Norgro

What Norgro does

Norgro AS is a Norwegian B2B distributor of agricultural and horticultural inputs, headquartered in Hamar with a secondary warehouse/logistics site in Lier. Founded in 1991 and operating exclusively within Norway, the company supplies professional growers — including vegetable producers, fruit and berry growers, greenhouse operators, plant nurseries, and garden centers — across six integrated product categories: (1) vegetable seeds; (2) seed potatoes and set onions; (3) fruit and berry plants (strawberry and raspberry, 30+ varieties); (4) plant protection, including biological control via beneficial organisms (Amblyseius cucumeris, Phytoseiulus persimilis, Aphidius spp.) and chemical crop protection; (5) flowers, comprising seeds, bulbs, and young plants; and (6) operating inputs including growing media (peat, wood fiber substrate), packaging, films, fertilizers, biostimulants, and lime. Product depth is anchored by long-term exclusive supply relationships with Volmary (Germany) for young plants and CSW Landscaping (Netherlands) for flower bulbs, plus the Norwegian partner g3 Ungplanter for locally-adapted varieties.

Norgro generates revenue through one-time sales of agricultural and horticultural inputs to professional growers. Pricing is not publicly disclosed; customers register for business accounts and transact via a proprietary e-commerce platform or direct contact with category-specific sales representatives. Standard payment terms are 20 days from invoice. Distribution runs through a nationwide Norwegian sales force organized by product category — vegetables, potatoes/onions, fruit/berries, flowers, operating supplies, and packaging — supported by internal product managers and field sales advisors. There is no disclosed subscription, SaaS, licensing, or recurring revenue component; the business is structurally a traditional goods distributor with an added digital ordering layer.

The company is privately held under joint ownership of two Norwegian agricultural cooperatives: Felleskjøpet Agri SA (majority/controlling owner since 1995) and Gartnerhallen SA (co-owner since 2010). Norgro has grown via three bolt-on acquisitions — Gartnersenteret (2010), Gvarv Fruktlager (2013), and Degernes Torvstrø fabrikk (2017) — adding gardening-center operations, fruit storage infrastructure, and peat/straw production respectively. Recent product development has focused on sustainable inputs, notably the Fibergrow® wood fiber substrate (Norway spruce, NIBIO-validated in 2020 strawberry trials) positioned as a peat-reduction alternative. There are no disclosed AI/ML, platform, or technology capabilities; the offering is fundamentally physical-product distribution with light digital tooling.

Name

Norgro

Legal name

Norgro AS

Website

https://norgro.no

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Norgro AS is a Norwegian B2B distributor supplying seeds, plant material, plant protection, fertilizers, packaging, and operating inputs to professional vegetable, fruit, berry, and flower growers nationwide. Privately owned by the Felleskjøpet Agri and Gartnerhallen agricultural cooperatives.

Ownership category

akta.pro rank

Headquarters

HQ city

Hamar

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Agricultural and horticultural product sales: NORGRO generates revenue through the sale of seeds, plant material, plant protection products, fertilizers, growing media, packaging materials, and other operational supplies to professional growers in Norway.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Norgro AS is a B2B supplier of vegetable and flower seeds, seed potatoes and set onions, fruit and berry plants, biological and chemical plant protection products, fertilizers and biostimulants, growing media (peat and wood fiber substrates), packaging materials, pots and trays, and covering films to professional growers across Norway. The company combines a nationwide field sales organization with an e-commerce storefront to deliver a one-stop horticultural and agricultural inputs portfolio to vegetable producers, fruit and berry growers, greenhouse operations, plant nurseries, and garden centers.

Product overview

NORGRO AS is a leading Norwegian supplier of seeds, plant material, and operating inputs for professional growers. The company operates as a unified product portfolio organized into six main categories: (1) Vegetables - seeds for cucumbers, carrots, tomatoes, cabbage, herbs, lettuce, and specialty vegetables; (2) Seed potatoes and set onions for planting; (3) Fruit and berries - strawberry and raspberry plants with 30+ varieties; (4) Plant protection - biological pest control (beneficial organisms like Amblyseius cucumeris, Phytoseiulus persimilis, Aphidius) and chemical solutions; (5) Flowers - flower seeds (via Volmary), flower bulbs (via CSW Landscaping), young plants (via Volmary and g3 Ungplanter), pots, and trays; (6) Operating materials - growing media including peat and wood fiber substrate (Fibergrow®), comprehensive packaging solutions, covering materials/films, fertilizers, biostimulants, and lime. The company also offers e-commerce capabilities for customers. Products are sourced from international partners (Volmary/Germany, CSW Landscaping/Netherlands) and Norwegian specialists (g3 Ungplanter).

