Master Green

Name

Master Green

Legal name

Mäster Grön / SydGrönt Ekonomisk Förening

Website

https://mastergron.se

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Ornamental Horticulture

NAICS

Nursery and Floriculture Production (11142), Greenhouse, Nursery, and Floriculture Production (1114)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

akta.pro secondary industries

Protected Cultivation of Specialty Crops (Orchids, Bonsai, Exotics) (AFAGAHAH), Greenhouse Herb & Microgreens Production (Culinary Herbs, Microgreens) (AFAGAHAC)

Keywords

• Potted plants
• Bedding plants
• Ornamental horticulture
• Swedish-grown plants
• Greenhouse cultivation

Headquarters

HQ city

Helsingborg

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Plant Sales: Mäster Grön supplies Swedish-grown potted plants and bedding plants to retailers including garden centers, grocery chains, and florists across Sweden through grower-coordinated distribution.
2. Webshop Portals: Online sales portals including WebShopen for direct consumer ordering of plants and related products.
3. Member Services and Coordination: Production coordination, sales management, and logistics services provided to member growers through the SydGrönt cooperative structure.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Master Green is Sweden's largest grower-owned supplier of potted and bedding plants, coordinating production, sales, and marketing for approximately 750 member growers under the SydGrönt Ekonomisk Förening cooperative. The company supplies seasonal ornamental plants including pelargoniums, pansies, summer dahlias, poinsettias, herbs, vegetables, and exotic aroids through a nationwide retail network of garden centers, grocery chains, and florists.

Product overview

Mäster Grön is Sweden's largest grower-owned supplier of potted plants and bedding plants, founded in the 1950s. The company operates as a cooperative network of regional plant growers offering seasonal ornamental plants including Pelargons (Årets Pelargon campaign), Pansies (Årets Pensé), Summer Flowers (Årets Sommarblomma), and Victoriadahlia. Their portfolio spans flowering potted plants, summer dahlias, poinsettias, herbs, vegetables, mini gardens, exotic aroids, and pollinator-friendly plants. Since 2024, the brand is owned and managed by SydGrönt Ekonomisk Förening. Products are sold through garden centers, food retailers, and florists across Sweden.

Differentiator

Problem solved

Functional benefit

Brands

• Årets Pelargon: Annual geranium of the year campaign showcasing selected geranium varieties
• Årets Pensé
• Årets Sommarblomma
• Victoriadahlia
• Miniträdgård i Kruka
• Vårflört
• RomanticGarden
• ConfettiGarden Longlife
• Garden Wildlife
• Aroider - Exotiska rariteter

Products and services

• Potted Plants (Krukväxter) - Core Range Sweden's largest grower-owned range of seasonal ornamental potted plants, including flowering krukväxter (blommande krukväxter) and leafy varieties (krukväxter med fina blad) for indoor and outdoor use, supplied to retailers across Sweden.
• Pelargoniums (Pelargoner) Pelargoniums including the annual Pelargonium of the Year (Årets Pelargon) selection, fragrant pelargoniums (doftpelargon), and the love-themed Kärlekspelargon, targeted at Swedish consumers and garden retailers.
• Pansies and Spring Bedding Plants (Penséer / Vårens utplanteringsväxter) Spring bedding plants led by the Pansy of the Year (Årets Pensé) campaign, plus other spring utplanteringsväxter (outdoor bedding plants) for Swedish consumers.
• Summer Dahlia (Sommardahlia) Summer dahlias in Maxi (large), Midi (medium), and Anemone-flowered varieties, including the award-winning Starburst Pink series, supplied for summer retail.
• Poinsettias (Julstjärna) and Christmas Potted Plants Christmas potted plants including poinsettia varieties such as Jester, Fantasy Star, Autumn Friends, and modern color selections for the holiday season in Sweden.
• Mini Gardens in Pots (Miniträdgårdar i Kruka) Pre-designed potted mini gardens combining thriller-filler-spiller plant recipes for various seasons and occasions, including premium frost-tolerant Vårflört, RomanticGarden, and ConfettiGarden Longlife concepts.
• Herb and Vegetable Plants (Krydd- och Grönsaksplantor) Pre-cultivated herbs, tomatoes, chilies, strawberries, and edible flowers for home gardening, sourced from Swedish growers such as Kålaberga.
• Aroids / Exotic Houseplants (Aroider - Exotiska rariteter) Exotic aroid houseplants including Monstera, Philodendron, and Alocasia varieties targeted at indoor plant consumers in Sweden.
• Living Garden (Levande Trädgård) Plants Pollinator-friendly outdoor plants including Daggsalvia (cloud sage), Sommarrudbeckia, and compact Trädgårdsskära for biodiversity-promoting gardens.
• Autumn and Winter Flowering Potted Plants Seasonal autumn and winter flowering potted plants including Höststjärna (Autumn Friends), Våreld, Höstglöd, and other pink-toned varieties for Swedish consumers.

