Landgard

What Landgard does

Landgard is a German producer cooperative (Erzeugergenossenschaft) headquartered in Straelen-Herongen that markets cut flowers, potted plants, fruits, and vegetables on behalf of its member growers to organized retail, garden centers, florists, DIY chains, discounters, and food retailers across Europe. The cooperative operates an integrated platform spanning production management, auction (via the Veiling Rhein-Maas joint venture with Royal FloraHolland), temperature-controlled logistics (Fresh Logistics System GmbH, HACCP/IFS-compliant), organic specialization (Landgard Bio GmbH), florist wholesale (Bloomways and 20+ Cash & Carry markets), and branded retail concepts (IssSo, IssBio, Biene Maja, Die Maus, Deutsche Gärtnerware, Deutschland schmeckt). It serves both long-tail independent buyers through physical wholesale markets and large-format retail accounts through dedicated key-account teams.

Name

Landgard

Legal name

Landgard Service GmbH

Website

https://landgard.de

Company type

Private

Founded year

1900

Operating status

Operating

Headcount range

11–50 employees

Short description

Landgard is a German producer-owned cooperative that markets flowers, plants, fruits, and vegetables from member growers to florists, garden centers, DIY chains, discounters, and food retailers across 8 European countries, operating Cash & Carry markets, a Dutch-clock auction JV, and temperature-controlled logistics.

Ownership category

akta.pro rank

Product category

Horticultural Wholesale Distribution

NAICS

Farm Product Warehousing and Storage (493130)

SIC

Wholesale-Farm Product Raw Materials (5150)

akta.pro primary industry

Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)

Keywords

• Horticultural wholesale
• Fresh produce distribution
• Cut flowers supply
• Cold chain logistics
• Producer cooperative marketing

Headquarters

HQ city

Straelen

HQ country

Germany

HQ region

Europe

Offices17 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Commission / Auction Fees: As a producer cooperative, Landgard markets produce from its member farms, earning commissions on transactions. The Veiling Rhein-Maas auction model is a key revenue mechanism.
2. Wholesale Trading: Landgard purchases and resells flowers, plants, fruits, and vegetables through its own Cash & Carry markets, distribution centers, and sales teams to retailers.
3. Logistics Services: Fresh Logistics System GmbH provides temperature-controlled transport, storage, cross-docking, and warehousing services for perishable goods as a standalone logistics subsidiary.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Landgard is a producer cooperative (Erzeugergenossenschaft) that markets cut flowers, potted plants, fruits, and vegetables from its member producers to retail buyers. It operates Cash & Carry wholesale markets, distributes through organized retail and direct sales channels, runs temperature-controlled logistics via its Fresh Logistics System subsidiary, and auctions ornamental plants through the Veiling Rhein-Maas joint venture with Royal FloraHolland.

Product overview

Landgard is a producer cooperative that operates as a unified platform for marketing flowers, plants, fruits, and vegetables. The core Landgard eG brand serves as the central hub, with specialized divisions for Flowers & Plants and Fruit & Vegetables forming the primary product categories. Supporting the core products are sub-brands including Landgard Bio (organic produce), Bloomways (florist services), and Fresh Logistics System (specialized cold-chain logistics). The Veiling Rhein-Maas joint venture provides auction-based trading. The organization offers service modules including sales promotion, distribution management, quality management, and complaint handling. Digital platforms such as mylandgard.de enable year-round online purchasing, while initiatives like '1000 gute Gründe' drive consumer marketing. Physical distribution flows through a network of Cash & Carry markets across Germany, Austria, and other countries, supplemented by the Ordertage trade fair service.

Differentiator

Problem solved

Functional benefit

Brands

• Bloomways: Florist wholesale distribution concept offering flowers and plants to florists
• 1000 gute Gründe
• IssSo
• Deutschland schmeckt
• IssBio
• Deutsche Gärtnerware
• Die Maus
• Biene Maja
• Fresh Logistics System
• Landgard Bio