Differentiator

Problem solved

Functional benefit

Products and services

• Vegetable Seeds (Grønnsaker)

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and important.

• CSW LandscapingcoreTechnology or Integration · 1 January 2016CSW Landscaping is NORGRO's partner for flower bulbs (blomsterløk), established in 2016. The company is located in Hillegom, Holland and handles bulbs and tubers on 14,000m² facility, annually processing over 100 million bulbs. CSW is the preferred supplier to Keukenhof, Holland's largest and most unique flower bulb exhibition where 7 million bulbs bloom annually including 800 tulip varieties.
• VolmarycoreTechnology or IntegrationVolmary is NORGRO's main supplier partner for young plants (ungplanter). It is an international, independent family-owned company headquartered in Münster, Germany with 100 years of experience. They produce and supply professional plant material to over 30 countries under the tagline 'Grow for Gold'. NORGRO selected Volmary for their innovative and professional approach to horticulture, as well as their social and ethical profile.
• g3 UngplanterimportantStrategic or Co-development Partnerg3 Ungplanter is NORGRO's Norwegian partner for young plants with 25 years of experience selecting and testing varieties for the Norwegian market. They market their young plants under the tagline 'Specialist on Norwegian conditions'. Both companies share a common value foundation of maintaining local Norwegian flower production.

Scale indicators2 records

Recent moves11 records

Expansion highlights4 records

Broad incumbents

• Yara International: Norway-based global leader in nitrogen fertilizers and crop nutrition, including greenhouse and field-grade products sold through distributors like Norgro. Overlaps with Norgro's fertilizer category but operates at vastly larger scale and primarily upstream.
• Syngenta: Global agrochemical and seed company whose crop protection and seed products reach Norwegian growers through distributors like Norgro. Overlaps in plant protection and seed categories, but operates at a vastly larger scale and through a multi-distributor model.
• Ball Horticultural Company: Global horticultural company breeding and supplying flower seeds, young plants and input technologies to growers and distributors worldwide. Comparable in flowers and young plants, but much larger and operates primarily upstream of Norgro in the value chain.

Direct peers

• LOG (Nortura): Norwegian agricultural cooperative in the meat and egg value chain with input supply and advisory services to Norwegian farmers. Comparable cooperative structure and Norwegian B2B distribution, though oriented toward livestock rather than horticulture.
• Lantmännen: Swedish agricultural cooperative with input distribution, machinery, energy and food operations serving Nordic farmers. Comparable Scandinavian cooperative ownership structure and B2B input distribution footprint, including horticulture-adjacent categories.
• Danish Agro: Scandinavian agribusiness cooperative selling seeds, fertilizers, crop protection and feed to professional farmers across the Nordics. Comparable B2B input distribution model and cooperative governance, with horticulture overlap including vegetables and potatoes.
• Felleskjøpet Agri: Majority owner of Norgro and Norway's leading agricultural cooperative, supplying inputs, machinery and advisory services to Norwegian farmers. Highly comparable B2B agricultural input distribution model and customer base, though broader in scope (grains, livestock) than Norgro's horticulture focus.
• Gartnerhallen SA: Co-owner of Norgro and Norway's largest producer cooperative for fruit, vegetables and greenhouse crops. Directly comparable in serving Norwegian professional horticulture growers, with significant overlap in customer base and product needs (seeds, plants, plant protection, packaging).
• DLF Seeds: Danish-based global leader in grass and forage seed production and distribution, with growing horticulture and cover-crop seed lines. Comparable as a Scandinavian seed supplier-distributor; smaller product breadth than Norgro but directly overlaps in seed categories.
• Royal Brinkman: Dutch specialist supplier of horticultural inputs (seeds, substrates, crop protection, packaging, equipment) to professional greenhouse and nursery growers worldwide. Closest international analogue to Norgro in product breadth, customer segment and B2B distribution model within horticulture.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/NORGROAS
• LinkedInlinkedin.com/company/norgro
• Instagraminstagram.com/norgro_as

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 records

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 Norgro