Hotraco Horti
Hotraco Horti provides automation systems — including the Orion-GC climate computer, Orion-MC Multi Connect, motor and pump controllers, and wireless sensors — that regulate climate, irrigation, screening, and energy for greenhouse growers worldwide, serving enterprise horticulture projects, garden centers, and agricultural research institutions.
- Company typePrivate
- Founded1974
- HeadquartersHegelsom, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Hotraco Horti does
Hotraco Horti is a Netherlands-based (Hegelsom) provider of automation systems for greenhouse horticulture, founded in 1974 as part of the Hotraco Group. Its portfolio centers on the ORION-GC climate and irrigation computer and the ORION-MC (Multi Connect) all-in-one automation system, supported by GMC motor control units, GP(M)-1 pump control units, control panels and distributors, the Rainbow+ management software, the Remote+ smartphone/tablet app, and the ClimaScan+ wireless sensor system for micro-climate analysis. These systems regulate ventilation, screening, heating, recirculation, CO2, irrigation, and lighting across greenhouse, tunnel/poly, and indoor vertical farming operations. The company sells via a direct sales team and a worldwide dealer/installer network (including DS Hortitrade/Debets Schalke, Elceta in Norway, TERMOLAT in the Baltics, Climeco Engineering in Germany, and El-Reda in Egypt), serving growers, garden centers, and agricultural research institutions across dozens of countries.
In October 2024, Hotraco was acquired by Sweden's Munters AB through its FoodTech business unit (from Amsterdam-based Family Office Nedvest), and was subsequently placed under the Speria umbrella alongside controller brands Rotem, InoBram, and AEI. The company continues to operate under the Hotraco Horti brand while contributing to Speria's goal of delivering end-to-end supply chain solutions. Revenue is generated through hardware sales (climate computers, controllers, panels), software and digital solutions, and engineering/panel-building services, with quote-based pricing and multi-year contracts typical of the project-driven enterprise sales motion.
Headcount is reported in the 11-50 employee band, with a headquarters in Hegelsom and additional operations in Horst (development centre and sales/service/distribution). Marquee customers include Egypt's National Company for Protective Cultivations (NCPC) across 1,100 hectares of greenhouses, Colombia's Agrosavia research corporation, Germany's Scherzer & Boss Fruchtgemüse, and Dutch/Belgian organic vegetable grower BioVerbeek. The company ranked among the Top 100 best-performing Dutch manufacturing companies in 2022 and has continued to expand its product roadmap through 2025 with the launches of the STR thermostat controller and the Multi Connect window-and-screen automation system.
Hotraco Horti firmographics
Firmographics- Name
- Hotraco Horti
- Legal name
- Hotraco Horti
- Website
- https://hotraco-horti.com
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hotraco Horti provides automation systems — including the Orion-GC climate computer, Orion-MC Multi Connect, motor and pump controllers, and wireless sensors — that regulate climate, irrigation, screening, and energy for greenhouse growers worldwide, serving enterprise horticulture projects, garden centers, and agricultural research institutions.
- Ownership category
- akta.pro rank
Hotraco Horti industry classification
Industry- Product category
- Greenhouse Automation Systems
- NAICS
- Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)
- SIC
- Auto Controls For Regulating Residential & Comml Environments (3822)
- akta.pro primary industry
- HVAC Controls & Optimization (Smart Thermostats, VAV, Chillers/Boilers Controls) (BPABAGAB)
Keywords
Where Hotraco Horti is headquartered
LocationHeadquarters
- HQ city
- Hegelsom
- HQ country
- Netherlands
- HQ region
- Europe
Offices3 records
Markets served
Hotraco Horti business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Hardware Products: Sale of automation hardware including Orion-GC climate computers, Orion-MC controllers, control panels, distributors, GMC motor control units, GP pump control units, and power units. Products are sold as complete solutions and individual components.
- Software & Digital Solutions: Sale of management software programs (Rainbow+) and remote control applications (Remote+ app). Software may be bundled with hardware or sold separately.
- Engineering & Panel Building Services: Custom engineering, production, and supply of switch and control panels for the horticultural sector. Dekra-certified workshop with CNC machines and certified employees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Orion-GC Climate Computer - Midrange segment for protected crops |
| Other | Multi-year contract | Orion-MC Multi Connect - All-in-one automation system |
| Unit Pricing | Multi-year contract | Power Units - GMC and GP/GP M-1 series |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Hotraco Horti product offering
Product offeringCore offering
Hotraco Horti designs, manufactures, and supplies automation systems for greenhouse climate, irrigation, and motor control. Core products include the Orion-GC climate and irrigation computer, the Orion-MC (Multi Connect) all-in-one window and screen automation system, GMC motor control units, GP pump control units, control panels and distributors, the Rainbow+ management software, the Remote+ app, the ClimaScan+ wireless sensor system, the STR thermostat controller, and the Ceres-FC fertigation unit. These offerings serve greenhouse horticulture, tunnel/poly greenhouses, and indoor vertical farming operations worldwide through a network of dealers and direct sales, complemented by engineering and panel-building services.
