Hortmark

What Hortmark does

Hortmark is a privately held commercial greenhouse and high tunnel supplies distributor based in Capac, Michigan. The company does not manufacture products but sources and resells a multi-brand catalog to commercial greenhouse growers and high tunnel operators across the United States, with local delivery concentrated in Michigan via a company-operated truck. Its offering spans greenhouse structures (Paul Boers freestanding and Herculon Gutter Connect greenhouses, gothic cold frames, USDA NRCS-approved high tunnels), growing containers (East Jordan Plastics flats, inserts, plug and propagation trays, shuttle trays and pots; HC Companies Panterra, hanging baskets, and nursery pots up to 45-gallon), Premier Tech Pro-Mix professional growing media with biofungicide and mycorrhizae formulations, and a plant brokerage service brokering rooted cuttings from DGI Propagators and live plants from Plant Peddler and Mast Young Plants.

Hortmark operates as a direct-to-consumer commercial supplier, taking orders through its e-commerce site (hortmark.net), a toll-free phone line (1-800-482-4800), and direct pickup at its Capac headquarters. Pricing is quote-based and not publicly disclosed; minimum order thresholds ($50 standard, $300 for Hortmark truck delivery) and payment by credit card or check indicate a small-volume transactional business with credit terms available to approved accounts. The company has 7 employees, no disclosed management team, no identified parent or institutional backers, and uses a Register.com-hosted static website and a frontier.com email domain — all consistent with a small, owner-operated regional distributor.

The company's growth levers are its USDA NRCS High Tunnel approval, which makes its structures eligible for federal cost-share programs; its consolidation role across multiple respected supplier brands; and its regional truck-delivery footprint. Constraints are its small headcount, single location, lack of disclosed revenue, absence of any digital or AI-enabled infrastructure, and a customer base that is implicitly SMB-heavy with no named enterprise accounts in the source data.

Name

Hortmark

Legal name

Hortmark

Website

https://hortmark.net

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Hortmark is a privately held, 7-employee commercial greenhouse and high tunnel supplies distributor based in Capac, Michigan, reselling multi-brand structures, growing containers, growing media, and plant brokerage services to commercial growers across the U.S.

Ownership category

akta.pro rank

Product category

Commercial Greenhouse & High Tunnel Supplies Distribution

NAICS

Food Crops Grown Under Cover (11141)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

Horticulture, Nursery & Greenhouse Operations (EDAOAOAB)

Keywords

• Commercial greenhouse supplies
• High tunnel structures
• Growing containers
• Horticultural growing media
• Greenhouse distribution

Headquarters

HQ city

Capac

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Product Sales: Hortmark generates revenue through the sale of commercial greenhouse supplies, high tunnels, growing containers (flats, inserts, pots, trays), growing media, and plant materials to commercial greenhouse growers and horticultural operations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Hortmark is a commercial greenhouse and high tunnel supplies distributor that resells third-party manufactured greenhouse structures, high tunnels, growing containers (flats, inserts, plugs, propagation trays, shuttle pots, nursery pots), Premier Tech Pro-Mix growing media, and brokered plant materials to commercial greenhouse growers. The company does not manufacture products but aggregates offerings from manufacturers such as Paul Boers, East Jordan Plastics, HC Companies (Dillen & ITML), Premier Tech, DGI Propagators, Mast Young Plants, and Plant Peddler for sale via phone, website, and local truck delivery.

