What Urgenda does

Urgenda is a Dutch sustainability foundation founded in 2007 by Marjan Minnesma and headquartered in Zaandam, the Netherlands. The organization operates a portfolio of climate and sustainability campaigns, with the 1001ha program as its flagship initiative — providing subsidies and transition support to more than 3,500 Dutch farmers converting to sustainable agricultural practices. Urgenda also runs Meer Bomen Nu, a tree-planting campaign engaging over 33,000 citizens, and the 7-vinkjesproject, alongside supplementary sub-campaigns covering biodiverse buffer strips and pesticide regulation guidance. The organization is best known for winning the landmark Urgenda v. Netherlands climate case (2015-2019), in which the Dutch Supreme Court ruled that the government has a legal duty of care to protect citizens from climate change — a first-of-its-kind precedent with global influence.

Urgenda's business model is that of a non-profit foundation. It does not generate revenue through commercial sales; instead, funding flows from three primary channels: individual donations, corporate and institutional partnerships (most notably the Postcodeloterij national lottery), and government grants from Dutch provinces and municipalities (e.g., a €100,000 grant from the province of Groningen). The organization serves three distinct stakeholder groups: farmers (program participants and beneficiaries of subsidies), individual citizens (community campaign participants and donors), and governmental bodies (policy advocacy targets and grant providers). With a staff of 11-50 employees, Urgenda operates at a scale typical of mid-sized Dutch environmental non-profits.

The organization's core technology stack is non-technical — its competitive advantage rests on legal expertise, community organizing capacity, and brand credibility rather than proprietary software or AI capabilities. Urgenda monetizes its intangible assets (the legal precedent, founder reputation, the 3,500-farmer network, and 33,000-citizen activist base) primarily to influence Dutch and EU climate policy, attract grant funding, and expand program participation. Strategic direction is currently in transition, with leadership succession from founder Marjan Minnesma to van Ormondt announced for May 2026.

Name

Urgenda

Legal name

Stichting Urgenda

Website

https://urgenda.nl

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Urgenda is a Dutch sustainability foundation (est. 2007) running the 1001ha farmer-transition program, Meer Bomen Nu citizen tree-planting campaign, and climate litigation initiatives, serving farmers, citizens, and Dutch provincial governments.

Ownership category

akta.pro rank

Product category

Environmental Sustainability Campaign Services

NAICS

Environment, Conservation and Wildlife Organizations (813312), Social Advocacy Organizations (8133), Forest Nurseries and Gathering of Forest Products (113210)

SIC

Services-Membership Organizations (8600), Forestry (800)

akta.pro primary industry

Climate Change Mitigation & Adaptation (BPAGAGAF)

akta.pro secondary industries

Sustainable Agriculture & Food Systems (BPAGAGAI), Environmental Education & Outreach (BPAGAGAH), Reforestation & Afforestation Services (Planting, Site Prep, Regeneration) (IMAMAAAE)

Keywords

• Sustainability campaigns
• Agricultural biodiversity programs
• Climate litigation advocacy
• Community tree planting
• Nonprofit environmental foundation

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Donations and Crowdfunding: Urgenda raises funds from individual citizens through crowdfunding campaigns. The 1001ha campaign, for example, collects donations to provide discounts on seeds and plants for farmers.
2. Government and Institutional Grants: The organization receives funding from Dutch provinces (Groningen, Drenthe, Zuid-Holland, Friesland, etc.), municipalities, and national government for campaign activities related to sustainability and biodiversity.
3. Corporate and Foundation Partnerships: Partnerships with organizations like Postcodeloterij, Alliander, ASN Bank, and Fred Foundation provide funding and support for campaign activities.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Urgenda is a Dutch non-profit sustainability foundation that runs nationwide campaigns to accelerate the Netherlands' transition to sustainability. Its core work centers on financial incentive campaigns for farmers (1001ha, offering 40–75% discounts on herb-rich seeds, green fertilizers, and tree packages), the 7-vinkjesproject nature-inclusive agriculture subsidy, the Meer Bomen Nu free tree distribution movement, sustainable-living advisory for homeowners, and legal advocacy including the landmark Urgenda Climate Case against the Dutch State.

