What Schoneveld Breeding does

Schoneveld Breeding is a Dutch horticultural company founded in 1930, headquartered in Wilp, Netherlands, that breeds and produces F1 hybrid flowering pot plants for commercial growers, young plant producers, and retail chains worldwide. The company's portfolio centers on the Cyclamen Super Serie (spanning Micro, Mini, Midi, and Large size categories) and extends across multiple genera including Illusia, Gerbera Joybera, Gaultheria Ciao Bella, Primula (Touch Me, Paradiso, Perola), Ranunculus Sprinkles, and Campanula. Underlying these products is a proprietary F1 hybrid breeding pipeline supported by molecular marker technology, full genome mapping of Cyclamen varieties, and digital phenotyping infrastructure (Fenovatie) that uses cameras and sensors to continuously measure plant traits such as height, flowering speed, and disease resistance.

The company generates revenue primarily through one-time sales of F1 hybrid seeds and young plants, supplemented by growing support services. Distribution is handled by a direct sales force of regional Area Managers covering North and Central Europe, South Europe, Asia/Middle East and Oceania, North America, and South America, alongside a customer-facing PlantXperience visitor center in Wilp. Schoneveld Breeding holds 25+ registered product trademarks (including ILLUSIA, SUPER SERIE, JOYBERA, DRAGON, and CAMPANULA FLORENTES), MPS-ABC environmental certification, and is a core partner in the Breeding Accel collaboration with five other Dutch breeding companies, which operates a shared molecular lab at the PlantXperience facility. In 2025, the company became part of the De Groot en Slot family business, and operates a secondary production facility in Tanzania currently being equipped with solar thermal heating to replace diesel for greenhouse climate control.

Name

Schoneveld Breeding

Legal name

Schoneveld Breeding

Website

https://schoneveld-breeding.com

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

101–250 employees

Short description

Schoneveld Breeding is a Dutch F1 hybrid plant breeding company that develops and sells flowering pot plant genetics (Cyclamen, Primula, Gerbera, Gaultheria, Illusia, Ranunculus, Campanula) to commercial growers and young plant producers globally, supported by molecular marker technology and digital phenotyping.

Ownership category

akta.pro rank

Product category

Ornamental Plant Breeding & Seed Production

NAICS

Greenhouse, Nursery, and Floriculture Production (1114), Floriculture Production (111422), Nursery and Floriculture Production (11142)

akta.pro primary industry

Plant Breeding & Variety Development (Conventional) (AFAGAIAF)

akta.pro secondary industries

Biotechnology & Gene-Edited Trait Development (AFAGAIAG), Seed Distribution & Wholesale (Channel Sales) (AFAGAIAM), Nursery Stock & Propagule Production (Cuttings, Rootstocks, Grafts) (AFAGAIAO)

Keywords

• F1 hybrid breeding
• Flowering pot plants
• Ornamental horticulture genetics
• Horticultural seed production
• Plant breeding technology

Headquarters

HQ city

Wilp

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. F1 Seed and Plant Sales: Schoneveld Breeding generates revenue through the sale of F1 hybrid seeds and young plants to commercial growers and young plant producers worldwide. Their product portfolio includes flowering pot plants across multiple genera including Cyclamen, Primula, Gerbera, Gaultheria, Illusia, Ranunculus, and Campanula.
2. Growing Support Services: The company provides growing support and technical assistance to customers as part of their value proposition, helping growers achieve optimal results with their genetics.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Schoneveld Breeding breeds and produces a new generation of F1 hybrid flowering pot plants across seven genera (Cyclamen, Illusia, Gerbera, Gaultheria, Primula, Ranunculus, Campanula), supplying seeds and young plants to commercial growers and young plant producers worldwide. The company complements its genetics with technical growing support, area manager consultation, and the PlantXperience training facility in Wilp. Its core offering is anchored by the Cyclamen Super Serie line organized into Micro, Mini, Midi, and Large sub-series optimized for specific climates and seasons.

