, swing tags, click-on, bungee tags), cardboard packaging (SmartCups, SmartWraps, potcovers, cappers, boxes, trays, packaging film), and related promotional materials primarily for the botanical (ornamental horticulture) and fresh produce (AGF) sectors. Services span concept development, pre-media, offset and digital printing, in-house finishing (die-cutting, cutting, folding/gluing, cupping, banding, drilling, staking), and logistics including storage and inventory management, with the company positioning itself as a full-service "concept-to-delivery" partner.

The company operates a proprietary online platform called EOS (Elburg Online System) that lets customers manage label and packaging designs and place orders, integrated with a 400,000+ botanical image database through a long-standing partnership with Visions. Revenue is generated through quote-based custom orders (one-time production) plus professional services (concept development) and managed services (logistics/fulfilment), with pricing determined per project based on quantities, materials, and customization. Distribution is primarily direct B2B sales via a field network of approximately nine account managers covering the Netherlands, Germany, Switzerland, UK, North America, Eastern Europe, Belgium, Denmark, Italy, and Poland, supplemented by the EOS self-serve platform and a small consumer webshop. The customer base spans enterprise accounts (Lidl, Syngenta) and a long tail of European horticulture growers and exporters, with sustainability and food-safety credentials (BRCGS Packaging Materials, ISO 9001, ISO 14001, FSC, PEFC) forming a key qualification for retailer and AGF customers.

Name

Elburg - Smit

Legal name

Elburg-Smit B.V.

Website

https://elburgsmit.com

Company type

Private

Founded year

1934

Operating status

Operating

Headcount range

51–100 employees

Short description

Elburg-Smit is a 90+ year-old Dutch printing and packaging company producing custom labels, cardboard pots, and packaging solutions for the ornamental horticulture and fresh produce sectors via direct B2B sales across Europe and North America.

Ownership category

akta.pro rank

Product category

Horticulture and Fresh Produce Packaging

NAICS

Packaging and Labeling Services (56191)

SIC

Paperboard Containers & Boxes (2650)

akta.pro primary industry

Sustainable Protective & Cushioning Materials (Paper Cushions, Bio-Foams, Mycelium) (IMALAMAH)

akta.pro secondary industries

Prepress, Plate-Making & Artwork Services (IMALAKAM), Foodservice/To-Go Packaging (Cups, Clamshells, Cutlery) (IMALAHAM)

Keywords

• Horticulture packaging
• Custom plant labels
• Flower bulb packaging
• Fresh produce packaging
• Printed cardboard packaging

Headquarters

HQ city

Sassenheim

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Labels Production: Production of custom labels for botanical products including stick-in labels, swing tags, click-on labels, and bungee tags in various materials including 100% recycled polystyrene.
2. Packaging Solutions: Production of SmartCups®, SmartWraps®, potcovers, cappers, boxes, tubes, trays, and packaging film for horticulture and fresh produce markets.
3. Concept Development Services: Creative design services for retail concepts, visual identity, POS materials, and complete brand packaging solutions.
4. Logistics and Fulfilment: Storage, inventory management, and international delivery services for packaging and labels, including seasonal and promotional product management.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Elburg-Smit designs and manufactures custom labels, cardboard plant cups (SmartCups®), potcovers and SmartWraps®, packaging (cappers, boxes, tubes, trays, film), and promotional materials for the horticulture (botanical) and fresh produce (AGF) sectors. It delivers this as a full-service operation covering creative design, pre-media, offset and digital printing, in-house finishing (die-cutting, folding/gluing, cupping, banding, drilling, staking), storage, and international logistics, supported by the EOS online design management platform and the Visions botanical image database.

