GenNovation
GenNovation B.V. is a Dutch research consortium jointly owned by four leading ornamental horticulture breeding companies (Anthura, Dekker Chrysanten, Florensis, and Gebr. Vletter & Den Haan), developing DNA markers, haplotype-based markers, and bioinformatics pipelines to advance their shared breeding programs.
- Company typePrivate
- Founded2017
- HeadquartersWageningen, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingServices
What GenNovation does
GenNovation B.V. is a Dutch private strategic research consortium founded in August 2017 and headquartered at the Agro Business Park in Wageningen, Netherlands. It is jointly owned by four world-leading ornamental horticulture breeding companies: Anthura B.V. (Anthurium and Cyclamen), Dekker Chrysanten B.V. (Chrysanthemum, joined April 2018), Florensis B.V. (floriculture), and Gebr. Vletter & Den Haan B.V. (roses). The entity exists to develop and apply new breeding technologies for ornamental crops with challenging genomes, specifically DNA marker development, haplotype-based marker approaches, and bioinformatics pipelines capable of analyzing large-scale sequence data in crops with complex genome size and ploidy characteristics.
The company's core offerings are internal research services: DNA marker development for ornamental breeding programs, in-house molecular laboratory services, and bioinformatics research services. It opened an in-house molecular laboratory at Wageningen Agro Business Park in March 2020 to support DNA marker development and application for its shareholders. GenNovation does not generate external revenue or sell to outside customers; rather, it operates as a cost-sharing collaboration where each shareholder maintains its own R&D policy and uses the consortium's outputs within its independent breeding programs. The business model is therefore a closed-loop R&D platform, with no external GTM motion, no public pricing, and distribution limited to internal sharing of research outputs among the four partners.
GenNovation firmographics
Firmographics- Name
- GenNovation
- Legal name
- GenNovation B.V.
- Website
- https://gennovation.nl
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- GenNovation B.V. is a Dutch research consortium jointly owned by four leading ornamental horticulture breeding companies (Anthura, Dekker Chrysanten, Florensis, and Gebr. Vletter & Den Haan), developing DNA markers, haplotype-based markers, and bioinformatics pipelines to advance their shared breeding programs.
- Ownership category
- akta.pro rank
GenNovation industry classification
Industry- Product category
- Plant Breeding Research Services
- NAICS
- Greenhouse, Nursery, and Floriculture Production (1114)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Genotyping Platforms & Services (SNP arrays, GBS, sequencing) (AFABALAE)
- akta.pro secondary industries
- Biotechnology & Gene-Edited Trait Development (AFAGAIAG), Trait Discovery & Functional Genomics (Target ID/Validation) (AFABALAC)
Keywords
Where GenNovation is headquartered
LocationHeadquarters
- HQ city
- Wageningen
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
GenNovation business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Infrastructure, Operations
Revenue model
- Research Collaboration Services: GenNovation does not generate external revenue. It is a cost-sharing research consortium whose outputs (new breeding technologies, DNA markers, research findings) benefit the four shareholder companies directly. Each partner maintains its own R&D policy while conducting joint projects within GenNovation.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
GenNovation product offering
Product offeringCore offering
GenNovation develops and applies new breeding technologies for ornamental horticulture on behalf of four shareholder breeding companies. Its deliverables include DNA marker development, haplotype-based markers for crops with challenging genome sizes and ploidy levels, bioinformatics pipelines analyzing large-scale sequence data, and access to an in-house molecular laboratory in Wageningen. The outputs feed directly into the partner companies' individual breeding programs for Anthurium, Cyclamen, Chrysanthemum, floriculture, and roses.
Product overview
GenNovation is a strategic collaboration platform operated by four world-leading ornamental breeding companies (Florensis, Gebr. Vletter & Den Haan, Anthura, and Dekker Chrysanten). Rather than a traditional product company, GenNovation provides shared research services including DNA marker development, molecular laboratory capabilities, and bioinformatics pipelines to strengthen the breeding efforts of its partner companies. The core offerings consist of haplotype-based marker development for ornamental crops, an in-house molecular laboratory for DNA marker application, and bioinformatics research services that analyze sequencing data to support variety development.
Differentiator
Problem solved
Functional benefit
Products and services
- DNA Marker Development Services Development and application of DNA markers for ornamental breeding programs. The service delivers haplotype-based markers for crops with challenging genome sizes and ploidy levels, produced via bioinformatics pipelines that analyze sequencing data. Delivered to the four shareholder breeding companies for use in their variety development programs.
- Molecular Laboratory Services In-house molecular laboratory located at Wageningen Agro Business Park, used for DNA marker development and application. Provides increased research capacity for breeding programs on behalf of Anthura, Dekker Chrysanten, Florensis, and Gebr. Vletter & Den Haan.
- Bioinformatics Research Services Interdisciplinary bioinformatics team developing workflows and pipelines to analyze genomic data, develop molecular markers from sequencing data, and support strategies for development of improved plant varieties across partner breeding programs.
Companies that use GenNovation
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles2 records
GenNovation technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature3 records
GenNovation partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Dekker Chrysanten B.V.coreFourth partner joined GenNovation on April 11, 2018. Dekker Chrysanten is a world-leading Chrysanthemum breeder based in Hensbroek, Netherlands. Director Henk Jacobs stated that the cooperation will result in better varieties developed faster through exchange of knowledge and experience in genetics.
- Anthura B.V.coreFounding partner of GenNovation. Anthura is a world-leading breeder of Anthurium and Cyclamen based in Bleiswijk, Netherlands. Joined the strategic collaboration to exchange knowledge and collaborate in research projects to strengthen breeding efforts. Participated in the opening of the in-house laboratory in 2020.
