Herburg Roses
Herburg Roses is a privately-held Dutch-rooted rose grower operating two farms in Ethiopia and Kenya under the Herburg & Nini brand, producing sustainably cultivated cut roses for the European wholesale floriculture market via sea freight.
- Company typePrivate
- Founded2006
- HeadquartersHonselersdijk, Netherlands
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
What Herburg Roses does
Herburg Roses is a privately-held Dutch-rooted rose cultivation company operating two wholly-owned farms in Ethiopia (Herburg Roses) and Kenya (Nini), unified commercially under the "Herburg & Nini" brand. The company produces cut roses for the European wholesale floriculture market, transporting product primarily by sea freight rather than air to reduce carbon footprint and logistics cost. Its commercial/trade office is in Honselersdijk, Westland — the heart of the Dutch horticulture cluster — with 251–500 employees across the group.
The company's core technology is biological crop protection: integrated pest management using predatory insects, beneficial microorganisms, and disease-control programs instead of chemical pesticides. A stated 2030 ambition is to cultivate entirely with biological means. Product is sold through established European floriculture distribution channels including flower auctions and direct wholesale relationships; pricing is not publicly disclosed. Differentiation rests on fair-trade positioning, biological cultivation, and an embedded social-impact portfolio that includes the Herburg Special Needs School (Ethiopia), Nini Daycare (Kenya), employee healthcare, training programs, and subsidized groceries for workers.
The business model is wholesale horticulture: cultivate roses in East Africa where land, labor, and climate economics are favorable, ship them by sea to Europe, and sell through auction and direct wholesale channels. Public commercial information is sparse — no disclosed revenue, no named end customers, no certifications, no funding history, and no institutional ownership signals — which materially limits external investor visibility into financial performance and ownership structure.
Herburg Roses firmographics
Firmographics- Name
- Herburg Roses
- Legal name
- Herburg Roses
- Website
- https://herburgroses.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Herburg Roses is a privately-held Dutch-rooted rose grower operating two farms in Ethiopia and Kenya under the Herburg & Nini brand, producing sustainably cultivated cut roses for the European wholesale floriculture market via sea freight.
- Ownership category
- akta.pro rank
Herburg Roses industry classification
Industry- Product category
- Floriculture / Cut Flowers
- NAICS
- Floriculture Production (111422), Nursery and Floriculture Production (11142)
- SIC
- Agricultural Production-Crops (100)
- akta.pro primary industry
- Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)
- akta.pro secondary industry
- Organic Floriculture & Nursery Crop Production (Ornamentals, Seedlings) (AFAGAKAJ)
Keywords
Where Herburg Roses is headquartered
LocationHeadquarters
- HQ city
- Honselersdijk
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Herburg Roses business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Others
Revenue model
- Rose Production and Sales: Herburg Roses cultivates and sells roses grown at their nurseries in Ethiopia and Kenya. The roses are transported by sea to European markets. They operate under the Herburg & Nini brand, selling fair and sustainable roses with focus on quality from cutting to vase.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Herburg Roses product offering
Product offeringCore offering
Herburg Roses cultivates and supplies cut roses grown at two farms — Herburg Roses in Ethiopia and Nini in Kenya — under the unified "Herburg & Nini" brand. The roses are transported by sea to European markets and sold through floriculture wholesale channels, with attention to quality from cutting to vase. The company emphasizes sustainable cultivation through biological crop protection, with an ambition to grow entirely with biological means by 2030.
Product overview
Herburg Roses and Nini represent a unified rose growing operation spanning two farms—one in Ethiopia and one in Kenya. The company cultivates roses for the European market with a strong emphasis on sustainability, social responsibility, and quality. Their product portfolio centers on the two farm brands (Herburg Roses and Nini) and their rose assortment, unified by shared standards for quality and sustainability. The company is transitioning toward complete biological crop protection by 2030 and transports roses primarily via sea freight to reduce environmental impact.
Differentiator
Problem solved
Functional benefit
Products and services
- Herburg Roses (Ethiopia Farm) A rose farm operation in Ethiopia where roses are cultivated with attention to quality, sustainability, and social responsibility, producing beautiful, strong, and sustainable roses for European wholesale buyers.
- Nini (Kenya Farm) A rose farm operation in Kenya dedicated to sustainable rose cultivation, contributing to local communities (including Nini Daycare) and demonstrating commitment to environmental stewardship in cut rose production for European markets.
- Rose Assortment Various rose varieties offered by Herburg Roses and Nini, grown across their Ethiopian and Kenyan farms, emphasizing quality from cutting to vase with roses that are strong and stay beautiful for a long time. Sold into European wholesale and floriculture channels.
