Tomatoworld
Tomatoworld is a Dutch non-profit foundation operating a public greenhouse exhibition and technology fieldlab in Westland, Netherlands, where horticulture companies test and validate data-driven autonomous growing, AI, and robotics in a commercial tomato crop.
- Company typePrivate
- Founded2007
- HeadquartersHonselersdijk, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Tomatoworld does
Tomatoworld is a Dutch non-profit foundation (Stichting Tomatoworld) founded in 2008 by six tomato growers operating under Greenco and The Greenery BV, headquartered in Honselersdijk, Westland. The organization operates a 500 m² public exhibition greenhouse — described as the only publicly accessible greenhouse in the Netherlands — providing multilingual guided tours (Dutch, English, German, French, Spanish), space rental for corporate events, and educational programming for schools, governments, and international delegations. Beyond the visitor experience, the site functions as a Field and Innovation Lab where technology companies test, validate, and demonstrate greenhouse innovations, with the entire greenhouse operation now running on Data Driven Autonomous Growing (DDAG) methodology backed by Hoogendoorn's IIVO process automation and the LetsGrow data platform.
The lab's technology portfolio spans 5G, IoT, AI, computer vision, autonomous robotics, and digital-twin infrastructure, organized around the proprietary Hortivation Point — a 3D coordinate reference (X, Y, Z) integrated into a Greenhouse Information System that allows sensors, cameras, and robots to share a unified location language. Active research projects include Fermata's Croptimus (pest and disease detection via computer vision), Vivent Biosignals' plant-electrical-signal-driven irrigation, the Inaho harvesting robot for snack tomatoes, the Automated Card Hanging System (ACHS) for biological pest control (developed under the RoboCrops/NXTGEN Hightech program), and SenseNL CARA MET root-zone monitoring.
The business model blends earned and grant-funded revenue streams: recurring B2B partnership subscriptions (€1,000 Friend tier, €7,500 Basic Partner, €15,000+ Fieldlab partnerships); per-event specialist bookings (€75 per half hour); guided tour fees; and space rental. The fieldlab is also embedded in public-sector co-funding programs including the Greenport Fieldlabs Voucher Scheme (Advice/Settlement/Pilot vouchers up to €50K), the EU/Do IoT consortium (2023–2025), the NXTGEN Hightech National Growth Fund, and AI Coalition 4 NL. Customer segments span horticulture technology vendors, educational institutions, growers, governments/policymakers, and tour operators, with the primary commercial segments being high-tech companies that need a realistic operational validation environment.
Tomatoworld firmographics
Firmographics- Name
- Tomatoworld
- Legal name
- Stichting Tomatoworld
- Website
- https://tomatoworld.nl
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Tomatoworld is a Dutch non-profit foundation operating a public greenhouse exhibition and technology fieldlab in Westland, Netherlands, where horticulture companies test and validate data-driven autonomous growing, AI, and robotics in a commercial tomato crop.
- Ownership category
- akta.pro rank
Tomatoworld industry classification
Industry- Product category
- Horticulture Experience and Innovation Services
- NAICS
- Food Crops Grown Under Cover (11141), Greenhouse, Nursery, and Floriculture Production (1114)
- SIC
- Agricultural Production-Crops (100), Agricultural Services (700)
- akta.pro primary industry
- Greenhouse Vegetable Production (Tomatoes, Cucumbers, Peppers, Leafy Greens) (AFAGAHAA)
- akta.pro secondary industry
- Agroforestry & Perennial Cropping Systems (EUABABAD)
Keywords
Where Tomatoworld is headquartered
LocationHeadquarters
- HQ city
- Honselersdijk
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Tomatoworld business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Guided Tours: Visitors pay for guided tours of the greenhouse experience, with options for education, combitours, taste tours, and online tours
- Space Rental: Companies and organizations rent space for meetings, presentations, events, and business activities
- Partnership Programs: Annual partnership fees ranging from €1,000 (Friend) to €7,500 (Basic Partner) to €15,000+ for fieldlab partnerships, providing year-round visibility, credits, and networking access
- Specialist Booking: Additional fees for specialized expert presentations during tours at €75 per half hour
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Basic Partner - Annual membership with visibility and networking benefits |
| Subscription | Annual | Friend - Entry-level annual support membership |
| Subscription | Multi-year contract | Fieldlab Partnership - Technology testing and validation |
| Other | Pay-as-you-go | Specialist Booking - Expert presentations during tours |
| Other | Pay-as-you-go | Voucher Programs - Innovation subsidies for SMEs |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Tomatoworld product offering
Product offeringCore offering
Tomatoworld operates a 500 m² public greenhouse exhibition and a Field and Innovation Lab in Westland, Netherlands, offering guided tours (education, combitour, taste, online), event space rental, and a B2B partnership program that gives technology companies access to an operational tomato greenhouse for testing and validation of data-driven autonomous growing, AI, robotics, and IoT solutions.