Product overview

Hortmark is a commercial greenhouse and high tunnel supplies company serving growers with a comprehensive product portfolio. The offering consists of multiple product lines: (1) Greenhouse structures including the 20' Spacemaker, Gothic Cold Frame, Paul Boers Freestanding/High Tunnel, and Herculon Gutter Connect models; (2) High Tunnels in 30ft x 72ft and 20ft x 96ft configurations USDA-approved for NCRS programs; (3) East Jordan growing containers including flats, inserts, plugs, propagation trays, shuttle trays, and shuttle pots; (4) HC Companies pots (Dillen & ITML brands) including Panterra, hanging baskets, and nursery pots ranging from 1-gallon to 45-gallon; (5) Premier Tech Pro-Mix professional growing media with various formulations including biofungicide and mycorrhizae options; and (6) plant brokerage services for herbs, perennials, and rooted cuttings. The company operates as a supplier/distributor model rather than a unified software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Paul Boers Commercial Greenhouses (Freestanding and Gutter Connect) Paul Boers freestanding greenhouses (18'-30' widths, including High Tunnel version) and Herculon Gutter Connect greenhouses with pre-drilled galvalume/galvanized steel components, gothic peak roof designs, hot-dipped galvanized trusses, and engineered specifications for snow load and harsh condition durability, sold to commercial growers seeking quick-construction, fuel-efficient, and high light transmission structures.
• USDA NCRS-Approved High Tunnels High tunnel structures in 30ft x 72ft and 20ft x 96ft configurations with pre-drilled galvalume steel components and gothic peak roofs for snow shedding and condensation run-off, available with 4' or 5' center spacing, marketed to growers eligible for USDA NCRS High Tunnel Program funding.
• East Jordan Flats & Inserts Growing container flats and inserts from East Jordan Plastics including TF-12, T12-04, AF-O, A12-04, SF12FS, S1204FC, TFO, T18-02, AF-12, A12-03, SF18, S306H Super Pack, TF8, T8-04, AF-CRO, A12-01, YF10, and Y10-01H models, sold to commercial greenhouse growers for plant propagation.
• East Jordan Plug & Propagation Trays Precision plug trays from East Jordan Plastics designed for automated equipment, including PT128 CE Non Vented, PT288 Deep, AF-Germination Tray, PT288, PT512, and 20 Row Seedling Tray models, sold to commercial growers requiring machine-compatible propagation trays.
• East Jordan Shuttle Trays & Pot Carriers Production and shipping trays from East Jordan Plastics including ST400, ST450, ST600, and ST670 models, with features for fast filling, tip-proof design, adjustable spacing, and damage-free shipping, sold to commercial growers for handling round pots.
• East Jordan Shuttle Pots Thermoform round pots from East Jordan Plastics including SP400, SP500, SP800, SP450, SP600, and SP900 models, marketed as inexpensive round pot options for commercial growers.
• HC Companies Pots (Dillen & ITML) Complete line of HC Companies pots under Dillen and ITML brands including Panterra Pots, Traditional Hanging Baskets, Injection Molded Azalea Pots, Nursery Pots (BM series, BWS series, BW series), and CentaBella Pots in sizes from 1-gallon (trade gallon) to 45-gallon, supplied to commercial greenhouse and nursery operations.
• Premier Tech Pro-Mix Growing Media Professional peat-based growing media including Pro-Mix BX Agtiv Fortify Biofungicide+Mycorrhizae, HP Fortify Agtiv, HP-CC Agtiv Reach, BX Agtiv Reach, HP Agtiv Reach, MPO Agtiv Reach Organik, and PMX Agtiv Fortify, sold to commercial growers for professional horticultural applications.
• Plant Brokerage Services (Herbs, Perennials, Rooted Cuttings) Plant brokerage service offering herbs, perennials, and rooted cuttings sourced from suppliers including DGI Propagators, Mast Young Plants, and Plant Peddler for commercial greenhouse and nursery growers.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• East Jordan PlasticscoreChannel Partner/ Reseller/ DistributorHortmark distributes East Jordan Plastics growing containers including flats, inserts, shuttle pots, trays, pot carriers, and plug/propagation trays. East Jordan Plastics designs, engineers, and machines their own plug trays for precision required by automated equipment.
• HC Companies (Dillen & ITML)coreChannel Partner/ Reseller/ DistributorHortmark distributes HC Companies products including Panterra Pots, Traditional Hanging Baskets, Injection Molded Azalea Pots, Nursery Pots (BM series, BWS series, BW series), and CentaBella Pots in various sizes from trade gallon to 45 gallon.
• Premier Tech (ProMix)coreChannel Partner/ Reseller/ DistributorHortmark distributes Premier Tech ProMix growing media products including PRO-MIX BX, HP, HP-CC, and MPO varieties with Biofungicide and Mycorrhizae technologies for professional horticultural applications.
• DGI PropagatorscoreChannel Partner/ Reseller/ DistributorHortmark brokers DGI Propagators rooted cuttings with minimum order requirements of 8 trays per delivery date per grower. Truck delivery available with minimum 30 trays per drop for $85 charge for 50 or less trays.
• Paul BoersminorChannel Partner/ Reseller/ DistributorHortmark distributes Paul Boers freestanding greenhouses and Herculon Gutter Connect Greenhouses featuring pre-drilled galvanized steel components, gothic peak designs, and engineered specifications for commercial growing operations.
• USDA NCRSminorStrategic or Co-development PartnerHortmark's High Tunnels have been approved by Michigan USDA NCRS Office for use in their High Tunnel Programs. Customers are directed to contact their County Local Office for program details.
• Plant PeddlerminorChannel Partner/ Reseller/ DistributorHortmark brokers plants from Plant Peddler, a commercial plant propagator.
• Mast Young PlantsminorChannel Partner/ Reseller/ DistributorHortmark brokers plants from Mast Young Plants, a commercial plant propagator.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Others

