Floritec
Floritec is a Dutch flower breeder that develops and licenses cuttings and seeds of chrysanthemum, pot celosia and pot aster varieties to commercial growers worldwide via a "Customized Breeding" model executed at customer sites.
- Company typePrivate
- Founded2007
- HeadquartersWoubrugge, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Floritec does
Floritec B.V. is a Dutch flower breeding company founded in 2007 and headquartered in Woubrugge, Netherlands, with a breeding site in Honselersdijk, a production-shareholding in Xclusive Cuttings (Uganda), and a new breeding location under construction in Colombia. The company develops and produces chrysanthemum varieties (cut spray mum, cut disbud, santini, pot mum and garden mum), pot celosia (Twisted, Intenz, Floriosa series) and pot aster, offering 150+ varieties in total and reporting a cumulative 500 million stems of the Santini Calimero series produced worldwide. Its underlying technology is a proprietary "Customized Breeding" methodology in which breeding and variety evaluation are conducted directly at customer production sites under local climate and cultivation conditions, with parallel testing at worldwide evaluation sites under extreme conditions to produce robust, transport-tolerant, disease-resistant varieties.
The firm operates on a one-time plant material licensing model, selling cuttings and seeds to commercial flower growers through direct engagement by a team of account managers, supported by annual trial events (FlowerTrials/Flower Festival in Houselersdijk; Colombian trials) and presence at industry trade fairs (IPM Essen, Trade Fair Aalsmeer, Proflora Colombia, IFTEX Kenya). Primary customer segments are commercial cut chrysanthemum growers and pot chrysanthemum growers, with secondary segments in pot celosia, pot aster and (via the Dataflor partnership) garden mums; named enterprise customers include Richard van Schie, LS Santini, Zentoo, Infinity | Kreling Chrysanthemums, Dalat Hasfarm, and Hans and Ruud Hendriks.
In October 2019 Floritec was acquired by Japan's Inochio Seikoen, one of the oldest chrysanthemum breeders in Japan, giving it access to the Japanese market, R&D facilities and a wider genetic portfolio while providing Inochio with Floritec's international distribution network. The company has since expanded with a new Honselersdijk breeding facility (2023), a Colombian breeding location (2025), a continuous new-variety pipeline, and a reorganized leadership including an Executive Director (Jeroen Ravensbergen), a Sales Manager, dedicated cut-flower and pot-plant sales roles, an international sales lead, a Product Manager, and on-the-ground Colombian sales, supply chain and HR staff.
Floritec firmographics
Firmographics- Name
- Floritec
- Legal name
- Floritec B.V.
- Website
- https://floritec.eu
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Floritec is a Dutch flower breeder that develops and licenses cuttings and seeds of chrysanthemum, pot celosia and pot aster varieties to commercial growers worldwide via a "Customized Breeding" model executed at customer sites.
- Ownership category
- akta.pro rank
Floritec industry classification
Industry- Product category
- Ornamental flower breeding
- NAICS
- Greenhouse, Nursery, and Floriculture Production (1114), Floriculture Production (111422), Nursery and Floriculture Production (11142)
- akta.pro primary industry
- Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)
- akta.pro secondary industries
- Potted Flowering Plants & Bedding Plants Production (Annuals, Perennials, Plugs) (AFAGAHAE), Nursery Stock & Propagule Production (Cuttings, Rootstocks, Grafts) (AFAGAIAO)
Keywords
Where Floritec is headquartered
LocationHeadquarters
- HQ city
- Woubrugge
- HQ country
- Netherlands
- HQ region
- Europe
Offices4 records
Markets served
Floritec business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Technology or R&D, Supply Chain, Marketing or Sales
Revenue model
- Plant Material Sales: Floritec develops and produces chrysanthemum varieties (cut and pot), pot celosia, and pot aster. The company sells plant material (cuttings and seeds) to growers worldwide, with varieties being produced and distributed through their international network.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels12 records
Floritec product offering
Product offeringCore offering
Floritec develops and breeds commercial flower varieties — cut chrysanthemums (spray mum, disbud, santini), pot chrysanthemums, pot celosia, pot aster, and garden mums — and sells the resulting plant material (cuttings and seeds) to professional growers worldwide. Its core methodology, Customized Breeding, runs trials directly at customer production sites under the customer's local climate and cultivation conditions, producing varieties optimized for robustness, transport tolerance, and reduced chemical use.
Product overview
Floritec is a flower breeding company specializing in chrysanthemums (cut and pot varieties), pot celosia, and pot aster. The company operates on a 'Customized Breeding' model, developing varieties in close collaboration with customers at their own production facilities under local climate conditions. Product portfolio includes: Cut chrysanthemums (spray mum, disbud, santini series like Calimero, Maverick, Ellison, Miller), Pot chrysanthemums (series including Rossi, Da Vinci, Dynamic), Pot celosia (three series: Twisted, Intenz, Floriosa), and Garden mums. The company also holds a stake in Xclusive Cuttings, a sustainable cutting production facility in Uganda. Inochio Seikoen acquired Floritec in October 2019.
Differentiator
Problem solved
Functional benefit
Brands
- Twisted: Celosia series featuring unique twisted flower forms with strong colors and robust plant properties.
