Hortec Grow With Technology
Hortec is the exclusive UK distributor of Javo horticultural automation equipment, supplying potting machines, tray fillers, soil handling systems, conveyors, and trimming machines to UK commercial growers alongside hire, service, and spare parts offerings.
- Company typePrivate
- Founded1990
- HeadquartersWarwick, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Hortec Grow With Technology does
Hortec Grow With Technology Limited is a UK-based distributor and service provider specializing in horticultural automation equipment for commercial growers. Founded in the 1990s by Ian and Mary Thornhill and acquired by Steve and Catharine Dunn in 2021, the company operates from a single headquarters in Lower Tysoe, Warwickshire. Its primary business is acting as the sole UK dealer for Javo, a Dutch manufacturer whose range of potting machines (Ecobasic, Plus, Plus M2.0, Unimax) and substrate handling systems (Big Bale, Rotofill trayfiller) forms the core of Hortec's product line. Hortec complements this Javo portfolio with conveyor systems from Martin Stolze, trimming machines from Lanz Technik and Pack TTI, and additional equipment from Alvan Blanch, creating a multi-brand automation offering across potting, tray filling, soil handling, internal transport, and trimming workflows.
The company's revenue model combines one-time capital equipment sales, a refurbished second-hand machine channel, a hire fleet (with hire-to-buy options and a Fargro finance partnership), and recurring service contracts and spare parts (with next-day delivery commitments). Go-to-market is field-sales driven, targeting UK commercial nurseries and greenhouse operators, including municipal accounts such as Bristol City Council and enterprise growers such as David Austin Roses. Marketing channels include trade shows (Four Oaks, HTA National Plant Show, IPM Essen), direct referrals, and an informative website. The team is small — approximately eight people split across engineering (Dan Downie as Field Services Manager plus engineers Ray Hayes and Jordan Cotterell) and office support (Cat Dunn, Kate Hewitt, Ruth Bates) — reflecting the company's focused, relationship-driven distribution model rather than scale-driven operations. The current ownership under Steve and Catharine Dunn has continued the founder-era positioning while incrementally expanding the engineering bench and product portfolio.
Hortec Grow With Technology firmographics
Firmographics- Name
- Hortec Grow With Technology
- Legal name
- Hortec Grow with Technology Limited
- Website
- https://hortec.co.uk
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Hortec is the exclusive UK distributor of Javo horticultural automation equipment, supplying potting machines, tray fillers, soil handling systems, conveyors, and trimming machines to UK commercial growers alongside hire, service, and spare parts offerings.
- Ownership category
- akta.pro rank
Hortec Grow With Technology industry classification
Industry- Product category
- Horticultural Automation Equipment
- NAICS
- Farm and Garden Machinery and Equipment Merchant Wholesalers (423820)
- SIC
- Wholesale-Machinery, Equipment & Supplies (5080)
- akta.pro primary industry
- Horticulture, Nursery & Greenhouse Operations (EDAOAOAB)
- akta.pro secondary industry
- Cranes, Hoists & Overhead Material Handling (Industrial) (IMAHABAE)
Keywords
Where Hortec Grow With Technology is headquartered
LocationHeadquarters
- HQ city
- Warwick
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Hortec Grow With Technology business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- New Machine Sales: Sale of new horticultural automation machines including potting machines, tray fillers, soil handling systems, conveyors, robots, and trimming machines from Javo and other partner brands
- Second Hand/Used Machines: Sale of refurbished pre-owned horticultural machinery with genuine JAVO parts, expertise, commissioning and warranty included
- Machine Hire: Short and long-term hire of horticultural machinery fleet. Flexible arrangements including hire-to-buy options. Machines serviced between each customer.
- Service and Maintenance: On-site and workshop-based servicing, annual maintenance contracts, breakdown repairs. Spare parts with next-day delivery.