Quantifiable outcome

• Two kronor per Victoriadahlia plant donated to Kronprinsessan Victorias fond supporting youth with disabilities

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• Kronprinsessan Victorias fondflagshipGTM or Marketing Partner · 1 January 2025Charitable foundation supported through the Victoriadahlia campaign where two kronor per plant is donated to support meaningful leisure activities for children and youth with disabilities and chronic illnesses.
• Karl FredrikflagshipGTM or Marketing Partner · 1 January 2025Swedish gardening personality and media figure serving as ambassador for Årets Pensé 2026. Represents the campaign with his media engagement and passion for Swedish-grown pansies.
• Victoria SkoglundflagshipGTM or Marketing Partner · 1 January 2025Swedish gardening personality and TV personality serving as ambassador for Årets Pelargon 2025.
• SydGrönt Ekonomisk FöreningcoreOthersSydGrönt Ekonomisk Förening is the owner and administrator of the Mäster Grön brand since 2024. The cooperative coordinates production, sales, and marketing for member growers across Sweden.
• BlomsterfrämjandetcoreStrategic or Co-development PartnerSwedish ornamental plant promotion organization that runs annual plant of the year campaigns including Årets Pensé, Årets Pelargon, and Årets Sommarblomma in collaboration with Swedish growers and breeders.
• Danish Growers NetworkminorStrategic or Co-development PartnerCollaborative relationships with Danish growers located primarily on the island of Funen (Fyn), a major center of Danish ornamental plant production, specializing in campanula, hydrangea, roses, and hibiscus.
• German Growers Network (Central Germany)minorStrategic or Co-development PartnerPartnerships with growers in central Germany near the Ruhr region, specializing in heather (Calluna), herb plants, and nursery stock. Includes collaboration with Volmary, a major European herb plant breeder.
• Member Growers (Trädgårdsmästarna)coreOthersApproximately 750 Swedish greenhouse operators and nurseries organized as members of the Trädgårdsmästarna association, forming the production base for Mäster Grön products. Includes individual operations like Segers Handelsträdgård, Tågerups Trädgård, and others.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Others

• Blomsterlandet: Major Swedish garden center chain that is a key retail customer of Mäster Grön, representing the retail side of the value chain. Comparable end-market exposure but operates the downstream retail channel rather than wholesale supply.
• Plantagen: Nordic garden center chain and key Mäster Grön retail customer, representing retail distribution to Swedish and Nordic consumers. Operates downstream retail channel and shares end-market exposure with Mäster Grön.
• Royal FloraHolland: World's largest flower and plant auction providing marketplace infrastructure. Related ecosystem player in the European ornamental plant supply chain but operates a fundamentally different auction-based business model.

Direct peers

• Landgard eG: Major German cooperative for ornamental plants and produce with similar grower-owned structure coordinating production and sales for member growers across Germany. Highly comparable cooperative business model serving European plant retail.
• Volmary GmbH: Major European plant breeder and supplier specializing in herbs, vegetables, and bedding plants, with whom Mäster Grön has a direct strategic partnership. Comparable in product categories and European supply role.
• GASA Group: Danish horticultural cooperative with similar model of coordinating member growers and supplying plants to retail across Northern Europe. Directly comparable cooperative structure and ornamental plant focus.

Broad incumbents

• Dümmen Orange: Global leader in ornamental plant breeding and production. Represents large-scale integrated competition in the same plant categories, with broader international reach and breeding capabilities than Mäster Grön's cooperative model.
• BayWa AG: Large German agricultural cooperative with broader scope including horticulture, energy, and building materials. Provides comparable cooperative governance and integrated supply chain, though with much wider portfolio than Mäster Grön.
• Syngenta Flowers: Global flower seed and breeding company operating in the ornamental plant value chain with much broader international reach and R&D resources. Competes indirectly through shared retail channels.

Regional players

• Flora Dania: Danish grower association with similar cooperative structure serving the Danish market. Comparable cooperative model in neighboring Nordic geography, with whom Mäster Grön has collaborative relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/MasterGron
• Facebookfacebook.com/mastergron
• Instagraminstagram.com/mastergron

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Master Green