• East Jordan Plastics: East Jordan Plastics is one of Hortmark's core suppliers, manufacturing growing containers (flats, inserts, plug trays, shuttle pots). They are comparable as the upstream manufacturer of a major product line Hortmark distributes, and increasingly sell direct to large growers, posing a channel-competition risk to Hortmark.
• Premier Tech (Pro-Mix): Premier Tech is the manufacturer of Pro-Mix growing media, a primary Hortmark-supplied brand. It is comparable as an upstream supplier that also sells direct to commercial growers, making it both a partner and a potential disintermediation threat to Hortmark's distribution role.
• HC Companies (Dillen & ITML): HC Companies manufactures the Dillen and ITML plastic pot brands carried by Hortmark. They are comparable as an upstream container supplier that distributes direct to large growers, paralleling Hortmark's role but with proprietary product and manufacturing capability.
• Paul Boers Manufacturing: Paul Boers is the manufacturer of the freestanding and gutter-connect greenhouse structures distributed by Hortmark. They are comparable as the upstream producer of one of Hortmark's core structure lines and also sell direct, making them a supplier-partner and competitor simultaneously.

Direct peers

• Griffin Greenhouse Supplies: Griffin is one of the largest horticultural supply distributors in the U.S., offering greenhouses, containers, growing media and related products to commercial growers — directly overlapping Hortmark's product portfolio and customer base, but at much greater national scale.
• BFG Supply: BFG Supply is a national distributor of greenhouse and nursery supplies (containers, media, structures, chemicals) serving commercial growers — the most direct comparable to Hortmark in terms of product breadth and customer segment, though BFG operates at far larger scale across multiple U.S. regions.
• Greenhouse Megastore: Greenhouse Megastore is an e-commerce-native retailer/distributor of greenhouses, high tunnels, growing supplies and equipment targeting both commercial growers and hobbyists — directly competitive with Hortmark in greenhouse structures and high tunnels, but with a stronger digital buying experience.
• CropKing: CropKing designs, manufactures and supplies greenhouses, hydroponic systems and growing supplies for commercial growers — comparable to Hortmark's greenhouse structures line, but with proprietary equipment and a more specialized controlled-environment agriculture focus.
• Atlas Greenhouse: Atlas Greenhouse designs, manufactures and supplies commercial greenhouse structures and equipment to growers — comparable to Hortmark's greenhouse/high tunnel lines, though Atlas operates with its own manufacturing rather than as a pure distributor.

Broad incumbents

• Ball Seed: Ball Seed (Ball Horticultural Company) is a major broad-line horticulture supplier providing seed, plants and supplies to commercial growers — comparable in target customer (commercial growers) and adjacent to Hortmark's plant brokerage line, though much larger and broader in scope.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/hortmark

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 Hortmark