Groei en Bloei

What Groei en Bloei does

Groei & Bloei Afdeling Noord-Veluwe is a regional chapter of the Dutch national gardening association Groei & Bloei, established in November 1965 and operating across the Noord-Veluwe region of the Netherlands, including the municipalities of Heerde, Epe, Oosterwolde, Oldebroek, Wezep, Vaassen, and Wapenveld. It is a voluntary membership-based association (ledenvereniging) that serves amateur gardeners and horticulture enthusiasts through a recurring annual program comprising monthly inspiration evenings (Inspiratie-avonden), flower arranging courses and workshops led by instructor Ilse Kerkmeijer, seasonal open garden weekends (Open Tuinen), garden trips and excursions (Tuinreizen), plant exchange markets (Stekjesmarkt), themed craft workshops, and a WhatsApp-based Plantenruil exchange group. The association is affiliated with the national parent organization Groei & Bloei Landelijk (a nonprofit foundation) and is governed by a volunteer board.

The business model is a hybrid of membership dues and modest per-activity fees rather than commercial revenue generation: workshops charge €30–35 to members and €40–45 to non-members, garden trips cost €50 per member and €60 per non-member, and the Groen Decoreren flower-arranging course is priced at €59 for members and €73 for non-members. Distribution is regional and direct, with activities held at community venues (e.g., Ontmoetingskerk in Heerde, MFC Hart van Oosterwolde, De Buurthoeve in Epe) and member gardens; marketing runs through a TYPO3-based website (noord-veluwe.groei.nl), monthly digital newsletters, a Facebook page, and an Instagram channel recently reactivated to attract new members.

The underlying technology footprint is minimal: a content-managed website, email newsletter distribution, and standard social media presence, with no proprietary software, no APIs or integrations, and no AI/ML components. Headcount is six, and the organization is currently navigating a multi-role leadership succession cycle in 2025 (webmaster retirement after 25 years of service, treasurer end-of-term, secretary extending to train a successor), which constitutes the most material strategic event for the association's near-term continuity.

Name

Groei en Bloei

Legal name

Groei & Bloei

Website

https://noord-veluwe.groei.nl

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

1–10 employees

Short description

Groei & Bloei Afdeling Noord-Veluwe is a Dutch voluntary membership-based gardening association serving amateur gardeners in the Noord-Veluwe region through workshops, inspiration evenings, flower arranging courses, garden trips, open garden weekends, and plant exchanges, governed by a volunteer board.

Ownership category

akta.pro rank

Product category

Horticultural Association Services

NAICS

Greenhouse, Nursery, and Floriculture Production (1114), Nursery and Floriculture Production (11142), Floriculture Production (111422)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Seasonal Color, Planting & Horticultural Services (BPABADAL)

akta.pro secondary industries

Garden Bed Installation & Planting (Annuals, Perennials, Shrubs) (HSAIAFAB), Native, Pollinator & Drought-Tolerant Garden Installations (HSAIAFAL)

Keywords

• Gardening association
• Horticultural workshops
• Flower arranging courses
• Community gardening
• Garden visits tours

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Pricing tiers

Distribution channels1 record

Marketing channels5 records

Core offering

Groei en Bloei Afdeling Noord-Veluwe is a voluntary membership-based regional gardening association that organizes paid flower arranging courses and workshops, monthly inspiration evening lectures, open garden weekends at member gardens, paid garden trips and excursions, and an annual plant cutting exchange market for amateur gardeners in the Noord-Veluwe region of the Netherlands.

Product overview

Groei & Bloei is a membership-based gardening and horticulture association operating the Noord-Veluwe chapter. The organization offers a portfolio of interconnected programs: Bloemschikken courses for flower arranging, monthly Inspiratie-avonden lectures, seasonal Open Tuinen weekends showcasing member gardens, Tuinreizen excursions to notable gardens, and the Stekjesmarkt for plant exchanges. Supporting services include a WhatsApp-based Plantenruil app for peer-to-peer plant trading, an annual Tuinkalender publication, digital newsletters, and community Groenprojecten initiatives. The association serves hobby gardeners through these coordinated activities focused on enjoyment of gardens, flowers, plants, and surrounding fauna.