Product overview

Schoneveld Breeding is a seed breeding and production company specializing in F1 hybrid flowering pot plants. The company operates as a unified product portfolio centered around its Cyclamen Super Serie line (spanning Micro, Mini, Midi, and Large sizes) supplemented by diverse genera including Illusia, Gerbera Joybera, Gaultheria Ciao Bella, Primula (Touch Me, Paradiso, Perola), Ranunculus Sprinkles, and Campanula. The Super Serie Cyclamen forms the core offering with sub-series optimized for different seasons (Verano for summer, Mini Winter for winter) and climate conditions (heat-tolerant Leopardo/Elegante/Verano trio). Supporting services include growing support, area support, and PlantXperience visitor facility. The company creates Plant X-tra Value by combining strong genetics, growing support, and market introductions.

Differentiator

Problem solved

Functional benefit

Brands

• Super Serie: Premium line of Cyclamen varieties including mini, midi, and large series with heat and cold tolerance
• Breeding Accel
• PlantXperience
• Illusia
• Gerbera Joybera
• Gaultheria Ciao Bella

Products and services

• Cyclamen Super Serie Comprehensive line of Cyclamen persicum F1 hybrid varieties across four size categories (Micro, Mini, Midi, Large), bred for year-round production, uniform flowering, and climate tolerance including heat and cold resistant series. Sold to commercial growers and young plant producers worldwide.
• Illusia F1 Innovative F1 hybrid flowering pot plant with unique upward-facing flowers featuring a contrasting eye and beard-like detail. Award-winning novelty (IPM Novelty 2025) with exceptional shelf life and compact growth.
• Gerbera Joybera F1 Uniform F1 hybrid Gerbera jamesonii with exceptional flowering, 3+ flowers per bloom, excellent shelf life of 4-5 weeks, and high harvest efficiency (90-95% in first pass).
• Gaultheria Ciao Bella F1 First F1 hybrid Gaultheria procumbens from seed, offering unprecedented uniformity and quality with dark green foliage and consistent berry production.
• Primula Touch Me Primula series available in Mini, Midi, Large, Original, and Pricanto varieties, bred for uniformity and reduced chemical requirements during cultivation.
• Primula Paradiso Primula acaulis series marketed as #1 uniform series, available in Early, Mid, Late, and Double variants, requiring less chemicals and labor than competing varieties.
• Primula Perola F1 F1 Primula variety bred for strong genetics and consistent performance.
• Ranunculus Sprinkles Ranunculus asiaticus series in Dwarf and Original variants, bred for spring cultivation with quality, uniformity, and healthy plant characteristics.
• Campanula Campanula varieties including Saphira Elara (faster growing Campanula carpatica), Ambella (portenschlagiana), and Adansa (poscharskyana).
• Cyclamen Avalon F1 Botanical Cyclamen hederifolium expansion from Schoneveld Breeding.
• Super Serie Dragon (F1 blue Cyclamen) First F1 blue Cyclamen variety, part of the Blue Collection. Revolutionary innovation in Cyclamen breeding.
• Super Serie Fusion Midi Bicolor midi Cyclamen with two-tone flower petals, available in Neon Pink, Violet, and Wine Red.
• PlantXperience Facility Tours Guided 2-hour tours of Schoneveld Breeding's high-tech, sustainable Wilp facility including coffee/tea, designed for customers, business relations, students, and consumers to experience the company's operations and breeding program.
• PlantXperience Meeting and Event Spaces Rental of meeting and event spaces at PlantXperience in Wilp: Room Cyclaam (€250/session, max 60), Room Campanula (€150/session, max 14), Room Acaulis (€100/session, max 8, includes lunch), and Flex workspace (€25/session with coffee, tea, wifi), used for presentations, trainings, meetings.