Quantifiable outcome
- 78% decline in use of most harmful crop protection substances in ornamental horticulture over past decade (industry benchmark)
Companies that use Herburg Roses
Customer profileSegments1 record
Ideal customer profiles1 record
Herburg Roses technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Herburg Roses partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights3 records
Herburg Roses competitors and assessment
Company assessmentBroad incumbents
- Royal FloraHolland: The world's largest flower auction cooperative, headquartered in Aalsmeer, Netherlands. Functions as the primary marketplace through which Herburg Roses sells much of its European volume, and is the structural pricing mechanism for the entire Dutch-rose value chain.
- Selecta Cut Flowers: European-based breeder and supplier of cut flowers with global production. Comparable as an incumbent player in the floriculture value chain serving the same European wholesale customers.
- Dümmen Orange: One of the world's largest floriculture breeding and propagation companies, headquartered in the Netherlands. Overlaps with Herburg Roses across the ornamental flower value chain and shares the Dutch HQ / African and Latin American production model.
Direct peers
- Black Tulip Flowers: Ethiopian-based rose grower with a Dutch commercial office in the Westland region. Closely comparable to Herburg Roses' Ethiopia (Herburg Roses) operations on geography, customer channels, and product category.
- Tambuzi Roses: Kenyan specialty rose grower with strong sustainability and fair-trade positioning supplying the European market. Direct competitor to Herburg Roses' Nini farm with overlapping customer base, geography, and ESG-led brand narrative.
- Subati Flowers: Kenyan rose farm producing premium garden and standard roses for European wholesalers. Direct competitor to Herburg Roses' Kenyan (Nini) operations with shared buyer base at European auctions and florist chains.
- De Ruiter Roses: Dutch-based rose breeder and grower with its own production operations and a global licensing network. Directly comparable to Herburg Roses in the cut-rose value chain, with similar Dutch-headquartered / international-production structure.
- Marginpar: Dutch-headquartered specialty cut-flower grower operating farms across Kenya, Ethiopia, and Zimbabwe. Closely comparable grower of premium cut flowers for the European wholesale and florist channels, with a similar Netherlands HQ / Africa production footprint.
- KARUTURI Global: Historically one of the largest rose and cut-flower producers in the world, with major operations in Ethiopia and Kenya. Direct comparison point for Herburg Roses on African mega-farming scale and European distribution, despite KARUTURI's well-documented financial difficulties.
Regional players
- PJ Dave Roses: India-based rose grower producing premium roses for export markets. Comparable in product category (cut roses) and export-oriented B2B model, though operating in a different production geography (South Asia vs. East Africa).
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Herburg Roses social profiles
Digital presenceHerburg Roses financial estimates
Financial estimateRevenue estimate
Valuation estimate
Herburg Roses leadership team
Management profileNumber of profiles
Profiles1 record
Herburg Roses subsidiaries and ownership
Company hierarchySubsidiaries2 records
Herburg Roses funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Herburg Roses 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 Herburg Roses
What does Herburg Roses do?
Herburg Roses cultivates and supplies cut roses grown at two farms — Herburg Roses in Ethiopia and Nini in Kenya — under the unified "Herburg & Nini" brand. The roses are transported by sea to European markets and sold through floriculture wholesale channels, with attention to quality from cutting to vase. The company emphasizes sustainable cultivation through biological crop protection, with an ambition to grow entirely with biological means by 2030.
Is Herburg Roses a public or private company?
Herburg Roses is a private company. It is classified as unknown and is currently operating.
When was Herburg Roses founded?
Herburg Roses was founded in 2006. It employs 251 to 500 people.
Where is Herburg Roses based?
Herburg Roses is headquartered in Honselersdijk, Netherlands, in the Europe region.
How does Herburg Roses make money?
One revenue line is on record: rose Production and Sales.
Who are Herburg Roses's main competitors?
Broad incumbents on record are Royal FloraHolland, Selecta Cut Flowers and Dümmen Orange. Direct peers are Black Tulip Flowers, Tambuzi Roses, Subati Flowers, De Ruiter Roses, Marginpar and KARUTURI Global. PJ Dave Roses is listed as a regional player.
Does Herburg Roses have an API?
No public API is recorded for Herburg Roses.
What industry is Herburg Roses in?
Herburg Roses's product category is Floriculture / Cut Flowers. Its primary akta.pro industry code is AFAGAHAD, Greenhouse Floriculture (Cut Flowers), with a secondary code of AFAGAKAJ, Organic Floriculture & Nursery Crop Production (Ornamentals, Seedlings). Its NAICS code is 111422 and its SIC code is 100.