AVAG Greenhouse Technology Center

What AVAG Greenhouse Technology Center does

AVAG Greenhouse Technology Center is a Dutch trade association (branchevereniging) headquartered at Europa 1, 2672 ZX Naaldwijk, Netherlands, with a registered entity address at ABC Westland 109, 2685 DB Poeldijk. The organization represents more than 70 Dutch companies that operate in integrated growing systems, greenhouse components, and associated services for the horticulture sector. Its stated mission is to address global food security challenges through Dutch greenhouse technology, branded under the theme "Feeding & Greening the World."

AVAG supports its members across four functional pillars: quality (via the HortiQ certification system, verified by KIWA/Gastec), innovation (via the Hortivation knowledge management and innovation platform), internationalization (via the Strategisch Beurzenprogramma coordinated with the Dutch Ministry of Agriculture, RVO, Gemeente Westland, Dutch Greenhouse Delta, GreenTech, and World Horti Center), and labor market (via the Jobs for Growth platform with HortiHeroes and World Horti Center). The association also curates an online member directory, organizes collective participation in international events such as GreenTech Amsterdam, and operates the E-grow digitalization and automation platform that aggregates cultivation data from member systems.

The business model is membership-based: AVAG is funded by recurring membership dues from its 70+ member companies. Members span greenhouse construction (e.g., Prins Group, Havecon, KUBO), climate and process automation (Priva, Ridder, Hoogendoorn), irrigation and water treatment (HortiMaX ProDrain, Genap, Nexus), internal logistics and robotics (Berg Hortimotive, Logiqs, Flier Systems, Crux Agribotics), and crop protection (Micothon Smart Spray). The association itself runs with 1-10 employees. AVAG represents the collective interest of the Dutch greenhouse technology sector, which accounts for an estimated 90% of all glass greenhouses globally.

Name

AVAG Greenhouse Technology Center

Legal name

AVAG

Website

https://avag.nl

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

1–10 employees

Short description

AVAG Greenhouse Technology Center is a Dutch trade association representing more than 70 Dutch greenhouse technology companies, coordinating quality certification, knowledge management, internationalization, and labor market initiatives for the Dutch controlled environment agriculture ecosystem.

Ownership category

akta.pro rank

Product category

Greenhouse Technology Trade Association Services

SIC

Services-Membership Organizations (8600), Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

CEA Monitoring, Sensors & Automation Software (SCADA, IoT, Climate/Recipe Control) (AFAAAHAG)

akta.pro secondary industry

Economic Research, Statistics & Policy Advisory (BPADAMAJ)

Keywords

• Greenhouse technology association
• Controlled environment agriculture
• Horticulture certification standards
• Integrated growing systems
• Greenhouse knowledge management

Headquarters

HQ city

Naaldwijk

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership dues: AVAG is a trade association (branchevereniging) funded by membership fees from Dutch greenhouse technology companies. Members receive support in quality, innovation, internationalization and labor market areas.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

AVAG is a Dutch trade association (branchevereniging) that represents more than 70 Dutch greenhouse technology companies, coordinating their collective interests in integrated growing systems, components, and associated services. Its member-facing offerings include the HortiQ quality certification standard for greenhouse builders and suppliers, the Hortivation platform for knowledge management and innovation, and the E-grow digitalization/automation platform that enables data-driven cultivation. The association also coordinates the Strategisch Beurzenprogramma (SBP), a public-private partnership that positions the Dutch Controlled Environment Agriculture (CEA) ecosystem internationally.

Product overview

AVAG Greenhouse Technology Center is a Dutch branch association (branchevereniging) representing over 70 companies in greenhouse technology. Rather than offering a single unified product, AVAG functions as a platform that bundles member company offerings across integrated growing systems, components, and services. The core technology platforms include E-grow (digitalization and automation for data collection from cultivation systems), HortiQ (quality certification for greenhouse manufacturers), and Hortivation (knowledge management and innovation). Member companies contribute specialized products including crop protection systems (Smart Spray Technology), automation solutions (SortiPack sorting/packing, AGV Gridmap logistics, FL'EX modular automation), water management (Genap storage, BUWATEC systems, water purification), climate control (Hoogendoorn iSii, Priva process computers, Airmix ventilation), irrigation systems (HortiMaX ProDrain), energy management (Smartspring screens), lighting solutions (DLI LED), and complete turnkey greenhouse solutions (Prins Group, KUBO Ultra-Clima). The association coordinates international collaboration through initiatives like the Strategic Trade Fair Program (SBP) for positioning Dutch CEA expertise globally.

