Hoogeveen Plants

What Hoogeveen Plants does

Hoogeveen Plants B.V. is a privately held Dutch ornamental and fruit plant producer headquartered in Hazerswoude-Dorp, South Holland, founded in 1988 and operating across 13 locations in the Netherlands with 550,000 m² of production area. The company cultivates and markets a broad portfolio of garden plants — climbing plants (UP!Climbers, 160+ varieties), 100% organically grown fruit plants (Tasty Green, 123 varieties), ornamental grasses and ferns (Elegrass), bamboo, Helleborus (Hello Helleborus, 28 varieties), and Agapanthus (Hello Agapanthus, 15 varieties) — under the Perfect Garden master brand and nine registered sub-brands, including a multi-colour concept branded Three Sisters. It serves both B2B buyers via the Floraxchange wholesale marketplace and B2C consumers through the MyPerfectGarden web store and affiliated garden centres across the Netherlands and beyond.

The company's underlying production technology is built around sustainable horticulture rather than AI: it was the first Dutch grower to deliver 100% organically grown fruit plants from young plant to final product, employs biological pest control using biodiversity strips and millions of released natural enemies annually, and has substituted 50–60% of peat in its growing media with local residual streams (wood scraps, dried cow manure fractions, green-waste compost) as of 2022. All pots and trays are made from 100% recycled plastic since 2019, irrigation relies on a closed-loop rainwater system, and 1,350 solar panels are integrated into the Agapanthus greenhouse cover at Denemarkenlaan 16. Certifications include SKAL Biocontrole (organic chain), MPS-A+, MPS-GAP, GLOBAL-GAP, and MPS SQ.

Hoogeveen Plants generates revenue through physical plant sales across both B2B and B2C channels. Wholesale buyers source inventory via Floraxchange, while end consumers purchase directly through the MyPerfectGarden web store, which is integrated with the M2 App — a visual garden planner that generates personalised planting schemes for 1 m², 2 m², or 3 m² borders. Products are also stocked by garden centre retailers across the Netherlands and surrounding geographies. Pricing is not publicly disclosed. The company has stated a target of fully climate-neutral production by 2030 and is privately held, with no disclosed funding rounds, institutional investors, or parent-company affiliations.

Name

Hoogeveen Plants

Legal name

Hoogeveen Plants B.V.

Website

https://hoogeveenplants.nl

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Hoogeveen Plants is a privately held Dutch ornamental and fruit plant producer operating 13 production sites across the Netherlands, supplying climbing plants, organic fruit plants, grasses, ferns, Helleborus, and Agapanthus to B2B wholesalers (Floraxchange), B2C consumers (MyPerfectGarden), and garden centres under the Perfect Garden brand portfolio.

Ownership category

akta.pro rank

Product category

Ornamental Horticulture

NAICS

Nursery and Floriculture Production (11142)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

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

akta.pro secondary industry

Organic Greenhouse & Protected Crop Farming (High Tunnels, Greenhouses) (AFAGAKAD)

Keywords

• Ornamental plant nursery
• Garden plant production
• Organic fruit plants
• Climbing plant cultivation
• Sustainable horticulture

Headquarters

HQ city

Hazerswoude-Dorp

HQ country

Netherlands

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Garden Plant Sales: Hoogeveen Plants generates revenue through the sale of garden plants across multiple product categories including climbing plants, organic fruit plants, ornamental grasses, bamboo, ferns, helleborus, and agapanthus. Products are sold both B2B (via Floraxchange) and B2C (via MyPerfectGarden).

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Hoogeveen Plants is a Dutch horticultural producer that cultivates and sells a complete range of garden plants — climbing plants, organic fruit plants, bamboo, ornamental grasses, ferns, Helleborus, and Agapanthus — across 550,000 m² of greenhouse and outdoor production. Products are sold under branded ranges (UP!Climbers, Tasty Green, 100% Fruit, Hello Helleborus, Hello Agapanthus, Elegrass, Three Sisters, Good Roots, Forever Green) through the Floraxchange B2B wholesale platform, the MyPerfectGarden direct-to-consumer web store and a network of garden centres.

Product overview

Hoogeveen Plants is a Dutch garden plant producer with over 35 years of experience, operating under the Perfect Garden master brand. The company offers a complete product range of Climbing Plants (UP!Climbers), Organic Fruit Plants (Tasty Green and 100% Fruit), Bamboo-Grasses-Ferns (Elegrass), Helleborus (Hello Helleborus), and Agapanthus (Hello Agapanthus), plus the Three Sisters multi-color line and Good Roots structural plants. Additionally, they provide a digital garden planning tool called the M2 APP for personalized garden design. Their products are distributed in pots and trays made from 100% recycled plastic, with a goal of climate-neutral production by 2030.