Product overview
Tomatoworld is an experiential world and field/innovation lab focused on Dutch greenhouse horticulture. The organization operates a 500 m2 public exhibition greenhouse in Westland, The Netherlands — the only greenhouse open to the public in the country — offering guided tours, space rental, and training programs. Its core offering is a Field and Innovation Lab where high-tech companies, startups, and students test, validate, and demonstrate technologies for data-driven autonomous growing (DDAG) and robotics. The greenhouse runs fully on DDAG methodology combined with Plant Empowerment principles, facilitated through integrations with Hoogendoorn IIVO climate automation and Let's Grow data platform. Specific projects include the Automated Card Hanging System (ACHS) for biological pest control, the Inaho harvesting robot, Vivent Biosignals plant-controlled irrigation, the Hortivation Point (GIS-based 3D positioning system), and the Do IoT 5G greenhouse project. Training offerings include the Dutch Horti Platform, cybersecurity workshops, and hackathons. The site also supports the Greenport Fieldlabs Voucher Scheme for SME innovation funding.
Differentiator
Problem solved
Functional benefit
Products and services
- Greenhouse Experience & Exhibition A 500 m² exhibition in Westland, Netherlands, showcasing sustainable and advanced Dutch greenhouse food production; the only publicly accessible greenhouse in the country, offering sensory experiences that raise awareness of global food challenges.
- Guided Tours Expert-led tours of the greenhouse available in multiple languages, covering sustainable cultivation methods, innovative techniques, and Dutch horticultural cluster knowledge. Options include Education tours, Combitour Taste & Feel, Taste and Taste, and Online tours.
- Space Rental & Events Meeting rooms, presentation spaces, and event facilities available for corporate rental. Includes packages with optional specialist bookings (e.g., Nico Ammerlaan for cultivation, Jan Enthoven for autonomous growing & robotics, Jos van Mil for horticulture and packaging).
- AI in Greenhouse Horticulture Demonstration and validation programme of AI technologies tested in an operational tomato greenhouse, including plant feedback and biosignals, pest/disease recognition with cameras, autonomous irrigation strategies, harvest and crop robots, digital twins, and predictive models for cultivation optimization.
- Data Driven Autonomous Growing (DDAG) Fieldlab and Learning & Demonstration Center offering Data Driven Autonomous Growing methodology combined with Plant Empowerment, where international growers and investors experience autonomous cultivation implemented via Hoogendoorn IIVO and the Let's Grow data platform.
- Partnership Program Tiered annual partnership offering visibility, networking, meeting-room credits, guided tour credits, working group participation, logo placement, and (for Fieldlab Partners) greenhouse testing and validation access to technology companies and industry stakeholders.
- Dutch Horti Platform Training Training and professional development programmes for the horticulture sector, including cybersecurity workshops, hackathons, and partner events, serving as a hub connecting companies, students, and startups.
- Greenport Fieldlabs Voucher Scheme Innovation funding scheme for SMEs in South Holland, providing Advice Vouchers (max €15,000 at 100% subsidy), Settlement Vouchers (max €15,000 at 50% subsidy), and Pilot Vouchers (max €50,000 at 50% subsidy) for testing and developing technologies in the Tomatoworld fieldlab.