Differentiator

Problem solved

Functional benefit

Brands

• HortiQ: An initiative of AVAG providing independent and objective quality certification for greenhouse manufacturers, installation companies, and equipment suppliers.
• Hortivation

Products and services

• HortiQ

Quantifiable outcome

• 90% global market share in glass greenhouse technology
• +1 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Ministerie van Landbouw, Visserij, Voedselzekerheid en Natuur (LVVN)coreStrategic or Co-development Partner · 1 June 2026The Dutch Ministry of Agriculture coordinates the Strategisch Beurzenprogramma (SBP) to position the Netherlands as an integrated CEA ecosystem internationally and stimulate long-term international cooperation.
• Rijksdienst voor Ondernemend Nederland (RVO)coreStrategic or Co-development PartnerRVO participates in the SBP public-private partnership supporting international positioning of Dutch greenhouse technology sector.
• Gemeente WestlandcoreStrategic or Co-development PartnerMunicipality of Westland, located in the heart of Dutch greenhouse horticulture, partners with AVAG on the SBP to support international visibility of the sector.
• Dutch Greenhouse DeltacoreStrategic or Co-development PartnerDutch Greenhouse Delta collaborates with AVAG in the SBP to showcase the Netherlands as a leader in future-proof horticulture and partner in Controlled Environment Agriculture globally.
• GreenTechcoreStrategic or Co-development PartnerGreenTech is the international meeting place for the greenhouse horticulture sector, partnering with AVAG for annual exhibitions and GreenTech Week events.
• World Horti CentercoreStrategic or Co-development PartnerWorld Horti Center partners with AVAG in SBP and joint initiatives like Jobs for Growth to support the horticulture sector's talent development and international connections.
• HortiHeroescoreGTM or Marketing PartnerJoint initiative 'Jobs for Growth' with AVAG and World Horti Center creates a centralized job platform bundling vacancies, internships and traineeships in the greenhouse technology sector to attract young talent.
• TNOminorStrategic or Co-development PartnerAVAG liaises closely with knowledge institutes such as TNO to share knowledge, join forces and jump start innovations in the horticulture sector.
• Wageningen UniversityminorStrategic or Co-development PartnerAVAG collaborates with Wageningen University and other universities for knowledge sharing and innovation in the horticulture sector.
• HortivationcoreStrategic or Co-development PartnerHortivation is an AVAG initiative for combining strengths in knowledge management and innovation within greenhouse technology and developing expertise in integrated growing systems.
• HortiQ / KIWA/GasteccoreStrategic or Co-development PartnerHortiQ is an AVAG initiative providing independent and objective quality certification for greenhouse manufacturers and suppliers, with verification by internationally recognized certification body KIWA/Gastec.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• AmericanHort: US trade association for the horticultural industry, including greenhouse production. Comparable to AVAG as an industry association serving greenhouse growers and suppliers, though broader in crop and member scope.
• International Association of Horticultural Producers (AIPH): International trade association representing horticultural producers worldwide. Comparable to AVAG as a higher-level horticultural trade body, though focused on ornamentals and broader horticulture rather than greenhouse technology specifically.

Direct peers

• GreenTech (RAI Amsterdam): Organizer of the global GreenTech Amsterdam trade show and GreenTech Week in partnership with AVAG. Functions as a sister platform for the Dutch CEA industry and is directly comparable as a horticultural event/ecosystem entity.
• HortiHeroes: Dutch talent platform for the greenhouse horticulture sector. Co-runs Jobs for Growth with AVAG and World Horti Center, making it a directly comparable Dutch CEA community-building organization.
• Dutch Greenhouse Delta: Dutch public-private platform promoting the Netherlands as a partner in Controlled Environment Agriculture globally. It is co-partner in AVAG's Strategisch Beurzenprogramma and directly comparable as a Dutch CEA industry positioning body.
• World Horti Center: Dutch knowledge and innovation center for greenhouse horticulture based in Naaldwijk. It is a direct SBP partner and co-runs the Jobs for Growth talent platform with AVAG, making it a closely aligned ecosystem peer.

Emerging players

• Priva: Dutch AVAG member and global leader in climate/process automation, water management and building automation for greenhouses. Comparable as a flagship Dutch CEA technology company in AVAG's member ecosystem and a candidate commercial-ecosystem peer.
• Ridder Group: Dutch AVAG member providing electromechanical drive systems, climate systems and horticultural software globally. Comparable to AVAG's role as a Dutch CEA export champion and a representative member-company peer.

Others

• Wageningen University & Research: Dutch agricultural research university and listed AVAG knowledge partner. Comparable as an enabling R&D and innovation partner within the Dutch CEA ecosystem that AVAG coordinates.
• International Society for Horticultural Science (ISHS): Global scientific society for horticultural research. Comparable to AVAG's Hortivation knowledge/innovation stream as an adjacent knowledge-network entity serving the horticultural R&D community.

Market position

Strengths5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/avag-greenhouse-technology-center

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 AVAG Greenhouse Technology Center