- Intenz
- Floriosa
- Calimero
- Maverick
- Ellison
- Miller
- Rossi
- Dynamic
- Da Vinci
Products and services
- Cut Chrysanthemum (Spray Mum, Disbud, Santini)
- Pot Chrysanthemum
- Pot Celosia
- Pot Aster
- Garden Mum
- Customized Breeding Service
Quantifiable outcome
- 500 million stems produced worldwide for Santini Calimero series
Companies that use Floritec
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles1 record
Floritec technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Floritec partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Inochio GroupcoreParent company of Inochio Seikoen, with 4 business units specialized in different areas of agri business. Mission: Feel, Grow & Connect - observing life, growing it, and connecting it with future generations.
- Xclusive CuttingscoreFloritec is a shareholder of Xclusive Cuttings, a sustainable cutting production facility located in Uganda. Daily best cuttings are harvested and selected with quality control during and after the picking process. The facility uses LED lighting (80% energy savings), substrate cultivation, and holds MPS-GAP, MPS-A, MPS-Ethical Trading Initiative, and MPS-SQ certifications.
- DataflorcoreFloritec and Dataflor officially signed a partnership agreement marking an important milestone for the joint future of both companies and a new era for the development and sale of garden mums.
Scale indicators3 records
Recent moves8 records
Expansion highlights5 records
Floritec competitors and assessment
Company assessmentBroad incumbents
- Sakata Seed Corporation: Japanese-founded global seed company with ornamental breeding operations. Comparable to Floritec's parent Inochio Seikoen in chrysanthemum breeding heritage and competes in selected ornamental categories.
- Ball Horticultural Company: Large US-based horticultural company with global flower breeding operations (including PanAmerican Seed). Competes broadly with Floritec in cut flower and pot plant genetics.
- Syngenta Flowers: Global ornamental breeding division of Syngenta, with a broad portfolio in pot and bedding plants. Competes with Floritec in selected categories including chrysanthemum, celosia, and pot plant varieties.
- Dümmen Orange: One of the world's largest ornamental plant breeders, headquartered in the Netherlands. Competes broadly with Floritec across cut flowers, pot plants, and garden mums with a much larger global portfolio and R&D budget.
Direct peers
- Selecta One: European ornamental plant breeder specializing in pot and bedding plants. Competes with Floritec in pot plant breeding including celosia and pot chrysanthemum varieties for the European market.
- Beekenkamp Plants: Dutch breeding and propagation company with a strong portfolio in pot plants, including chrysanthemums. Directly comparable to Floritec in serving commercial growers with pot plant varieties.
- Hilverda Florist: Dutch breeding and propagation company focused on cut flowers and pot plants. Competes with Floritec in floriculture breeding, particularly in chrysanthemum and other ornamental categories for professional growers.
- Royal Van Zanten: Netherlands-based breeding company specializing in chrysanthemums, liliums, and pot plants. Directly competes with Floritec in chrysanthemum and aster breeding for the cut flower and pot plant markets.
- Deliflor (Dekker Chrysanten): Dutch-based chrysanthemum breeding company and one of the largest in the world. Directly competes with Floritec in cut and santini chrysanthemum varieties, serving similar commercial flower growers globally.
Emerging players
- Evanthia: Dutch-based young plant producer and breeder focused on cut flowers and pot plants. An emerging competitor to Floritec in specialized floriculture breeding with comparable customization approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Floritec social profiles
Digital presenceFloritec compliance and trust
Trust signalCompliance4 records
Floritec financial estimates
Financial estimateRevenue estimate
Valuation estimate
Floritec leadership team
Management profileNumber of profiles
Profiles10 records
Floritec subsidiaries and ownership
Company hierarchySubsidiaries1 record
Floritec funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Floritec 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 Floritec
What does Floritec do?
Floritec develops and breeds commercial flower varieties — cut chrysanthemums (spray mum, disbud, santini), pot chrysanthemums, pot celosia, pot aster, and garden mums — and sells the resulting plant material (cuttings and seeds) to professional growers worldwide. Its core methodology, Customized Breeding, runs trials directly at customer production sites under the customer's local climate and cultivation conditions, producing varieties optimized for robustness, transport tolerance, and reduced chemical use.
Is Floritec a public or private company?
Floritec is a private company. It is classified as corporate owned and is currently operating.
When was Floritec founded?
Floritec was founded in 2007. It employs 11 to 50 people.
Where is Floritec based?
Floritec is headquartered in Woubrugge, Netherlands, in the Europe region.
How does Floritec make money?
One revenue line is on record: plant Material Sales.
Who are Floritec's main competitors?
Broad incumbents on record are Sakata Seed Corporation, Ball Horticultural Company, Syngenta Flowers and Dümmen Orange. Direct peers are Selecta One, Beekenkamp Plants, Hilverda Florist, Royal Van Zanten and Deliflor (Dekker Chrysanten). Evanthia is listed as an emerging player.
Does Floritec have an API?
No public API is recorded for Floritec.
What industry is Floritec in?
Floritec's product category is Ornamental flower breeding. Its primary akta.pro industry code is AFAGAHAD, Greenhouse Floriculture (Cut Flowers), with a secondary code of AFAGAHAE, Potted Flowering Plants & Bedding Plants Production (Annuals, Perennials, Plugs). Its NAICS code is 1114.