- Florensis B.V.coreFounding partner of GenNovation. Florensis is a world-leading floriculture breeder based in Hendrik-Ido-Ambacht, Netherlands. CEO Leo Hoogendoorn represented participants at the foundation. Hosted the R&D program manager recruitment and serves as the employer for some GenNovation staff.
- Gebr. Vletter & Den Haan B.V.coreFounding partner of GenNovation. Gebr. Vletter & Den Haan is a world-leading rose breeder based in Rijnsburg, Netherlands. Joined the strategic collaboration to develop new breeding technologies through knowledge exchange and joint research projects.
- Knowledge Institutions and Biotechnology CompaniesminorGenNovation collaborates with knowledge institutions and biotechnology companies for the realization of various research projects. These partnerships are approached as needed for specific projects rather than as formal, ongoing partnerships.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
GenNovation competitors and assessment
Company assessmentBroad incumbents
- Syngenta Flowers: Large global ornamental and seed business with a dedicated flowers division and significant breeding R&D. Comparable as a large incumbent in the ornamental breeding market that GenNovation's shareholders compete with and that operates molecular breeding programs internally.
- Bejo Zaden: Dutch vegetable seed company with significant investment in molecular breeding, DNA markers, and genomics. Comparable as a Netherlands-headquartered family-owned breeding company that operates a similar 'R&D platform supporting a commercial breeding business' model, albeit at much larger scale and in vegetables rather than ornamentals.
- Bayer Crop Science: One of the world's largest agricultural input companies with extensive investment in plant genomics, DNA markers, and trait development. Comparable as a large incumbent operating across plant breeding R&D, including ornamentals and broad-acre crops.
- Dümmen Orange: Global leader in ornamental breeding (cut flowers, pot plants, bedding plants) with substantial in-house R&D and molecular breeding capabilities. Comparable because it represents the type of large, vertically integrated ornamental breeder that GenNovation's shareholders are — and a potential future partner or competitor if it chose to collaborate or insource similar tools.
- Rijk Zwaan: Dutch vegetable seed breeder with deep in-house R&D investment in genomics, marker development, and bioinformatics. Comparable as a family-owned Dutch breeding company running shared R&D infrastructure for its commercial breeding pipelines — structurally analogous to GenNovation's consortium model.
- BASF Agricultural Solutions: Global agricultural company with significant investment in plant breeding, genomics, and seed businesses. Comparable as a broad incumbent whose R&D investments in marker technology and trait discovery represent a competitive alternative to consortium-based models like GenNovation's.
- Enza Zaden: Global vegetable seed breeding company with a strong molecular breeding and genomics program. Comparable as a Dutch family-owned breeding company that invests heavily in marker-assisted selection and bioinformatics to support commercial breeding.
Emerging players
- Wageningen University & Research (Plant Sciences Group): Leading Dutch plant science research institution co-located with GenNovation's lab in the Wageningen Agro Business Park. Comparable because it is a known collaboration partner and provides the surrounding talent pool, genomic tooling know-how, and research infrastructure that GenNovation's team draws on.
- East-West Seed: Global tropical vegetable seed breeder with growing investment in molecular breeding tools. Comparable as a family-owned breeding company that increasingly relies on marker-assisted selection and could be an analogous adopter of consortium-based R&D models for underserved crop segments.
Direct peers
- KeyGene: Dutch molecular breeding R&D company developing DNA markers, genomic tools, and trait platforms for crop improvement. Direct peer: both operate in Wageningen-area plant biotech, sell molecular breeding technologies to breeding companies, and serve overlapping customer archetypes (vegetable, ornamental, and field-crop breeders).
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
GenNovation social profiles
Digital presenceGenNovation financial estimates
Financial estimateRevenue estimate
Valuation estimate
GenNovation leadership team
Management profileNumber of profiles
Profiles2 records
GenNovation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GenNovation 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 GenNovation
What does GenNovation do?
GenNovation develops and applies new breeding technologies for ornamental horticulture on behalf of four shareholder breeding companies. Its deliverables include DNA marker development, haplotype-based markers for crops with challenging genome sizes and ploidy levels, bioinformatics pipelines analyzing large-scale sequence data, and access to an in-house molecular laboratory in Wageningen. The outputs feed directly into the partner companies' individual breeding programs for Anthurium, Cyclamen, Chrysanthemum, floriculture, and roses.
Is GenNovation a public or private company?
GenNovation is a private company. It is classified as corporate owned and is currently operating.
When was GenNovation founded?
GenNovation was founded in 2017. It employs 1 to 10 people.
Where is GenNovation based?
GenNovation is headquartered in Wageningen, Netherlands, in the Europe region.
How does GenNovation make money?
One revenue line is on record: research Collaboration Services.
Who are GenNovation's main competitors?
Broad incumbents on record are Syngenta Flowers, Bejo Zaden, Bayer Crop Science, Dümmen Orange, Rijk Zwaan, BASF Agricultural Solutions and Enza Zaden. Emerging players are Wageningen University & Research (Plant Sciences Group) and East-West Seed. KeyGene is listed as a direct peer.
Does GenNovation have an API?
No public API is recorded for GenNovation.
What industry is GenNovation in?
GenNovation's product category is Plant Breeding Research Services. Its primary akta.pro industry code is AFABALAE, Genotyping Platforms & Services (SNP arrays, GBS, sequencing), with a secondary code of AFAGAIAG, Biotechnology & Gene-Edited Trait Development. Its NAICS code is 1114 and its SIC code is 700.