Ammerlaan The Green Innovator B.V.

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.

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

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

• Tropical plant cultivation
• Ornamental horticulture
• Hydroculture plant production
• Geothermal greenhouse heating
• Office plant supply

Headquarters

HQ city

Pijnacker

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Infrastructure, Operations, Personnel, Supply Chain

Revenue model

1. 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

Core 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.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

One partnership is on record.

• 24 Colleague GrowerscoreOthers · 1 January 2010Ammerlaan 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

Direct 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

• Facebookfacebook.com/ammerlaantgi
• LinkedInlinkedin.com/company/ammerlaan-the-green-innovator-b.v.
• Instagraminstagram.com/ammerlaanthegreeninnovator

Revenue estimate

Valuation estimate

Number of profiles

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 Ammerlaan The Green Innovator B.V.