Differentiator

Problem solved

Functional benefit

Brands

• Perfect Garden: Product groups including various garden plants sold under the Perfect Garden brand.
• Hello Helleborus
• Elegrass
• UP!Climbers
• 100% Fruit
• Tasty Green
• Hello Agapanthus
• Three Sisters
• Forever Green
• GOOD ROOTS

Products and services

• Hello Helleborus Winter-flowering Helleborus (Christmas rose) perennial plants that flower October to February and remain green throughout winter, sold as a branded product line for garden centre and consumer buyers.
• Elegrass Ornamental grass product line providing accent plants for patios and gardens.
• UP!Climbers Climbing plant range of 160+ varieties with large showy flowers, supplied in 100% recycled plastic pots and labels for gardens, terraces and balconies.
• Tasty Green 100% organically grown fruit plant line of 123 varieties, produced under SKAL certification using sustainable peat alternatives and only vegetable and animal fertiliser; includes varieties guaranteed to fruit.
• 100% Fruit Organic fruit plant product line offering the complete range including various berries, grapes, figs and tree fruits.
• Hello Agapanthus Sun-loving Agapanthus (African lily) border plants in 15 varieties producing large ball-shaped flower heads in blue, white and purple.
• Three Sisters Multi-colour plant line available in Clematis and Agapanthus varieties where three harmoniously matched colours bloom simultaneously on the same plant, positioned as a long-lasting flowering gift or garden ornament.
• Forever Green Structural garden plant line giving gardens year-round structure and form.
• Good Roots Structural plant line providing a foundational framework for garden design.
• M2 App Visual square-metre garden planner that generates personalised plant compositions and planting plans for borders of 1 m², 2 m² or 3 m², supporting consumer plant selection from the Hoogeveen Plants range.

Quantifiable outcome

• 100% organic fruit plants from young plant to final product (first Dutch grower)
• +4 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Three partnerships are on record, tiered core.

• FloraxchangecoreChannel Partner/ Reseller/ DistributorFloraxchange is a B2B marketplace where Hoogeveen Plants lists its products for wholesale buyers to browse and order. It serves as the primary digital B2B sales channel.
• MyPerfectGardencoreChannel Partner/ Reseller/ DistributorMyPerfectGarden is the B2C e-commerce platform operated by Hoogeveen Plants for direct sales to end consumers, integrated with the M2 App garden planning tool.
• Suppliers and Partners (unspecified)coreStrategic or Co-development PartnerHoogeveen Plants works with loyal suppliers and partners to implement sustainable alternatives in production and smart solutions. The company emphasizes that it does not operate alone, with a close team of employees, loyal suppliers, and customers as partners.

Scale indicators14 records

Recent moves1 record

Expansion highlights5 records

Regional players

• Vitro Westland: Netherlands-based tissue-culture propagation specialist for ornamental and perennial plants. Comparable as a Dutch horticultural propagator serving the same European wholesale and retail channels.

Broad incumbents

• Selecta One: European breeder and producer of ornamental potted plants and bedding plants. Comparable as a multi-site European ornamental producer with branded ranges distributed through garden centres and retailers.
• Dümmen Orange: Global Dutch-based breeder and producer of cut flowers, potted plants, and bedding plants. Directly comparable as a large-scale ornamental horticulture operator in the same Dutch production ecosystem, though broader in product scope than Hoogeveen's ornamentals-and-fruit focus.
• Syngenta Flowers: Global ornamental seed and young-plant business within Syngenta. Adjacent comparable as a major inputs/IP provider to the ornamental horticulture supply chain that includes Hoogeveen.
• Ball Horticultural Company: Major global horticultural breeder, producer, and distributor of ornamentals and floriculture crops. Comparable at the category level as a broad incumbent in the ornamental plant value chain in which Hoogeveen operates.

Direct peers

• Royal Van Zanten: Dutch breeder and propagator of cut flowers, potted plants, and bedding plants. Overlaps with Hoogeveen in ornamental plant breeding, propagation, and supply to European retail and wholesale channels.
• HilverdaFlorist: Netherlands-based breeder and producer of cut flowers, potted plants, and garden plants. Comparable as a Dutch ornamental horticulture producer with branded product lines and a similar B2B-to-garden-centre channel mix.
• Beekenkamp Plants: Dutch producer of ornamental young plants, potted plants, and vegetable young plants across multiple greenhouse sites. Closely comparable in operating model (multi-site Dutch grower with branded product ranges) and in serving garden-centre and retail customers.
• KP Holland: Dutch breeder and producer of potted and flowering plants, including Anthurium, Kalanchoe, and Spathiphyllum. Comparable in production scale, export orientation, and sustainability positioning with European retail buyers.

Emerging players

• Westhoff Pflanzen: German-based breeder and producer of ornamental bedding and container plants. Comparable in branded product ranges and channel through garden centres across Northwest Europe, though smaller scale than Hoogeveen.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/hoogeveenplants
• LinkedInlinkedin.com/company/hoogeveen-plants

Compliance5 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 Hoogeveen Plants