Green Specialties Holland

What Green Specialties Holland does

Green Specialties Holland, legally Groentenkwekerij A. v.d. Einden B.V., is a fourth-generation family-owned open-field vegetable grower and processor headquartered in Lierop, Noord-Brabant, Netherlands. The company cultivates more than 150 hectares of leafy vegetables — including baby spinach, rocket, mache, multiple baby leaf varieties, edible flowers (cornuta violets), and carrots — and operates its own washing, packing, and refrigerated logistics. A second cultivation block in northern Limburg spreads geographic risk. Demand-driven harvesting is the operational core: vegetables are cut only when orders are placed, with same-day field-to-customer delivery typical during the May–October local season.

Technology is built around integrated, in-house processes rather than proprietary software. Water used in washing is purified on-site and reused; all 150 hectares are irrigable via self-pumped groundwater with level-controlled drainage in light sandy soils; insect netting reduces chemical inputs on certain cabbage crops. The company is pursuing precision agriculture via the OP Zuid-funded LaserWeeder project with Carbon Robotics, HAS Green Academy, and the Praktijkcentrum voor Precisielandbouw, testing camera-based weed, disease, and pest recognition. Sustainability and quality certifications — On the Way to Planet Proof, SKAL Biologisch (since April 2019), Milieukeur (since 2011), GlobalGAP, Tesco Natures Choice, and Field-to-Fork — underpin retailer access.

The business model is B2B sales-led, selling own-brand and private-label packed fresh leafy vegetables directly to retailers and wholesalers across the Netherlands, Belgium, and Germany, with hospitality/horeca supplied via these wholesale partners. Year-round supply is achieved through off-season sourcing from Planet Proof-certified European growers under identical quality and sustainability standards. Pricing is not publicly disclosed and operates at bulk wholesale terms; both own-brand and private-label packaging structures are offered. Other revenue-adjacent activities include meeting and conference facilities at the Lierop site.

Name

Green Specialties Holland

Legal name

Groentenkwekerij A. v.d. Einden B.V.

Website

https://greenspecialties.nl

Company type

Private

Founded year

1900

Operating status

Operating

Headcount range

11–50 employees

Short description

Green Specialties Holland is a fourth-generation family-owned Dutch open-field vegetable grower and processor (Groentenkwekerij A. v.d. Einden B.V.) that cultivates 150+ hectares of leafy vegetables, washes and packs them in-house, and supplies retailers, wholesalers, and hospitality customers in the Netherlands, Belgium, and Germany on its own brand and private label.

Ownership category

akta.pro rank

Product category

Fresh Leafy Vegetables

NAICS

Vegetable and Melon Farming (11121), Other Vegetable (except Potato) and Melon Farming (111219), Fresh Fruit and Vegetable Merchant Wholesalers (424480)

SIC

Agricultural Production-Crops (100), Food And Kindred Products (2000)

akta.pro primary industry

Leafy Greens Farming (Lettuce, Spinach, Kale, Arugula, Chard) (AFAGADAA)

akta.pro secondary industry

Organic Vegetable & Melon Farming (Open-Field) (AFAGAKAC)

Keywords

• Fresh leafy vegetables
• Baby leaf production
• Open-field vegetable cultivation
• Washed and packed greens
• Private label produce

Headquarters

HQ city

Lierop

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Fresh Leafy Vegetable Sales (Own Brand): Green Specialties grows, washes, and packs leafy vegetables under its own brand label and sells directly to retailers and wholesalers across the Netherlands, Belgium, and Germany. The company controls the entire supply chain from field to customer, enabling freshness guarantees and private label options.
2. Private Label / White-Label Packing: Many wholesalers and retailers have embraced the quality of Green Specialties and the company packs its fresh product under private label for them. Regardless of what appears on the label, the packaging contains vegetables grown, harvested, washed and packed by Green Specialties.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Green Specialties Holland grows, harvests, washes, and packs fresh leafy vegetables — including baby spinach, rocket, baby leaf varieties and mixes, edible flowers, and carrots — on more than 150 hectares of open fields in the Netherlands, selling primarily under its own brand and private label to retailers, wholesalers, and hospitality buyers in the Netherlands, Belgium, and Germany. The company operates a demand-driven harvesting model in which vegetables are harvested only after an order is placed, with cold-chain delivery the same day via refrigerated trucks.