Product overview
Hotraco Horti offers a comprehensive portfolio of greenhouse automation solutions consisting of two core product lines: the ORION-GC climate and irrigation computer for mid-range applications, and the ORION-MC (Multi Connect) all-in-one automation system for window and screen control. These core systems are supported by complementary modules including GMC motor control units and GP(M)-1 pump control units for power management, control panels and distributors for electrical distribution, Rainbow+ management software and Remote+ app for remote monitoring and control, ClimaScan+ wireless sensor system for microclimate analysis, STR thermostat controllers for zone-level climate control, and Ceres-FC fertigation units for precision irrigation. The product ecosystem is designed for greenhouse horticulture, tunnel/poly greenhouses, and indoor vertical farming applications.
Differentiator
Problem solved
Functional benefit
Products and services
- ORION-GC Climate and Irrigation Computer Mid-range climate and irrigation computer for protected horticulture in various climate zones. Controls ventilation (ridge and end-wall), curtains, convector heaters, heating networks, atomisation, greenhouse air cooling, air circulation, CO2, and assimilation lighting, and can manage up to 8 departments individually. Optionally expandable with irrigation module for fertigation control.
- ORION-MC (Multi Connect) All-in-One Automation System All-in-one automation system and reliable communication interface between horticultural computers and motor-driven greenhouse installations and valves such as ventilation windows and screens. Seamlessly integrates climate computers with motor-driven greenhouse installations including screen systems, ventilation windows, ventilation units, and air conditioning units.
- GMC Motor Control Units (GMC-1, GMC-2, GMC-3) Motor control units that allow motor-driven installations in greenhouses to function flawlessly across the entire current range without requiring thermal protection. Used to control ventilation motors, screening, hoist heating, and similar greenhouse equipment.
- GP(M)-1 Pump (Mixing-Valve) Control Units Control units for pumps and mixing valves used in greenhouse water flow and heating networks. GP-1 controls 1-phase or 3-phase pumps manually or automatically; GPM-1 is designed primarily for heating networks, controlling mixing valves.
- Control Panels and Distributors Complete switch and control panels for the horticultural sector, engineered, produced, and supplied from a Dekra-certified workshop with CNC machines and certified employees. Available in standardized series or fully customized to project requirements.
- Rainbow+ Management Software PC management program that visualizes all relevant greenhouse data graphically in charts and diagrams. Dashboard can be customized based on personal preferences to show and compare the most important data, providing a complete overview of greenhouse processes.
- Remote+ App Smartphone and tablet application for remote control of the ORION-GC system. Provides direct access to all greenhouse processes including climate control, screening, and water supply from anywhere.
- ClimaScan+ Wireless Sensor System Completely wireless sensor system for analyzing micro-climate in greenhouses. Approximately 50 wireless sensors cover about 2 hectares of greenhouse area, measuring temperature and relative humidity throughout the greenhouse to detect deviations and enable precision optimization of growing conditions.
- STR Thermostat Controller Compact controller for ventilation (0-10 Vdc) and heating/cooling (relay contact) based on room temperature. Features four operating modes (ventilation, cooling, heating, manual fan speed), intelligent parameters, intuitive display, and visual feedback for zone-level climate control.
- Ceres-FC Fertigation Unit Fertigation unit for precise irrigation control with multiple fertilizer recipes via A/B tanks in individual irrigation zones.
- Engineering & Panel Building Services Custom engineering, production, and supply of switch and control panels for the horticultural sector, delivered from a Dekra-certified workshop with CNC machines and certified employees.
Quantifiable outcome
- Temperature variations of up to 5°C can be identified and corrected, reducing plant disease risk and improving growth uniformity
- +4 more outcomes
Companies that use Hotraco Horti
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Hotraco Horti technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Hotraco Horti partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship, core, major and regional.
- Speria (Part of Munters)flagshipHotraco Horti is now part of Speria, which unites the technologies, software, and services of Munters' FoodTech business unit. Founded in May 2026, Speria transforms mission-critical data into operational intelligence for the global food supply chain. Controller brands like Hotraco, Rotem, InoBram, and AEI continue as product brands under the Speria umbrella.
- AgrosaviacoreColombian agricultural research corporation. Hotraco installed Orion-GC climate computers, new fans, motor controls, and pad cooling systems controlled by GP pump units for greenhouse climate research. Future phases will equip all greenhouses with Orion-GC systems including lighting, ventilation, screens, and recirculation.
- Climeco EngineeringcoreGerman partner that supplies ClimaScan+ wireless sensor systems to growers. Expert advice and consultation for microclimate analysis in greenhouses.
- El-RedamajorEgyptian installation partner responsible for installing Hotraco automation systems in the 1,100+ hectare Egypt greenhouse project. Systems installed under continuous supervision of Hotraco Horti staff.