- Spare Parts: Supply of spare parts for Javo and partner brand machinery. Next-day delivery commitment. Stock of Javo and Martin Stolze parts maintained.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | One time | Machine sales - pricing varies by machine type and configuration |
| Usage-based | Pay-as-you-go | Machine hire - flexible short or long-term rental |
| Other | Multi-year contract | Finance options through Fargro partnership |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Hortec Grow With Technology product offering
Product offeringCore offering
Hortec is the sole UK dealer for Javo horticultural automation machinery, supplying new and second-hand potting machines, tray fillers, soil handling systems, transport conveyors, robots, and trimming/harvesting machines to commercial growers across the UK. The company complements its equipment sales with on-site servicing, workshop repairs, spare parts (next-day delivery), and a flexible short- and long-term machine hire fleet including hire-to-buy options.
Product overview
Hortec Grow With Technology is a UK supplier of horticultural automation solutions, offering a portfolio of Javo-branded potting machines and related equipment. The product range includes entry-level to advanced potting machines (Javo Ecobasic, Javo Plus, Javo Plus M2.0, Javo Unimax), soil handling systems (Javo Big Bale), and tray automation (Javo Rotofill Trayfiller). These machines serve commercial growers for automating plant production, including pot filling, soil/substrate dispensing, and tray handling. Hortec also provides machine hire, servicing, spare parts, and second-hand equipment alongside new machine sales.
Differentiator
Problem solved
Functional benefit
Products and services
- Javo Ecobasic Potting Machine Entry-level compact potting machine for pots 8-21cm, featuring mechanical pot dispenser, pot take-off, drill installation, and variable speed conveyor belt; designed for commercial growers entering automation.
- Javo Plus Potting Machine Round-track potting machine with 16 pot positions suitable for pots 9-23cm, featuring frequency-controlled elevator and pot track, with soil bunker and unique soil-return-system.
- Javo Plus M2.0 Potting Machine Javo's most advanced potting machine for pots 10-32cm (12 litre) with 16 positions, central adjustment system, and optional bare root kit for efficient planting.
- Javo Unimax Potting Machine Large-capacity potting machine with a 1,500 liter soil bin suitable for handling bags, trays, large pots, containers, and poly bags up to 100 liters with unrestricted soil flow.
- Javo Big Bale Substrate System Automatic soil distributing unit that processes substrate or bark from big bales with electrically powered pivot systems for safe tilting and clean operation.
- Javo Rotofill Trayfiller Tray filling machine for automated tray and pot filling operations, used as part of configured tray automation lines.
- Martin Stolze Transport Systems Powered conveyor belts and full roller conveyor systems for internal transport in greenhouses and nurseries, tailored to customer specifications.
- Lanz Venti Range Trimming Machines Vacuum trimmers with unique combination of variable suction from above, directed air flow from below, and adjustable scissor speeds for trimming flowers, plants, and herbs.
- Pack TTI EazyCut Handheld Trimmers Handheld trimming machines suitable for landscapers, nurseries, salad and herb harvesting.
- Machine Hire Service Short and long-term hire of horticultural automation machinery, including flexible arrangements and hire-to-buy options; machines are serviced between each customer.
- Second-hand / Ex-Demo Machines Sale of refurbished pre-owned horticultural machinery with genuine JAVO parts, commissioning, and warranty included.
- Service, Maintenance and Spare Parts On-site and workshop-based servicing, annual maintenance contracts, breakdown repairs, and spare parts supply (with next-day delivery) for Javo and partner brand machinery.
Quantifiable outcome
- Javo Ecobasic capacity: 1,320 - 2,700 pots per hour
- +3 more outcomes
Companies that use Hortec Grow With Technology
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles1 record
Hortec Grow With Technology technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Hortec Grow With Technology partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- JavocoreSole UK dealer for Javo, the market leader in potting machines and greenhouse automation worldwide. Hortec has been the exclusive UK agent for Javo since the 1990s and formalized the partnership at IPM Essen 2025. Javo provides wide-ranging experience in design and fabrication of quality automation for the greenhouse and nursery industry.
- Martin StolzeminorHortec works with Martin Stolze, a Dutch company providing internal transport solutions including powered conveyor belts and roller conveyor systems for over 30 years.
- Lanz TechnikminorHortec offers Lanz trimming machines including the Venti range of vacuum trimmers with variable suction and scissor speeds for trimming flowers, plants, and herbs.
