What Pokon does

Pokon (legally Pokon Evergreen B.V.) is a Dutch consumer plant-care company founded in 1929 and headquartered in Veenendaal, Netherlands. The company develops and sells a multi-category gardening product range centered on four pillars: potting soils and substrates (including peat-free and waterproof variants made from coconut coir, wood fiber, rice husk and green compost); plant nutrition in liquid, granular, and slow-release cone formats; biological pest control using nematodes (Steinernema feltiae) targeting fungus gnats and other soil-dwelling pests; and water-management tools such as the Pokon Watermeter. Supporting SKUs include cocoa-shell and wood-chip ground covers, bark, lawn fertilizers, grass seed, rooting powder, and biological balcony/terrace formulations. The company also operates digital tools — a Potgrondcalculator (potting soil calculator) and a Probleemherkenner (problem identifier) — and an AI-supported customer service chatbot.

Pokon sells through a hybrid go-to-market combining direct-to-consumer e-commerce via its own webshop (pokon.nl), with pricing from roughly €4 to €36 per SKU, free shipping above €9.99, and pay-later via Billink, alongside a retail distribution network of garden centers (including Intratuin) and hardware stores across the Netherlands and Belgium, with logistics handled by DHL, PostNL, Monta, and Flora@home. The company holds MPS, RHP, and EU Organic certifications on relevant SKUs and has committed to a fully peat-free assortment by 2030, supported by a research partnership with Wageningen University & Research on rice-husk substrates. Marketing spans content (YouTube Shorts, TikTok, blog), SEO, a newsletter with a tree-planting-per-subscriber sustainability hook through Meer Bomen Nu, and paid media on Google, Meta, and DPG. Pokon operates with 11-50 employees and is privately held under Dutch law with no disclosed parent company or recent institutional funding beyond a 2007 Synergia Capital Partners investment.

Name

Pokon

Legal name

Pokon Evergreen B.V.

Website

https://pokon.nl

Company type

Private

Founded year

1929

Operating status

Operating

Headcount range

11–50 employees

Short description

Pokon is a Dutch consumer plant-care brand, established in 1929, that sells potting soils, fertilizers, biological pest-control products (nematodes), and water-management tools to home gardeners in the Netherlands and Belgium through its own webshop and garden-center retail network.

Ownership category

akta.pro rank

Headquarters

HQ city

Veenendaal

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Pokon generates revenue through direct-to-consumer e-commerce sales via their own webshop (pokon.nl) and through retail distribution to garden centers, hardware stores, and other retail points across the Netherlands and Belgium.
2. Webshop Fulfillment: Products ordered through the Pokon webshop are fulfilled through logistics partners DHL and PostNL. Some products (nematodes, watermeters) can be delivered to mailboxes for smaller orders.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Pokon develops, manufactures, and sells a portfolio of consumer plant care and gardening products under the Pokon brand, including peat-free and waterproof potting soils, liquid and slow-release plant foods, biological pest control using nematodes, lawn fertilizers, water management tools, decorative ground covers, and propagation aids. The company sells through its own webshop (pokon.nl) and an extensive retail network of garden centers and hardware stores in the Netherlands and Belgium.

Product overview

Pokon is a Dutch plant care company (established 1929) offering an integrated ecosystem of products for plant care and gardening. The portfolio centers on four product pillars: (1) Potting soils/substrates including peat-free and waterproof variants; (2) Plant nutrition including liquid foods, food cones, and specialty fertilizers; (3) Biological pest control using nematodes (aaltjes) against fungus gnats; and (4) Water management tools including water meters. Supporting products include ground covers (cocoa shells, wood chips, bark), grass seeds, lawn fertilizers, rooting powder, and wound treatment. Pokon also provides digital tools including a Potgrondcalculator (potting soil calculator), Probleemherkenner (problem identifier), and a chatbot powered by AI. The company has sustainability commitments including peat-free product goals by 2030, and partnerships for tree planting with Meer Bomen Nu for newsletter subscribers.