Products and services

• Blumen & Pflanzen (Flowers & Plants) Core wholesale product category encompassing cut flowers, potted plants, and greenery sourced from European member producers and marketed through Cash & Carry markets and wholesale channels to florists, garden centers, DIY stores, discounters, and food retailers.
• Obst & Gemüse (Fruit & Vegetables) Fresh produce category covering the full range from apples to zucchini, sourced from German and European producers, supplied to organized retail (food retail, DIY chains) with structured supply agreements ensuring year-round availability and consistent quality.
• Landgard Bio Subsidiary marketing certified organic fruits and vegetables produced under EU-Bio, Naturland, Bioland, and Demeter standards, serving organic food retailers with traceable organic supply chain.
• Bloomways Florist wholesale distribution concept supplying flowers and plants to florists through dedicated branch locations in Berlin, Langerwisch, Chemnitz, Dresden, Erfurt, Griesheim, Gönnebek, Hannover, Herongen, Kaiserslautern, Kassel, Leipzig, Neuss, Nürnberg, Oberhausen, Oldenburg, Osnabrück, Paderborn, Werl, and Wien.
• Fresh Logistics System (FLS) Standalone logistics subsidiary providing temperature-controlled transport, storage, cross-docking, warehousing, and quality inspection services for flowers, plants, fruits, and vegetables, operating under HACCP and IFS Logistics compliance standards.
• Veiling Rhein-Maas Joint venture auction platform in Herongen operating a Dutch-clock auction system for ornamental plants, serving as a cross-border marketplace connecting producers and buyers from the Netherlands, Germany, Belgium, France, and other countries.
• Cash & Carry Markets Physical self-service wholesale markets across Germany allowing registered professional buyers (florists, garden centers, market traders) to select flowers, plants, and horticultural products directly from the shelves.
• mylandgard.de E-commerce webshop platform providing registered professional buyers with year-round digital access to browse and purchase plants and floristry products online.

Named customers5 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Royal FloraHollandcoreStrategic or Co-development PartnerRoyal FloraHolland and Landgard formed the Veiling Rhein-Maas joint venture, combining Germany's leading and the Netherlands' leading ornamental plant auction platforms. This cross-border partnership creates the largest ornamental horticulture marketplace in the Euregio region, serving producers and buyers from the Netherlands, Germany, Belgium, France, and other countries.
• PARK Compliance Services GmbH / Dr. Tobias EggersminorOthersLandgard has commissioned PARK Compliance Services GmbH and specifically attorney Dr. Tobias Eggers to operate its whistleblower reporting hotline as an independent, neutral ombudsperson. This third-party compliance service ensures confidentiality and anonymity for reporting potential legal violations or ethical concerns.
• Landesverband Gartenbau RheinlandminorStrategic or Co-development PartnerThe Landgard Stiftung partners with the Landesverband Gartenbau Rheinland to co-develop and deliver the 'Betriebswirt*in im Produktionsgartenbau' (Business Manager in Horticultural Production) certificate program.
• Landwirtschaftskammer Nordrhein-WestfalenminorStrategic or Co-development PartnerThe Landgard Stiftung partners with the North Rhine-Westphalia Chamber of Agriculture to co-develop and deliver the 'Betriebswirt*in im Produktionsgartenbau' certificate program for horticultural leadership.
• Bildungszentrum Gartenbau in EssenminorStrategic or Co-development PartnerThe Landgard Stiftung partners with the Essen Garden Centre Training Center to co-develop and deliver the 'Betriebswirt*in im Produktionsgartenbau' certificate program.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Bonduelle: French-headquartered global leader in processed and fresh vegetables. Comparable in European fresh produce scale and retail distribution, but more vertically integrated into processing rather than pure wholesale marketing.
• BayWa: German agribusiness conglomerate with activities spanning agricultural trading, produce, energy, and construction. Overlaps with Landgard in German horticulture sourcing and produce distribution but operates across broader categories.
• Dole plc: Global fresh produce major formed from the merger of Total Produce and Dole, distributing fruits and vegetables to retail and foodservice worldwide. Comparable in fresh produce scale and supply chain, but operates at much larger geographic scale.

Direct peers

• Greenyard: Belgian-headquartered global fresh produce supplier operating integrated growing, sourcing, and supply chain services for fruits and vegetables. Comparable in scale, fresh produce focus, and European B2B retail customer model.
• Special Fruit: Belgian fresh produce importer and supplier specializing in exotics, fruits, and vegetables for European retail. Comparable as a B2B fresh produce wholesaler serving similar retail customers, albeit with a smaller exotics-led assortment.
• Agravis Raiffeisen: Major German agricultural cooperative providing inputs, marketing, and logistics to member farmers across crop farming, livestock, and horticulture. Comparable in producer-owned cooperative structure and B2B agribusiness scale, though broader than Landgard's flower/produce focus.
• Royal FloraHolland: World's largest flower auction cooperative headquartered in the Netherlands. It is Landgard's joint venture partner in Veiling Rhein-Maas and directly competes in wholesale ornamental horticulture across Germany, Netherlands, Belgium, and France.

Emerging players

• Florensis: Netherlands-based young plant producer breeding and propagating ornamental flowers and plants. Upstream input supplier and adjacent player in European ornamental horticulture with partial overlap to Landgard's flowers and plants business.
• Dümmen Orange: Dutch-based leading breeder and propagator of ornamental cut flowers, potted plants, and bedding plants. Adjacent in the European ornamental value chain and an upstream input supplier to Landgard's ornamental wholesale business.

Regional players

• Veiling Holambra: Brazilian flower and ornamental plant auction cooperative, the largest of its kind in Latin America. Comparable cooperative auction model for ornamental plants serving a major producing region, but operating in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/landgard_fachhandel

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries10 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 Landgard