Quantifiable outcome

• Growers can harvest 90-95% of Gerbera Joybera production in first pass due to extreme uniformity
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Breeding AccelcoreStrategic or Co-development Partner · 1 January 2014Collaboration of six breeding companies (KP Holland, Interplant Roses, Schoneveld Breeding, Sion Young Plants, Fresh Forward, and Royal Van Zanten) that combines knowledge, research and technology to accelerate breeding cycles. Partners share modern breeding techniques for practical crop improvement. Breeding Accel operates a shared molecular lab in Schoneveld's PlantXperience facility and has received POP3 subsidy from Provincie Gelderland for marker research.
• De Groot en SlotcoreStrategic or Co-development PartnerSchoneveld Breeding became part of the De Groot en Slot family business. Together the companies see a future where they can make strides in sustainability and innovation in the agricultural sector.
• Fresh ForwardminorStrategic or Co-development PartnerCo-applicant with Schoneveld Breeding for POP3 subsidy from Provincie Gelderland for marker research equipment. Both are partners within the Breeding Accel collaboration.
• Danish BreederminorStrategic or Co-development PartnerCollaboration with a Danish breeder in the development of Gerbera Joybera, working together to create a new standard in Gerberas with improved uniformity and shelf life.
• Breeders AvenuecoreGTM or Marketing PartnerJoint exhibition venue during FlowerTrials combining 7 breeders (ABZ Seeds, Brandkamp, Hem Genetics, Hortinno, Scheurs, Takii, and Schoneveld Breeding) at one location in Kudelstaart, Netherlands for efficient customer visits during trade events.

Scale indicators3 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Dümmen Orange: One of the world's largest ornamental plant breeders with a broad portfolio of pot plants, bedding plants, and cut flowers. Competes with Schoneveld across multiple genera including Cyclamen, Primula, and Gerbera, and operates at significantly greater scale with vertically integrated production.
• Syngenta Flowers: Global flower and ornamental seed breeder with a broad F1 hybrid portfolio across pot plants, bedding, and cut flowers. Directly comparable to Schoneveld as a competing F1 hybrid ornamental breeder, but operates at much larger scale with significantly broader crop coverage and a globally integrated distribution network.
• Ball Horticultural Company: Major US-based horticultural breeder and distributor with extensive F1 hybrid ornamental genetics across multiple genera. Comparable to Schoneveld in breeding focus, but operates a much broader distribution footprint including Wave, Burpee, and Darwin Perennials brands.

Direct peers

• Takii Europe: European arm of Japanese flower and vegetable seed breeder Takii & Co., with a strong portfolio in F1 hybrid ornamentals and pot plants. Co-exhibits with Schoneveld in the Breeders Avenue joint venue during FlowerTrials and competes in the same commercial grower segment.
• Brandkamp: German F1 hybrid ornamental breeder with a strong portfolio in pot plants, Pelargonium, and Cyclamen. Co-exhibits with Schoneveld in the Breeders Avenue joint venue during FlowerTrials and serves the same commercial grower customer base across Europe.
• Sakata Ornamentals: Specialized F1 hybrid ornamental breeder with a strong Primula, Cyclamen, and pot plant portfolio serving global commercial growers. Closely comparable to Schoneveld in product category (F1 hybrid flowering pot plants), customer base (commercial growers), and go-to-market model.
• KP Holland: Dutch-based pot plant and bedding plant breeder that is a direct co-partner with Schoneveld in the Breeding Accel collaboration. Comparable in scale, product focus (flowering pot plants), and Dutch B2B ornamental breeding model.
• Royal Van Zanten: Dutch ornamental breeder specializing in pot plants, Chrysanthemum, and cut flowers, and the most recent partner to join the Breeding Accel collaboration. Comparable to Schoneveld as a Dutch-based, F1 hybrid-focused pot plant breeder serving the same global commercial grower channel.
• Hem Genetics: Dutch-based F1 hybrid ornamental seed breeder specializing in pot plants and bedding plants, and a co-exhibitor with Schoneveld in the Breeders Avenue joint venue during FlowerTrials. Closely comparable in size, product category, customer base, and European B2B go-to-market model.
• PanAmerican Seed: Specialized F1 hybrid flower and ornamental seed breeder owned by Ball Horticultural, with a strong portfolio in pot and bedding plants. Directly competes with Schoneveld in F1 hybrid ornamentals for commercial growers and operates with a similarly technology-driven breeding approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Schoneveld_NL
• Facebookfacebook.com/schoneveldbreeding

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Schoneveld Breeding