Floritec

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.

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

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

• Chrysanthemum breeding
• Ornamental plant varieties
• Pot celosia production
• Santini cultivar development
• Customized plant breeding

Headquarters

HQ city

Woubrugge

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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

Core 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

Named customers6 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• Inochio GroupcoreStrategic or Co-development PartnerParent 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 CuttingscoreStrategic or Co-development PartnerFloritec 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.
• DataflorcoreStrategic or Co-development PartnerFloritec 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

Broad 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

• YouTubeyoutube.com/watch?v=LaxQGcfqD54
• Facebookfacebook.com/floritecbreeding
• LinkedInlinkedin.com/company/floritec-breeding-bv
• Instagraminstagram.com/floritec.breeding
• Xx.com/floritec1

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 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 Floritec