Product overview

Urgenda is a sustainability and innovation organization that accelerates the Netherlands' transition to sustainability through advocacy, legal action, and practical campaigns. Rather than a technology product company, Urgenda operates campaign-based programs for climate, energy, construction, mobility, production, and agriculture/biodiversity. Its core product portfolio consists of financial incentive campaigns (1001ha with herb-rich grasslands, green fertilizers, trees, and agroforestry for farmers), the 7-vinkjesproject for nature-inclusive agriculture subsidies, and Meer Bomen Nu for free tree distribution. Supporting offerings include the Expertisecentrum Duurzaam Wonen for home energy transitions, Landinzicht vision documents, and the landmark Klimaatzaak climate litigation. Urgenda does not operate a software platform or API-based products.

Differentiator

Problem solved

Functional benefit

Brands

• 1001ha: Campaign providing farmers with discounts on sustainable seeds and trees for biodiversity and reduced fertilizer use
• Meer Bomen Nu
• 7-vinkjes
• Landinzicht
• Klimaatzaak

Products and services

• 1001ha Campaign A discount and subsidy campaign for Dutch farmers offering 40–75% off herb-rich grassland seed mixtures, green fertilizers, tree packages, and agroforestry advice. It enables dairy farmers, arable farmers, and horse owners to transition toward sustainable agriculture with financial support from crowdfunding, provinces, and municipalities.
• 7-vinkjesproject (7 Checkmarks Project) A 10-year program providing farmers with 1,000 euros per hectare to meet 7 criteria for nature-inclusive agriculture, including reduced fertilizer and pesticide use, more trees and shrubs, improved soil management, cows in herb-rich pastures, and fewer cows per hectare.
• Meer Bomen Nu (More Trees Now) A nationwide campaign that rescues young tree seedlings from nature management areas and distributes them for free to citizens, farmers, and organizations through bomenhubs. The initiative has placed over 2.5 million trees and shrubs via volunteer-based harvesting and redistribution.
• Expertisecentrum Duurzaam Wonen (Expertise Center for Sustainable Living) An advisory center guiding homeowners through four steps to make homes sustainable: saving energy, electrifying systems, generating renewable energy, and financing the transition. Includes the Thuisbaas service that has made hundreds of homes gas-free since 2012.
• Landinzicht (Land Insight) A vision document presenting a scenario for vital, nature-inclusive, ground-based agriculture in the Netherlands, serving as a starting point for conversation about essential changes in the agricultural and food system.
• Handleiding Regulering Bestrijdingsmiddelen (Pesticide Regulation Handbook) A legal handbook published jointly with Natuur & Milieu providing municipalities and provinces with legal tools and frameworks to regulate pesticide use and protect citizens, nature, and drinking water.
• Urgenda Klimaatzaak (Climate Case) The landmark court case where Urgenda successfully sued the Dutch State, resulting in the Supreme Court ruling that the government must reduce greenhouse gas emissions by at least 25% by 2020 compared to 1990 levels.
• 1001ha Bomen (1001ha Trees) A sub-campaign of 1001ha offering farmers 50% discount on tree and shrub packages including fruit and nut packages, fodder hedges for cows, and biodiverse hedgerows along fields.
• 1001ha Biodiverse Bufferstroken (1001ha Biodiverse Buffer Strips) A sub-campaign offering farmers 40–55% discount on multi-year native seed mixtures for buffer strips along watercourses, contributing to cleaner water, biodiversity, natural pest control, and climate resilience.

