Ammerlaan The Green Innovator B.V.
Ammerlaan The Green Innovator B.V. is a third-generation Dutch family nursery that cultivates and supplies over 100 species of tropical green plants from a 6.5-hectare geothermal-heated greenhouse in Pijnacker, serving office, residential, and international wholesale buyers through flower auctions, direct sales, and the Floriday marketplace.
- Company typePrivate
- Founded1980
- HeadquartersPijnacker, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Ammerlaan The Green Innovator B.V. does
Ammerlaan The Green Innovator B.V. is a privately held Dutch family business founded in 1980 and currently in its third generation of family management. The company cultivates and supplies tropical green plants from a 6.5-hectare climate-controlled greenhouse facility located at Nootdorpseweg 15, Pijnacker, Netherlands, employing approximately 20 people. Its assortment spans more than 100 species (including Dracaena, Yucca, Croton, Howea kentia, Sansevieria, Palms, Calathea, Philodendron, and Beaucarnea) cultivated in both fertile soil and hydroculture using clay granules (kleikorrels), with pot sizes ranging from 19cm to 65cm and plant heights from 60cm to 250cm. Since 2010 the greenhouses have been heated by geothermal energy sourced from wells 2-3 kilometers underground, making Ammerlaan one of the first Dutch horticultural operations to achieve full CO2 neutrality and prompting the addition of 'The Green Innovator' to its name.
The company's revenue is generated primarily through wholesale plant sales delivered via three channels: twice-daily deliveries to multiple Dutch flower auctions, direct sales by phone and email to B2B customers, and the Floriday digital marketplace. Pricing is quote-based and not publicly disclosed, varying by species, size, and quantity, with order flexibility ranging from a single plant to large mixed orders serving thousands of units. Customer segments include office and corporate clients purchasing plants for workplace interiors, upscale home decorators and interior designers, and international wholesale buyers. A secondary revenue stream comes from supplying surplus geothermal hot water to 24 neighboring growers, a school, a swimming pool, a sports center, and 543 nearby residential homes. The 'Geo-Well' registered brand is applied across the product range as a sustainability label signaling geothermal cultivation, supporting differentiation in both Dutch and export markets.
Ammerlaan The Green Innovator B.V. firmographics
Firmographics- Name
- Ammerlaan The Green Innovator B.V.
- Legal name
- Ammerlaan The Green Innovator B.V.
- Website
- https://ammerlaan-tgi.nl
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Ammerlaan The Green Innovator B.V. is a third-generation Dutch family nursery that cultivates and supplies over 100 species of tropical green plants from a 6.5-hectare geothermal-heated greenhouse in Pijnacker, serving office, residential, and international wholesale buyers through flower auctions, direct sales, and the Floriday marketplace.
- Ownership category
- akta.pro rank
Ammerlaan The Green Innovator B.V. industry classification
Industry- Product category
- Tropical Plant Nursery
- NAICS
- Nursery and Floriculture Production (11142)
- SIC
- Agricultural Production-Crops (100)
- akta.pro primary industry
- Potted Flowering Plants & Bedding Plants Production (Annuals, Perennials, Plugs) (AFAGAHAE)
Keywords
Where Ammerlaan The Green Innovator B.V. is headquartered
LocationHeadquarters
- HQ city
- Pijnacker
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Ammerlaan The Green Innovator B.V. business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Infrastructure, Operations, Personnel, Supply Chain
Revenue model
- Plant Sales: Sale of tropical green plants grown in greenhouses. Products range from 60cm to 250cm height, pot sizes from 19cm to 65cm, quantities from 1 plant to large mixed orders. Delivered twice daily to flower auctions and direct to customers.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Ammerlaan The Green Innovator B.V. product offering
Product offeringCore offering
Ammerlaan The Green Innovator cultivates and supplies more than 100 species of tropical green plants in fertile soil and hydroculture systems across a 6.5-hectare climate-controlled greenhouse facility in Pijnacker, Netherlands. The product range spans pot sizes from 19cm to 65cm and plant heights from 60cm to 250cm, delivered in quantities from a single plant to thousands, primarily to office planting customers, interior decorators, and international buyers via twice-daily flower auction deliveries, the Floriday online platform, and direct phone/email sales.
Product overview
Ammerlaan The Green Innovator B.V. is a family business specializing in tropical green plant cultivation. The company operates a 6.5-hectare greenhouse facility and grows over 100 different plant species in soil and hydroculture systems, ranging from pot sizes 19cm to 65cm and heights from 60cm to 250cm. The product portfolio includes Dracaena, Yucca, Croton, Howea kentia, Sansevieria, Palmen, Calathea, Philodendron, and Beaucarnea. Products are available in quantities from single plants to large mixed orders and are delivered twice daily to various auctions. The Geo-Well sub-brand represents their sustainability-certified products grown using geothermal energy.
Differentiator
Problem solved
Functional benefit
Products and services
- Tropical Green Plants (Soil and Hydroculture) Cultivation and supply of more than 100 different species of tropical green plants in numerous varieties and sizes, available in both fertile soil and hydroculture (clay granules with nutrient water) systems. Plant heights range from 60cm to 250cm and pot sizes from 19cm to 65cm, suitable for office planting and elegant home decoration. Available in quantities from one plant to thousands with twice-daily auction delivery.