Product overview

Green Specialties Holland is a family-owned vegetable growing and processing company (part of Groentenkwekerij A. v.d. Einden B.V.) specializing in fresh leafy vegetables grown in open fields. The product portfolio centers on baby leaf vegetables (spinach, rocket/arugula, various baby leaf varieties, mache/lamb's lettuce), baby leaf mixes, edible flowers, and carrots. The company operates a full supply chain managing cultivation, harvesting, washing, and packing. Key products include Baby Spinach, Rocket, Baby Leaf varieties (Red Chard, Baby Lollo Rossa, Mizuna, Tatsoi, Red Oak Leaf, Landcress, Tatsoi Red, Green Batavia, Bull's Blood, Curly Kale Green/Red), Baby Leaf Mixes (Rucola Special Mix, Babyleaf Mix, Baby Salad Mix, Season Salad, Herb Salad), Herb Salad with Flowers, Edible Flowers (cornuta violets), and Carrots. An organic product line (Organic Baby Spinach and Organic Babyleaf) was launched in 2019 under SKAL certification. The company also offers meeting facilities at their Lierop headquarters for business events and company tours.

Differentiator

Problem solved

Functional benefit

Products and services

• Baby Spinach

Quantifiable outcome

• Harvest-to-delivery in a single day — what is on the field in the early morning leaves the loading dock in the afternoon
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Groentekwekerij A. van den Einden B.V. (parent company, same group)coreOthersGroentekwekerij A. van den Einden B.V. is the parent company that grows the vegetables and owns the processing company. This is the operating entity behind the Green Specialties brand, founded by the Van den Einden family. Adrie van den Einden (4th generation) has owned the company since 1991.
• Kwekerij Kerkenhuis B.V.minorStrategic or Co-development PartnerA biological nursery in Lierop specializing in organic leafy vegetables (spinach, rucola, babyleaf) with additional crops of peas and beans. 26 hectares in southeast Brabant (Lierop and Someren-Eind). Serves as a test location within the LaserWeeder OPZuid project.
• J&H Baltussen B.V.minorStrategic or Co-development PartnerA nursery in Asten specializing in leek plant cultivation. Collaborates with Groentekwekerij A. v.d. Einden B.V. and Kwekerij Kerkenhuis B.V. in the LaserWeeder project to test the laser weeding machine across a broader group of leafy vegetables.
• HAS Green AcademyminorStrategic or Co-development PartnerAgricultural University of Applied Sciences participating in the LaserWeeder OPZuid project. Students are paired with subject teachers to carry out various company assignments as part of the innovation project.
• European Vegetable Growers (Off-Season Supply)minorStrategic or Co-development PartnerGreen Specialties maintains contacts with vegetable growers in other European countries who grow according to the same quality and sustainability standards. This enables year-round supply with identical shape, taste, and color. Suppliers must treat their land on the same sustainable and respectful basis. Most important suppliers are also Planet Proof certified.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Special Fruit: Belgian specialty fresh produce importer and supplier focused on exotics, berries, and specialty vegetables to European retail and foodservice. Comparable in serving Benelux retailers with high-quality, sustainability-certified specialty produce and B2B distribution.
• Van Oers: Dutch fresh produce grower and supplier specializing in vegetables including lettuce, cabbage, and leafy greens for European retail and wholesale. Comparable in producing and supplying fresh leafy vegetables across Benelux.
• Vezet: Dutch fresh-cut vegetable specialist producing washed, packed leafy vegetables and salad mixes for European retailers. Highly comparable to Green Specialties in product category (leafy greens, washes, packs) and B2B go-to-market, though Vezet operates at significantly larger scale.
• Straco: Dutch greenhouse vegetable producer focused on cucumbers, peppers, and leafy vegetables. Comparable in being a Dutch producer of fresh vegetables with sustainability focus and B2B retailer supply, though operating primarily in protected cultivation.
• Hessing: Dutch fresh-cut fruit and vegetable processor supplying retailers with pre-packed salads, vegetables, and convenience produce. Comparable in B2B retail supply of fresh leafy vegetables and on processing, washing, and packing capabilities.

Broad incumbents

• Nature's Pride: Dutch-based importer and supplier of premium fresh produce including specialty vegetables and exotics to European retailers. Comparable in B2B fresh produce distribution and sustainability positioning, though focused on imported exotic and specialty produce rather than domestic cultivation.
• Dole plc: Global fresh produce company (formerly Total Produce) with major European fresh vegetables and salad operations. Comparable in supplying fresh leafy vegetables and prepared salads to European retailers, but at vastly larger multinational scale.
• Greenyard: Large Belgian-listed fresh produce company with deep European retailer relationships across fruit, vegetables, and prepared produce. Comparable in fresh produce segment, but operates at vastly larger scale and broader portfolio.
• Bonduelle: French-headquartered global vegetable producer with strong European presence in fresh, canned, and frozen vegetables including leafy greens. Comparable in leafy vegetable production and European retailer supply, but operates at dramatically larger scale across multiple formats.
• The Greenery: Dutch cooperative of fruit and vegetable growers supplying major European retailers under multiple categories including leafy vegetables. Comparable in Benelux fresh produce supply with sustainability certification, but is a multi-category cooperative.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/greenspecialties

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Green Specialties Holland