Quantifiable outcome

• 97% of participating dairy farmers reported milk production remained the same or increased
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• LTO NederlandcoreStrategic or Co-development PartnerPartnership with LTO Nederland (Dutch Agricultural Employers' Organisation) for the 1001ha campaign. LTO provides agricultural expertise and farmer network access while Urgenda brings campaign management and funding coordination.
• ZLTOcoreStrategic or Co-development PartnerSouthern Netherlands agricultural organization collaborating on 1001ha campaigns including biodiverse buffer strips and green manure mixtures.
• LLTBcoreStrategic or Co-development PartnerLimburg agricultural organization partnering on 1001ha campaigns including tree packages for farmers.
• BionextcoreStrategic or Co-development PartnerAgricultural sustainability organization collaborating on the 1001ha trees campaign for farmers.
• Agroforestry Netwerk NederlandminorStrategic or Co-development PartnerProvides agroforestry advisors for the 50% discount on quickscans offered to farmers.
• Wij.LandminorStrategic or Co-development PartnerCollaboration for overseeding in peat areas within the 1001ha kruidenrijk campaign.
• Natuur & MilieucoreStrategic or Co-development PartnerEnvironmental organization jointly publishing guidelines for municipalities and provinces on pesticide regulation.
• HockerminorStrategic or Co-development PartnerListed as a partner organization supporting Urgenda's work.
• Stichting Nationale BoomfeestdagminorStrategic or Co-development PartnerCo-initiator of the MEERBOMENNU campaign for free tree distribution.
• Stichting MEERGroencoreStrategic or Co-development PartnerCo-initiator of the Meer Bomen Nu campaign, part of Urgenda's tree distribution initiative.
• Caring FarmersminorStrategic or Co-development PartnerAgricultural organization co-initiating the MEERBOMENNU campaign.
• Stichting Gezondheid op 1minorStrategic or Co-development PartnerHealth organization collaborating with Urgenda on legal guidance regarding harmful steel slags, providing research and policy support.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Het Groene Brein: Dutch network of sustainability professionals supporting green entrepreneurship and transitions. Comparable as a Dutch sustainability intermediary connecting civil society, government, and businesses — overlapping Urgenda's convening role though not running the same campaigns.
• LTO Nederland: Dutch agricultural employers' organization and core strategic partner in the 1001ha campaign. Comparable because it serves the same farmer base and drives Dutch agricultural sustainability initiatives, though from an industry-representation rather than NGO angle.

Broad incumbents

• ClientEarth: International environmental law charity using strategic litigation and advocacy across Europe. Comparable to Urgenda on the legal-advocacy and climate-litigation dimension, though operating at a much larger multi-country scale.

Direct peers

• Bionext: Dutch organic agriculture sector organization partnering with Urgenda on the 1001ha trees campaign. Comparable as a sustainability-oriented Dutch organization working on agricultural transition and farmer support.
• Greenpeace Netherlands: Large Dutch branch of Greenpeace running environmental campaigns, advocacy, and direct action on climate, biodiversity, and agriculture. Comparable campaign-driven, citizen-engagement model to Urgenda though at much larger scale.
• Natuur & Milieu: Dutch environmental advocacy organization that co-publishes pesticide regulation guides with Urgenda and works on overlapping climate, biodiversity, and agricultural sustainability policy in the Netherlands. Most direct peer given the joint programs and shared mission.
• Milieudefensie (Friends of the Earth Netherlands): Dutch environmental NGO pursuing high-profile climate litigation against corporations (e.g., Shell) and policy advocacy. Closely comparable to Urgenda in combining legal action with public campaigns on climate and sustainability in the Netherlands.
• IVN Natuureducatie: Dutch nature education and citizen engagement organization with similar volunteer-driven environmental programs. Comparable in mobilizing citizens around biodiversity, nature, and sustainability initiatives in the Netherlands.
• Stichting Nationale Boomfeestdag: Co-initiator of the Meer Bomen Nu campaign with Urgenda; Dutch foundation focused on tree planting and citizen engagement. Directly comparable in mission and joint campaign execution.
• Caring Farmers: Dutch farmer-led movement co-initiating the Meer Bomen Nu campaign with Urgenda and advocating for nature-inclusive agriculture. Directly comparable as a grassroots Dutch organization mobilizing farmers around sustainability and biodiversity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/urgenda
• YouTubeyoutube.com/user/urgenda
• Facebookfacebook.com/Urgenda
• LinkedInlinkedin.com/company/urgenda
• Instagraminstagram.com/urgendanl

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Urgenda