Product overview

Elburg-Smit is a full-service printing and packaging company with over 90 years of experience, offering a unified portfolio of products and services for the botanical (horticulture) and fresh produce (AGF) sectors. The core product line includes SmartCups® (cardboard plant cups/wraps), Labels (stick-in, swing, click-on, bungee tags), Packaging (cappers, boxes, tubes, trays), and Potcovers/SmartWraps® — all supported by integrated services including the EOS online platform for design management, Concept Development for retail strategies, and a Botanical Image Database via Visions partnership. Printing and finishing services (creation, pre-media, offset/digital printing, die-cutting, folding/gluing, logistics) are delivered in-house under one roof, enabling short lead times and quality control.

Differentiator

Problem solved

Functional benefit

Brands

• SmartCup®: A branded cup/wrap product for plants, easy to use and provides added value to plants with thematic designs for various occasions
• SmartWrap®
• EOS (Elburg Online System)

Quantifiable outcome

• 100% recyclable cardboard SmartCups as sustainable alternative to ceramic pots
• +2 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Visions (Visions Pictures)coreStrategic or Co-development PartnerLong-standing partnership with Visions, an international specialist in botanical photography and film. Visions manages the world's largest botanical image bank with over 400,000 professional photos and videos. This partnership provides Elburg-Smit customers access to high-quality botanical imagery for packaging and labels, integrated into the EOS platform. Elburg-Smit focuses on developing and producing labels and packaging while Visions provides photographic expertise.
• PergaminorChannel Partner/ Reseller/ DistributorElburg-Smit trades various types and sizes of packaging film for flower bulbs on behalf of Perga, distributing their products alongside its own packaging solutions.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Avery Dennison: Avery Dennison is a global leader in pressure-sensitive labels, packaging materials, and RFID solutions. Competes with Elburg-Smit on industrial label production at scale and offers broader category reach but lacks Elburg-Smit's horticultural specialization.
• Huhtamaki: Huhtamaki is a global foodservice and consumer goods packaging company producing cups, containers, and folding cartons. Direct overlap with Elburg-Smit's SmartCups and foodservice packaging lines, though Huhtamaki operates at far larger scale across multiple end markets.
• Veritiv: Veritiv is a North American packaging and facility solutions distributor. Comparable as a broad packaging services and supplies provider, though oriented more to distribution than Elburg-Smit's custom manufacturing model.
• Smurfit Kappa: Smurfit Kappa is a global paper-based packaging giant producing corrugated, folding cartons, and AGF packaging. Direct overlap with Elburg-Smit on paperboard boxes and trays used by fresh produce shippers and horticultural suppliers, but at vastly larger scale and broader customer scope.
• CCL Industries: CCL Industries is the world's largest specialty label producer, with operations in healthcare, consumer, and industrial labels. Overlaps with Elburg-Smit's core labels business as a much larger incumbent but does not target horticulture specifically.
• Constantia Flexibles: Constantia Flexibles is one of Europe's largest flexible packaging manufacturers serving food and consumer goods. Comparable to Elburg-Smit on packaging production scale, with overlap on labels and food-contact packaging (AGF/fresh produce).
• Coveris: Coveris manufactures paper-based and flexible packaging for food, retail, and industrial customers across Europe. Overlaps with Elburg-Smit's folding cartons, trays, and food-contact packaging portfolio at a larger scale.

Direct peers

• Desch Plantpak: Desch Plantpak produces injection-molded plant pots, trays, and horticultural packaging. Operates in the same nursery supply chain as Elburg-Smit and competes for the same grower spend on pots, trays, and presentation packaging.
• Modiform: Modiform is a Dutch manufacturer of thermoformed and injection-molded packaging for horticulture and fresh produce. Directly comparable to Elburg-Smit's pot covers, trays, and growing/transport packaging for the same grower customer base across Benelux and Europe.

Others

• Visions Pictures: Visions is Elburg-Smit's strategic partner and operator of the world's largest botanical image bank. Included as an ecosystem enabler rather than a competitor — its image library underpins Elburg-Smit's EOS platform differentiation.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Elburg_Smit
• Facebookfacebook.com/61560106914103
• LinkedInlinkedin.com/company/elburgsmit

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 Elburg - Smit