Differentiator

Problem solved

Functional benefit

Products and services

• Groei & Bloei Noord-Veluwe Membership Foundational individual membership in the regional gardening association that gives access to inspiration evenings, member gardens, the Stekjesmarkt, the WhatsApp plant exchange group, and member pricing on courses and trips for amateur gardeners in the Noord-Veluwe region.
• Bloemschikken Cursussen en Workshops Flower arranging courses and seasonal workshops led by instructor Ilse Kerkmeijer, covering spring arrangements, autumn cascades, Christmas workshops, and the Groen Decoreren green decorating course (€59 for members / €73 for non-members, including four lessons and a picking arrangement). Targeted at members and non-members interested in hands-on flower arranging.
• Inspiratie-avonden Monthly inspiration evenings featuring lectures and presentations on garden-related topics such as edible gardens, ponds, Dahlias, climate-adaptive gardening, and botanic rarities, organized for members of the regional association.
• Open Tuinen Weekenden Seasonal open garden weekends where association members open their private gardens to the public for themed visits, held across multiple dates in spring and summer in the Noord-Veluwe region.
• Tuinreizen en Excursies Paid garden trips and excursions (€50 per person for members, €60 for non-members) to notable gardens in the Netherlands and neighboring countries, including overnight stays and visits to nurseries, organized for association members.
• Stekjesmarkt Annual plant cutting market held at member gardens where members exchange plants, seeds, bulbs, and gardening materials with each other.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Kew Gardens (Royal Botanic Gardens, Kew): Major horticultural institution running educational programming, courses, and community events. Provides thematic comparability on gardening education and inspiration events, though at vastly greater scale and institutional depth.
• Garden Club of America: US national garden-club organization with horticultural education, lectures, and community programs. Similar concept of member-driven horticultural learning, though with a more elite positioning.
• Royal Horticultural Society (RHS): UK-based membership organization for gardeners offering inspiration events, shows, courses, and community programs. Operates a much larger scale but the same core model of membership + educational programming + community engagement.
• National Garden Clubs (US): US federation of local garden clubs running educational meetings, flower shows, and community horticulture projects. Comparable mission and chapter-based volunteer structure, though at significantly greater scale.

Regional players

• VHG (Branchevereniging voor Ondernemers in het Groen): Dutch trade association for green-sector entrepreneurs (landscapers, gardeners, arborists). Adjacent peer operating in the same Dutch horticulture ecosystem and running educational/training programming for a related audience.
• Tuinbranche Nederland: Dutch trade association for garden-center retailers and suppliers. Adjacent to Groei & Bloei through the Dutch horticulture value chain, sharing the same end consumer (home gardeners) but representing the commercial supply side.

Emerging players

• Royal New Zealand Institute of Horticulture: National horticultural education and membership body in New Zealand with educational events and community engagement. Similar membership-and-education model, though operating as a national rather than regional chapter.
• Horticultural Society of New York: Membership-driven horticulture education organization in New York offering lectures, workshops, and community programs — comparable in concept but smaller-scale and education-centric.

Direct peers

• Groei & Bloei Landelijk: National Dutch gardening association of which Groei & Bloei Noord-Veluwe is a regional chapter. Operates the same brand, membership model, and horticultural programming philosophy, making it the most directly comparable peer.
• AVVN (Algemene Vereniging voor Volkstuinders / De Volkstuin): Dutch federation of allotment-garden associations, organizing hobby gardeners around plots, community gardens, and education — structurally similar volunteer-run membership model serving amateur gardeners in the Netherlands.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/GroeiBloeiAfdelingNoordVeluwe
• Instagraminstagram.com/groeibloeinoordveluwe
• LinkedInlinkedin.com/company/groei-en-bloei

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Groei en Bloei