Quantifiable outcome
- 100% customer satisfaction goal on every visit
- +3 more outcomes
Companies that use Tomatoworld
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles3 records
Tomatoworld technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability10 records
Feature4 records
Tomatoworld partnerships and signals
Strategic signalPartnerships
22 partnerships are on record, tiered core and minor.
- GreencocoreFounding partner of Tomatoworld. International grower and packager of snack vegetables (snack tomatoes, snack peppers, snack cucumbers) under the Tommies brand. Co-founder that helped establish the Tomatoworld vision.
- The Greenery BVcoreFounding partner of Tomatoworld, representing the Greenery cooperative in horticulture
- Koppert NetherlandscoreBiological pest control specialist conducting trials on Macrolophus predatory bugs for tomato cultivation at Tomatoworld
- Dutch Sino Business PromotionsminorStrategic partner facilitating Dutch-Chinese business relations and network expansion in horticulture
- SenseNLcoreTechnology company with CARA MET wireless sensors for precise root zone monitoring in horticulture
- Royal BrinkmancoreLeading supplier for professional greenhouse horticulture with approximately 30,000 products and solutions
- GreenwearminorWorkwear company providing virus-free clothing specifically designed for horticulture and agro sector
- HeliospectracoreLED lighting specialist with MITRA X R80 fixtures and helioCORE/helioSENSE control systems for dynamic horticultural lighting
- Rijk ZwaancoreTop 5 vegetable breeding company worldwide with operations in 100+ countries, 2000+ employees, developing improved vegetable varieties
- Hi DeltaminorNetwork organization connecting stakeholders in the technical sector in South Holland
- Vivent BiosignalscorePioneering biosensor technology detecting electrical signals in plants for early stress detection and plant-driven irrigation
- Hoogendoorn Growth Managementcore55+ year leader in process automation systems for horticulture including IIVO and iSii climate control systems
- LetsGrow.comcoreLeading data platform in horticulture enabling data-driven growing with Expert Intelligence, tools, and growth models
- Gemeente WestlandminorMunicipality supporting the Westland region, heart of Dutch greenhouse horticulture
- RoboCropscoreProgram connecting growers, technology, science, and government for head-free and hands-free growing, part of NXTGEN Hightech Agrifood
- Panorama StudiosminorCommunication partner, advertising agency, developer, and design studio for Tomatoworld's marketing materials
- Do IoT FieldlabcoreTU Delft test facility for wireless innovations including 5G in horticulture, partner in Do IoT for Greenhouse Horticulture project
- AI Coalition 4 NLminorNational AI coalition driving responsible AI transition in the Netherlands, formed from NL AIC and AiNed program merger
- NXT GEN HightechcoreNational Growth Fund program investing €1 billion until 2030 with 450M from National Growth Fund, developing autonomous food production technology
- Greenport West-HollandcoreRegional development organization supporting horticulture innovation and sustainability in South Holland
- TU DelftcoreTechnical university contributing research and innovation expertise, part of Do IoT for Greenhouse Horticulture project
- TNOcoreApplied research organization contributing to Hortivation Point and other innovation projects
Scale indicators6 records
Recent moves8 records
Expansion highlights5 records
Tomatoworld competitors and assessment
Company assessmentOthers
- InnovationQuarter: Regional development agency for South Holland that actively supports horticulture innovation, including co-funding of Hortivation Point at Tomatoworld. Adjacent enabler: not a direct peer, but a key funding/ecosystem partner influencing Tomatoworld's project pipeline and visibility.
- Botanic Gardens Conservation International (BGCI): Global network for botanic gardens, supporting education, conservation, and visitor programming. Adjacent: not a direct competitor, but representative of the educational/visitor horticulture-center category in which Tomatoworld operates.
Broad incumbents
- GreenTech Amsterdam: Leading international trade exhibition for horticulture technology held in Amsterdam, organized by RAI Amsterdam. Comparable as a convener of horticulture technology buyers, growers, and innovators, with a focus on event-driven marketing and demo rather than permanent visitor experience.