- Geo-Well Labeled Products Sustainability-labelled tropical plants and horticultural products cultivated using geothermal energy from 2-3 kilometers underground, certified CO2-neutral and bearing the registered Geo-Well brand logo. The label is applied across the full product assortment to communicate the CO2-neutral cultivation method to end customers.
Companies that use Ammerlaan The Green Innovator B.V.
Customer profileSegments3 records
Ideal customer profiles3 records
Ammerlaan The Green Innovator B.V. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature2 records
Ammerlaan The Green Innovator B.V. partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- 24 Colleague GrowerscoreAmmerlaan supplies geothermal heat to 24 neighboring horticulture growers, demonstrating collaborative sustainability practices in the regional agricultural community. This partnership enables other growers to benefit from geothermal energy while Ammerlaan generates additional revenue from heat distribution.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Ammerlaan The Green Innovator B.V. competitors and assessment
Company assessmentDirect peers
- Sion Young Plants: Dutch young plant producer for ornamental potted plants including foliage species, supplying growers and retailers across Europe; directly comparable in product category and customer overlap with Ammerlaan.
- KP Holland: Dutch potted plant grower specializing in flowering and foliage houseplants, including Curcuma and Kalanchoe lines, serving the same European retail and wholesale buyer base as Ammerlaan.
- HilverdaKooij: Dutch breeder and propagator of cut flowers and potted plants with a focus on floriculture products; shares the Westland/Dutch greenhouse ecosystem and similar international wholesale customer base.
- Anthura: Dutch breeder and young-plant supplier specializing in Anthurium and Orchids, operating in the same greenhouse ornamental horticulture space with global distribution channels overlapping Ammerlaan's buyer network.
Regional players
- Koppert Cress: Dutch specialist in microgreens and edible cresses grown under controlled greenhouse conditions; shares the high-tech Dutch greenhouse horticulture category but serves foodservice rather than ornamental channels.
Broad incumbents
- Royal Van Zanten: Established Dutch breeder of potted and cut flowers with global reach; comparable as a broader ornamental horticulture incumbent participating in the same auction and export ecosystem.
- Dutch Flower Group: Largest international trader of flowers and plants, sourcing from growers like Ammerlaan and selling to global retail; functions as an incumbent distribution counterpart and aggregator in the same value chain.
- Royal FloraHolland: The world's largest flower and plant auction, and a key distribution channel for Ammerlaan; functions as an incumbent platform rather than a direct competitor but shapes industry pricing and access.
- Dümmen Orange: One of the world's largest ornamental plant breeders, with a broad portfolio across cut flowers, potted plants and bedding plants; competes with Ammerlaan in the wider horticulture value chain and auctions channel.
Others
- Van der Hoeven Horticultural Projects: Dutch turnkey greenhouse builder and technology integrator; comparable as an adjacent ecosystem participant enabling high-tech geothermal greenhouse builds that Ammerlaan relies upon.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Ammerlaan The Green Innovator B.V. social profiles
Digital presenceAmmerlaan The Green Innovator B.V. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ammerlaan The Green Innovator B.V. leadership team
Management profileNumber of profiles
Ammerlaan The Green Innovator B.V. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ammerlaan The Green Innovator B.V. 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 Ammerlaan The Green Innovator B.V.
What does Ammerlaan The Green Innovator B.V. do?
Ammerlaan The Green Innovator cultivates and supplies more than 100 species of tropical green plants in fertile soil and hydroculture systems across a 6.5-hectare climate-controlled greenhouse facility in Pijnacker, Netherlands. The product range spans pot sizes from 19cm to 65cm and plant heights from 60cm to 250cm, delivered in quantities from a single plant to thousands, primarily to office planting customers, interior decorators, and international buyers via twice-daily flower auction deliveries, the Floriday online platform, and direct phone/email sales.
Is Ammerlaan The Green Innovator B.V. a public or private company?
Ammerlaan The Green Innovator B.V. is a private company. It is classified as family owned and is currently operating.
When was Ammerlaan The Green Innovator B.V. founded?
Ammerlaan The Green Innovator B.V. was founded in 1980. It employs 11 to 50 people.
Where is Ammerlaan The Green Innovator B.V. based?
Ammerlaan The Green Innovator B.V. is headquartered in Pijnacker, Netherlands, in the Europe region.
How does Ammerlaan The Green Innovator B.V. make money?
One revenue line is on record: plant Sales.
Who are Ammerlaan The Green Innovator B.V.'s main competitors?
Direct peers on record are Sion Young Plants, KP Holland, HilverdaKooij and Anthura. Koppert Cress is listed as a regional player. Broad incumbents are Royal Van Zanten, Dutch Flower Group, Royal FloraHolland and Dümmen Orange. Van der Hoeven Horticultural Projects is listed as an others.
Does Ammerlaan The Green Innovator B.V. have an API?
No public API is recorded for Ammerlaan The Green Innovator B.V..
What industry is Ammerlaan The Green Innovator B.V. in?
Ammerlaan The Green Innovator B.V.'s product category is Tropical Plant Nursery. Its primary akta.pro industry code is AFAGAHAE, Potted Flowering Plants & Bedding Plants Production (Annuals, Perennials, Plugs). Its NAICS code is 11142 and its SIC code is 100.