- Pack TTIminorHortec distributes Pack TTI's EazyCut handheld trimming machines suitable for landscapers, nurseries, salad and herb harvesting.
- Alvan BlanchminorHortec works with Alvan Blanch, providing additional equipment options for horticulture automation.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Hortec Grow With Technology competitors and assessment
Company assessmentDirect peers
- Logiqs: Dutch specialist in automated internal logistics for greenhouses, including conveyors, buffer systems, and transport. Comparable to Hortec's Martin Stolze transport and conveyor offering.
- Green Automation: Supplies automated growing and handling systems for the horticulture industry, particularly in the leafy greens and young plant segments. Comparable product category and customer base to Hortec.
- Visser Horti Systems: Dutch manufacturer of horticultural automation equipment including potting, transplanting, and handling systems. Direct comparable to Javo's product range across the same UK/Northern European customer base of commercial growers.
- Meteor Systems: Dutch provider of horticultural automation, irrigation, and growing systems for commercial nurseries and greenhouse operators. Overlaps with Hortec's substrate handling and tray automation ranges.
- Berg Hortimotive: Dutch manufacturer of internal transport, pipe rail, and scissor carts for the greenhouse industry. Directly comparable to Hortec's transport systems category.
- Flier Systems: Dutch supplier of horticultural automation including potting machines, tray fillers, and soil handling for commercial growers. Direct competitor to Hortec/Javo in the European market.
- Bosman Van Zaal: Dutch supplier of integrated horticultural automation solutions covering potting, transplanting, transport, and processing. Comparable full-spectrum competitor to Hortec's product portfolio.
- TTA (Trans-Tec Asia): Developer of automated horticultural handling and sorting systems for the floriculture and nursery industry. Overlaps with Hortec's potting, sorting, and internal transport portfolio.
Broad incumbents
- Certhon: Dutch greenhouse builder and supplier of automated horticultural technology including robotics and climate control. Adjacent to Hortec's automation portfolio with a much broader scope including full greenhouse construction.
- Royal Brinkman: Large Dutch distributor of horticultural supplies, equipment, and crop protection products. Comparable distribution-led business model and customer base, but operates at much larger scale and broader category scope than Hortec.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Hortec Grow With Technology social profiles
Digital presenceHortec Grow With Technology financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hortec Grow With Technology leadership team
Management profileNumber of profiles
Profiles7 records
Hortec Grow With Technology funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hortec Grow With Technology 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 Hortec Grow With Technology
What does Hortec Grow With Technology do?
Hortec is the sole UK dealer for Javo horticultural automation machinery, supplying new and second-hand potting machines, tray fillers, soil handling systems, transport conveyors, robots, and trimming/harvesting machines to commercial growers across the UK. The company complements its equipment sales with on-site servicing, workshop repairs, spare parts (next-day delivery), and a flexible short- and long-term machine hire fleet including hire-to-buy options.
Is Hortec Grow With Technology a public or private company?
Hortec Grow With Technology is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Hortec Grow With Technology founded?
Hortec Grow With Technology was founded in 1990. It employs 51 to 100 people.
Where is Hortec Grow With Technology based?
Hortec Grow With Technology is headquartered in Warwick, United Kingdom, in the Europe region.
How does Hortec Grow With Technology make money?
Five revenue lines are on record. New Machine Sales are the primary driver. The others are second Hand/Used Machines, machine Hire, service and Maintenance and spare Parts.
Who are Hortec Grow With Technology's main competitors?
Direct peers on record are Logiqs, Green Automation, Visser Horti Systems, Meteor Systems, Berg Hortimotive, Flier Systems, Bosman Van Zaal and TTA (Trans-Tec Asia). Broad incumbents are Certhon and Royal Brinkman.
Does Hortec Grow With Technology have an API?
No public API is recorded for Hortec Grow With Technology.
What industry is Hortec Grow With Technology in?
Hortec Grow With Technology's product category is Horticultural Automation Equipment. Its primary akta.pro industry code is EDAOAOAB, Horticulture, Nursery & Greenhouse Operations, with a secondary code of IMAHABAE, Cranes, Hoists & Overhead Material Handling (Industrial). Its NAICS code is 423820 and its SIC code is 5080.