- Wageningen University & Research (WUR) Greenhouse Horticulture: WUR's Wageningen campus operates extensive greenhouse research facilities (Unifarm, BU Greenhouse Horticulture) used for testing and validation in Dutch horticulture. Comparable as a research-driven field-lab and demonstration site, though broader in scope (crops, post-harvest, food systems) and not commercially visitor-driven.
- Delphy: Dutch consultancy and knowledge company providing crop advice, training, and applied research across greenhouse horticulture, including digital growing and autonomous cultivation projects. Comparable in offering data-driven growing expertise and educational programs, though with a commercial services model rather than an experience-center format.
Emerging players
- Botany Bay (UK horticulture experience centers): Eden Project and similar UK/EU visitor-attraction greenhouses combine public education on sustainable food with operational horticulture. Comparable in the agritourism/experience-center model, but with a different regional focus and not an active technology validation field lab.
- PlantLab: Dutch vertical-farming technology company using fully controlled indoor environments with data-driven growing and AI. Comparable in its data-driven autonomous growing ethos and Dutch agritech positioning, but focused on indoor/vertical farming rather than greenhouse visitor experience.
Direct peers
- Demokwekerij Westland: Practical research and demonstration greenhouse in Westland focused on testing and validating new cultivation techniques, technology, and sustainable practices. Direct peer in field-lab testing, partner ecosystem, and Westland-based horticulture innovation services.
- World Horti Center: Knowledge and innovation center in Naaldwijk (also in Westland) combining a greenhouse demonstration site, education programs, and business accommodation for horticulture tech companies. Direct peer because it competes for international delegations, partner companies, and field-lab projects in the same Dutch horticulture cluster.
Regional players
- Garden of the Future / Gardens by the Bay: Singapore's large-scale public garden featuring climate-controlled biomes (conservatories) that demonstrate sustainable horticulture at scale to international visitors. Comparable in operating a public-facing horticulture showcase, but Asia-focused and not a technology validation field lab.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Tomatoworld social profiles
Digital presenceTomatoworld financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tomatoworld leadership team
Management profileNumber of profiles
Profiles6 records
Tomatoworld funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tomatoworld M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tomatoworld
What does Tomatoworld do?
Tomatoworld operates a 500 m² public greenhouse exhibition and a Field and Innovation Lab in Westland, Netherlands, offering guided tours (education, combitour, taste, online), event space rental, and a B2B partnership program that gives technology companies access to an operational tomato greenhouse for testing and validation of data-driven autonomous growing, AI, robotics, and IoT solutions.
Is Tomatoworld a public or private company?
Tomatoworld is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Tomatoworld founded?
Tomatoworld was founded in 2007. It employs 1 to 10 people.
Where is Tomatoworld based?
Tomatoworld is headquartered in Honselersdijk, Netherlands, in the Europe region.
How does Tomatoworld make money?
Four revenue lines are on record. Guided Tours are the primary driver. The others are space Rental, partnership Programs and specialist Booking.
Who are Tomatoworld's main competitors?
Others on record are InnovationQuarter and Botanic Gardens Conservation International (BGCI). Broad incumbents are GreenTech Amsterdam, Wageningen University & Research (WUR) Greenhouse Horticulture and Delphy. Emerging players are Botany Bay (UK horticulture experience centers) and PlantLab. Direct peers are Demokwekerij Westland and World Horti Center. Garden of the Future / Gardens by the Bay is listed as a regional player.
Does Tomatoworld have an API?
No public API is recorded for Tomatoworld.
What industry is Tomatoworld in?
Tomatoworld's product category is Horticulture Experience and Innovation Services. Its primary akta.pro industry code is AFAGAHAA, Greenhouse Vegetable Production (Tomatoes, Cucumbers, Peppers, Leafy Greens), with a secondary code of EUABABAD, Agroforestry & Perennial Cropping Systems. Its NAICS code is 11141 and its SIC code is 100.