- DS Hortitrade / Debets SchalkemajorDutch greenhouse builder and trading company that sells and installs Hotraco products. Active in international turnkey greenhouse construction projects as well as smaller projects for growers and garden centers.
- ElcetaregionalNorwegian technical installation company that has worked with Hotraco for over 20 years. Sources control panels and sells Orion-GC systems to Norwegian growers.
- TERMOLATregionalLatvian greenhouse builder carrying out small and larger turnkey projects mainly in Baltic States, Russia, Ukraine, and Azerbaijan. Has sold multiple Orion installations across several projects.
Scale indicators5 records
Recent moves9 records
Expansion highlights6 records
Hotraco Horti competitors and assessment
Company assessmentBroad incumbents
- Royal Brinkman: Royal Brinkman is a broad greenhouse supplier distributing third-party automation, climate and irrigation equipment alongside crop protection and inputs, making it an incumbent channel competitor for Hotraco products.
- Ludvig Svensson: Svensson is the leading greenhouse climate-screen manufacturer working alongside the same automation partners. Its screens are integrated with Hotraco's Orion-MC in many grower installations, making it both a partner and adjacent incumbent.
Direct peers
- Hoogendoorn Growth Management: Hoogendoorn, part of Arvesta, supplies greenhouse process automation including climate, irrigation and water systems, directly competing with Hotraco in mid- and high-end protected horticulture projects.
- Ridder Group: Ridder Group delivers greenhouse climate screens, ventilation, irrigation and automation systems, overlapping head-to-head with Hotraco's Orion-GC and Orion-MC offerings for protected horticulture worldwide.
- Certhon: Certhon designs and builds high-tech greenhouses and indoor farms with integrated climate and irrigation automation, pursuing the same turnkey horticulture projects as Hotraco Horti.
- KUBO Greenhouse Projects: KUBO builds turnkey greenhouses and integrates automation/climate systems for international growers, competing directly with Hotraco on large multi-hectare projects in similar geographies.
- Priva: Priva is the Dutch market leader in greenhouse climate control, irrigation and process automation, serving the same growers and offering directly comparable climate computers, fertigation and energy-management solutions.
Emerging players
- Motorleaf: Motorleaf applies AI and data analytics to greenhouse and indoor farm operations, offering a partial overlap with Hotraco's Rainbow+ software and Remote+ monitoring capabilities.
- SAF Tehnika / Aranet: Aranet produces industrial wireless sensors and monitoring platforms for environmental measurement, directly analogous to Hotraco's ClimaScan+ wireless sensor system used in greenhouse microclimate analysis.
Others
- Rotem (Munters FoodTech / Speria): Rotem is a sibling brand under Speria/Munters FoodTech that sells climate and process controllers for livestock and post-harvest; together with Hotraco they now form a combined portfolio offered by the same parent.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Hotraco Horti social profiles
Digital presenceHotraco Horti financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hotraco Horti leadership team
Management profileNumber of profiles
Profiles10 records
Hotraco Horti subsidiaries and ownership
Company hierarchySubsidiaries2 records
Hotraco Horti funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hotraco Horti 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 Hotraco Horti
What does Hotraco Horti do?
Hotraco Horti designs, manufactures, and supplies automation systems for greenhouse climate, irrigation, and motor control. Core products include the Orion-GC climate and irrigation computer, the Orion-MC (Multi Connect) all-in-one window and screen automation system, GMC motor control units, GP pump control units, control panels and distributors, the Rainbow+ management software, the Remote+ app, the ClimaScan+ wireless sensor system, the STR thermostat controller, and the Ceres-FC fertigation unit. These offerings serve greenhouse horticulture, tunnel/poly greenhouses, and indoor vertical farming operations worldwide through a network of dealers and direct sales, complemented by engineering and panel-building services.
Is Hotraco Horti a public or private company?
Hotraco Horti is a private company. It is classified as corporate owned and is currently operating.
When was Hotraco Horti founded?
Hotraco Horti was founded in 1974. It employs 11 to 50 people.
Where is Hotraco Horti based?
Hotraco Horti is headquartered in Hegelsom, Netherlands, in the Europe region.
How does Hotraco Horti make money?
Three revenue lines are on record. Hardware Products are the primary driver. The others are software & Digital Solutions and engineering & Panel Building Services.
Who are Hotraco Horti's main competitors?
Broad incumbents on record are Royal Brinkman and Ludvig Svensson. Direct peers are Hoogendoorn Growth Management, Ridder Group, Certhon, KUBO Greenhouse Projects and Priva. Emerging players are Motorleaf and SAF Tehnika / Aranet. Rotem (Munters FoodTech / Speria) is listed as an others.
Does Hotraco Horti have an API?
No public API is recorded for Hotraco Horti.
What industry is Hotraco Horti in?
Hotraco Horti's product category is Greenhouse Automation Systems. Its primary akta.pro industry code is BPABAGAB, HVAC Controls & Optimization (Smart Thermostats, VAV, Chillers/Boilers Controls). Its NAICS code is 334512 and its SIC code is 3822.