Freshportal

Name

Freshportal

Legal name

FreshPortal Software B.V.

Website

https://freshportal.nl

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Kwakel

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS/Cloud ERP Subscription: Cloud-based ERP platform subscription model providing access to all modules including purchasing, inventory, logistics, quality inspection, finance, B2B webshop, supplier portal, integrations, analytics, and bouquet production. Delivered as managed service with automatic updates and no infrastructure maintenance required.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

FreshPortal is a cloud-based ERP platform built specifically for the global floriculture/horticulture industry. It provides an integrated suite of modules covering purchasing and sales, inventory and warehouse management, logistics and fulfilment, quality inspection, finance and invoicing, a B2B webshop, supplier portal, integrations, analytics, and bouquet production workflows. The platform is sold primarily to growers, traders, wholesalers, and exporters across 30 countries on 5 continents.

Product overview

FreshPortal is a unified ERP platform for the global floriculture sector (sierteelt), built specifically for growers, traders, wholesalers, and exporters. The platform operates as an integrated suite of modules covering the entire supply chain: Inkoop & Verkoop (Purchasing & Sales) for structured trading processes and flexible pricing; Voorraad & WMS (Inventory & Warehouse Management) for batch tracking and multi-location order processing; Logistiek & Fulfilment for route planning and transport management; Kwaliteit & Inspectie for digital inspections and photo registration; Finance & Facturatie for automated invoicing and accounting integrations; B2B Webshop for modern B2B flower sales; Leveranciersportaal (Supplier Portal) for supplier management; Integraties for connections to auctions, Floriday, logistics partners, and financial systems; Analytics & Rapportage for dashboards and KPI reporting; and Boeketten & Arrangementen for bouquet production workflows. The platform is cloud-based with 99.8% uptime, serving 500+ active systems across 30 countries on 5 continents.

Differentiator

Problem solved

Functional benefit

Products and services

• FreshPortal ERP Platform A cloud-based ERP platform specifically built for the floriculture industry, combining purchasing and sales, inventory and warehouse management, logistics, quality inspection, finance, B2B webshop, supplier portal, integrations, analytics, and bouquet production workflows in a single integrated system. Targeted at growers, traders, wholesalers, and exporters.
• Implementation Services Professional implementation services for onboarding the FreshPortal ERP platform, tailored to each customer's role in the floriculture supply chain.
• Training Services Training services for FreshPortal users to ensure effective adoption of the platform across the customer's organization.
• Customer Support

Quantifiable outcome

• 99.8% platform uptime year-round

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability2 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• FloridaycoreTechnology or IntegrationIntegration partnership for connecting with the Floriday platform, enabling data exchange and process automation for floriculture supply chain participants using the Floriday ecosystem
• Auction SystemscoreTechnology or IntegrationSmart integrations with flower and plant auctions in the floriculture sector, enabling automatic data synchronization and trade execution
• Logistics PartnerscoreTechnology or IntegrationIntegration partnerships with logistics companies enabling route planning, delivery zones, and transport document management
• Financial SystemscoreTechnology or IntegrationIntegration partnerships with accounting and financial software enabling automated invoices, payments, claims, and bookkeeping connections

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ridder Group: Global supplier of greenhouse technology, climate, water and energy management solutions for horticulture. Comparable as a broad incumbent in the horticultural technology stack, serving overlapping growers on the production side.
• Hoogendoorn Growth Management: Established Dutch provider of automation and process control solutions for the horticultural sector. Comparable as a long-standing incumbent serving growers with integrated technology, though focused on greenhouse automation rather than trade-side ERP.
• Exact: European cloud ERP and business software provider with strong Dutch market presence. Comparable as a horizontal cloud-ERP competitor that mid-market growers and traders could choose over a vertical specialist.
• AFAS Software: Major Dutch ERP/HR/payroll software vendor widely used by Dutch SMB and mid-market. Comparable as a domestic ERP competitor that mid-market floriculture companies may evaluate as a generic alternative to FreshPortal.

Others

• Royal FloraHolland: World's largest flower auction and the operator behind Floriday. Comparable as the central ecosystem actor whose platform, auction infrastructure and member dynamics shape FreshPortal's go-to-market and integration economics.

Regional players

• Logiqs: Netherlands-based provider of logistics and internal transport automation for greenhouses and horticulture. Comparable as an adjacent technology vendor serving similar growers with operational software/hardware, though focused on internal logistics rather than trade ERP.

Direct peers

• LetsGrow.com: Horticulture data, analytics and advisory platform for growers. Comparable as a vertical software/data provider serving the same floriculture/horticulture customer base, though it leans more toward cultivation analytics than trading/logistics ERP.
• Floriday: Royal FloraHolland's digital B2B platform for the floriculture supply chain. Directly comparable as a floriculture-specific transaction and workflow platform serving growers, traders and exporters — overlapping FreshPortal's core customer base and use cases.

Emerging players

• Source.ag: AI-driven platform for greenhouse growers optimizing yield and operations. Comparable as an emerging vertical software/data entrant in horticulture, though focused on AI cultivation rather than trading/logistics workflows.
• 30MHz: Data platform for horticulture and agriculture connecting sensors and operational data. Comparable as an emerging vertical SaaS in horticulture, with partial overlap on operational data and integrations rather than full ERP scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/freshportalnl

Revenue estimate

Valuation estimate

Number of profiles

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 Freshportal