Colours of Nature

What Colours of Nature does

Colours of Nature is a Netherlands-based cooperative (Colours of Nature UA, KV K 27272787) of gerbera growers that supplies mini gerberas and large-flowered gerberas to retail chains and supermarkets across Europe. The organization consolidates five member growers operating nine production nurseries in the Westland region (De Lier, Naaldwijk, Honselersdijk, Maasdijk, Kwintsheul, Berkel & Rodenrijs, Bleiswijk), producing roughly 240 million mini gerberas per year and self-identifying as the largest supplier of mini gerberas in Europe. Output flows through a central distribution operation managed in-house — with logistics, bouquet, quality, planning, and administration functions — from greenhouse to retail shelf under a deliberately short supply chain.

The commercial model is B2B wholesale built on annual fixed-price contracts with retailers. The company maintains a curated, annually refreshed assortment (varieties such as Anna, Air Play, Lauda, Twiggy, Talent, Maeve, and others) rather than a long tail of SKUs, prioritizing uniform flower diameter ('strakke sortering'), stable quality, and predictable shelf performance over experimental varieties or limited editions. Sales are managed by commercial managers handling direct retail relationships, with deliveries made Ex Works under Incoterms 2010 and logistics typically arranged by the customer.

The cooperative is privately held by its grower-members with no external investors, parent company, or public listing. Operations are governed by a central office headed by General Director Mark Zwinkels, with functional coverage across supply chain, quality, planning, finance, and logistics, alongside a bouquet ('boeketterie') department. Distribution reach is European, primarily via direct sales to retail chains, with minimal direct-to-consumer or digital marketing presence (LinkedIn and Twitter profiles only). MPS-GAP certification and plastic-free packaging are positioned as competitive credentials for retail sustainability programs.

Name

Colours of Nature

Legal name

Colours of Nature UA

Website

https://coloursofnature.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Colours of Nature is a Netherlands-based cooperative of five gerbera growers operating nine nurseries that produces 240 million mini gerberas annually for European retail chains under annual fixed-price contracts, marketed as the largest mini gerbera supplier in Europe.

Ownership category

akta.pro rank

Product category

Cut Flowers (Floriculture)

NAICS

Greenhouse, Nursery, and Floriculture Production (1114), Nursery and Floriculture Production (11142)

akta.pro primary industry

Nursery Production (Woody Ornamentals: Trees, Shrubs, Roses) (AFAGAHAF)

Keywords

• Cut flower wholesale
• Mini gerbera production
• Greenhouse horticulture
• Retail floral supply
• Cooperative flower farming

Headquarters

HQ city

De Lier

HQ country

Netherlands

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Mini Gerbera Wholesale: Large-scale wholesale supply of mini gerberas to retail chains. The company operates a short supply chain model from greenhouse to retail shelf, providing stable, large-volume deliveries of uniform mini gerberas with consistent quality and flower diameter.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Colours of Nature is a cooperative of five member growers operating nine nurseries in the Netherlands that cultivates and wholesale-supplies mini gerberas (and large-flowered gerberas) to retail chains and supermarkets across Europe. They produce 240 million mini gerberas annually through a short supply chain from greenhouse to retail shelf, offering a stable, annually curated assortment with uniform flower diameter and consistent quality.

Product overview

Colours of Nature operates as a cooperative of five members cultivating gerberas across nine nurseries in the Netherlands, producing 240 million mini gerberas annually, making it the largest gerbera supplier in Europe. The company offers two main product lines: Mini Gerbera varieties (including Anna, Air Play, Lauda, Twiggy, Talent, Maeve, and many others listed in the assortment) and Large-flowered Gerbera. Their strategy focuses on a curated annual assortment rather than hundreds of varieties, with varieties selected based on retailer preferences, quality, durability, uniformity, and color palette. The company emphasizes sustainable practices including plastic-free packaging.

Differentiator

Problem solved

Functional benefit

Products and services

• Mini Gerbera Assortment Curated retail-focused assortment of mini gerbera varieties cultivated by the cooperative's five member growers across nine nurseries in the Netherlands. Renewed annually based on retailer preferences and quality standards, offered as stable wholesale supply for retail chains and supermarkets across Europe with uniform flower diameter and consistent quality.
• Grootbloemig Gerbera (Large-flowered Gerbera) Large-flowered gerbera varieties that complement the mini gerbera offering, completing the cooperative's product portfolio for retail channels in Europe.

Quantifiable outcome

• 240 million mini gerberas produced annually across 9 nurseries
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Marginpar: Dutch specialty cut-flower grower producing high-end summer flowers and gerberas for the European wholesale and retail trade. Comparable as a Netherlands-based cut-flower producer targeting retail florists and supermarket buyers.
• Hilverda de Boer: Dutch family-owned importer and exporter of cut flowers and plants serving European supermarket and retail chains. Comparable as a Dutch B2B supplier focused on large-volume retail floral programs with logistics and assortment management.
• Dümmen Orange: Dutch-based global leader in floricultural breeding and propagation with a strong gerbera portfolio. Comparable as a major ornamental flower producer targeting international retail and wholesale channels, but operating as a single privately-held company rather than a grower cooperative.
• Decorum Plants & Flowers: Dutch cooperative of ornamental plant and flower growers marketing under a single premium brand to European florists and retail. Highly comparable structure (grower cooperative) and B2B go-to-market focused on quality-assured floral supply.
• Van der Valk + de Gier: Dutch supplier of fresh cut flowers and plants to European supermarket chains and wholesalers. Comparable as a Dutch B2B floriculture supplier with a similar retail-channel go-to-market and supply-chain focus.
• OK Plant: Dutch grower of flowering houseplants and bedding plants, primarily orchids and celosia, serving European retail chains. Comparable as a Dutch greenhouse producer targeting large-volume retail floral programs, though focused on potted plants versus cut flowers.
• Suntory Flowers: Japanese-owned breeder and global supplier of ornamental varieties including gerberas (Suntory® gerbera series). Comparable as a breeder-producer in the gerbera category with international retail distribution.
• Florensis: Dutch breeder and producer of ornamental young plants including gerberas, supplying growers across Europe. Comparable in core floriculture production and breeding, though focused upstream on plant propagation rather than finished-cut-flower retail supply.

Broad incumbents

• Ball Horticultural Company: US-headquartered global horticulture company breeding and supplying a broad range of ornamental flowers, including gerberas, to professional growers worldwide. Comparable as a broad incumbent in floriculture breeding and supply rather than a single-category cooperative.
• Royal FloraHolland: Dutch cooperative flower auction that is the dominant marketplace for cut flowers and plants globally. Comparable as the structural backbone of the Dutch ornamental supply chain Colours of Nature operates within, but operates as a marketplace rather than a producer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/CoN_gerberas
• LinkedInlinkedin.com/company/coloursofnaturegerberas

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

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 Colours of Nature