Differentiator

Problem solved

Functional benefit

Products and services

• Pokon Aaltjes Tegen Rouwvliegjes (Nematodes for Fungus Gnats) Biological pest control product using microscopic nematodes to eliminate fungus gnat larvae in potted plants, available in sizes for 5-10 plants and 10+ plants; for home gardeners and houseplant owners.
• Pokon Bio Vangplaatjes (Bio Sticky Traps for Fungus Gnats) Yellow sticky traps that attract and capture adult fungus gnats; used in combination with nematodes for effective pest control of indoor plants.
• Pokon Watermeter Water meter device that helps users determine when and how much to water their plants, preventing overwatering and fungus gnat infestations; for houseplant owners.
• Pokon Gazon Revolutie (Lawn Revolution Fertilizer) Lawn fertilizer, 4kg pack covering approximately 80m², designed for lawn maintenance; for homeowners with lawns.
• Pokon Bio Terras & Balkon Planten Voeding 500ml Biological liquid plant food for terrace and balcony plants, 500ml bottle; for urban gardeners growing in pots.
• Pokon Bio Kamerplanten Voeding 500ml Biological liquid plant food for indoor plants, 500ml bottle, with visible results after 7 days; for houseplant owners.
• Pokon Kamerplanten Voedingskegels (Indoor Plant Food Cones) Plant food cones for indoor plants, package of 10 pieces providing slow-release nutrition; for houseplant owners.
• Pokon Bio Turfvrije Kamerplanten Potgrond (Peat-Free Houseplant Potting Soil) 10L Biological peat-free potting soil for indoor plants, 10L bag; for houseplant owners seeking sustainable substrates.
• Pokon Stekpoeder (Rooting Powder) 25gr Rooting powder for plant propagation, 25gr package; for gardeners propagating cuttings.
• Pokon Cacaodoppen (Cocoa Shell Mulch) 40L Cocoa shell mulch for ground cover, 40L bag. Natural product that helps with drainage, decoration, and weed prevention while also repelling slugs; for border and garden bed gardeners.
• Pokon Waterproof Potgrond 30L Waterproof potting soil that quickly absorbs water, retains moisture, and releases it to plants. Made from renewable materials including coconut coir, wood fiber, rice hulls, and lava granules; peat-free with 100 days of nutrition.
• Pokon Hydrokorrels 40L (Hydro Clay Pebbles) Baked clay granules for drainage at the bottom of flower pots and planters, suitable for hydroculture and decorative use. Helps prevent root rot and provides plant roots with grip.
• Pokon Waterproof Bodembedekker 45L (Waterproof Ground Cover) Ground cover based on naturally colored wood fiber from PEFC-certified forests. Absorbs water quickly, retains it, and releases it to plants; limits weed growth and is suitable for decoration.
• Pokon Bio Terras & Balkon Planten Potgrond 20L (Biological Terrace & Balcony Potting Soil) Biological potting soil for outdoor potted plants on terraces and balconies. Contains approximately 100 days of nutrition, with rice hulls for stronger plants with more resistance to diseases and pests; RHP-certified.
• Pokon Bio Terras & Balkon Planten Potgrond 40L Biological peat-free potting soil for outdoor potted plants, made from coconut coir, composted bark, wood fiber, green compost, rice hulls, clay, and nutrients; provides approximately 100 days of nutrition.
• Pokon Bio Terras & Balkon Planten Voedingskegels 40st (Biological Terrace & Balcony Plant Food Cones) Biological plant food cones for terrace and balcony plants in pots. Provides 120 days of slow-release nutrition. NPK 6-4-5 + 8CaO + 2MgO + 0.5Si with seaweed; EU Organic Certified.
• Pokon Verse Boomschors 60L (Fresh Tree Bark) Bark from Scots pine for ground cover in borders and pathways. Natural bark chips sized 15-40mm that regulate moisture and limit weed growth.
• Pokon Houtsnippers Cacaobruin 45L (Cocoa-Brown Wood Chips) Cocoa-brown wood chips from FSC/PEFC-certified forests for decorative ground cover. Limits weed growth, prevents soil drying out, maintains open soil structure, and provides up to 3 years of color retention.
• Pokon Terras & Balkon Planten Voedingskegels 10st Plant food cones providing up to 180 days of nutrition for terrace and balcony plants in pots. NPK 11-11-18 + 2MgO + micronutrients, applied once per year.

Quantifiable outcome

• 100 days of nutrition in potting soil products
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Meer Bomen NucoreStrategic or Co-development Partner · 1 January 2023Pokon partners with Meer Bomen Nu for tree planting. For every new newsletter subscriber, Pokon plants a tree (€1 donation) and actively participates in planting events. Their joint ambition is to plant 10,000 trees to contribute to a greener, more biodiverse, and climate-resilient Netherlands.
• MontacoreChannel Partner/ Reseller/ DistributorFulfillment partner handling order processing and shipping for Pokon.nl webshop orders.
• Flora@homecoreChannel Partner/ Reseller/ DistributorFulfillment partner handling order processing and shipping for Pokon.nl webshop orders.
• DHLcoreChannel Partner/ Reseller/ DistributorPrimary logistics partner for delivering webshop orders. Delivers within 1 working day in most cases.
• PostNLminorChannel Partner/ Reseller/ DistributorLogistics partner for delivering webshop orders alongside DHL.
• BillinkminorOthersPay-later payment service provider. Handles invoice and collection for orders using 'achteraf betalen' (pay later) option. Transfers receivables to Billink for processing.
• TrustpilotminorOthersIndependent review platform where Pokon customers can leave reviews. Trustpilot verifies reviews to prevent fake entries.
• Wageningen University & Research (WUR)coreStrategic or Co-development PartnerResearch partnership with WUR's Benefits of Nature program and Proefcentrum Botany in Bleiswijk to scientifically study the effects of rice husk in potting soil. Partnership also includes Horticoop.
• DPGminorGTM or Marketing PartnerMedia partner for displaying personalized advertisements outside pokon.nl based on user interest profiles.
• Google (Alphabet)minorGTM or Marketing PartnerMedia partner for displaying personalized advertisements outside pokon.nl through Google's advertising platform.
• Meta (Facebook/Instagram)minorGTM or Marketing PartnerMedia partner for displaying personalized advertisements outside pokon.nl through Meta's advertising platforms.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Compo GmbH: Compo is a leading European manufacturer and marketer of consumer garden care products (potting soils, fertilizers, lawn care, pest control) sold across DACH and broader Europe. Direct product overlap with Pokon across soils, fertilizers, and plant nutrition, with a broader pan-European footprint.
• Westland Horticulture:

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Pokon
• Facebookfacebook.com/pokonnl
• LinkedInlinkedin.com/company/pokon
• Instagraminstagram.com/pokon_nl
• TikToktiktok.com/@pokon_nl

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Pokon