What VERDIR does

VERDIR is the sole officially recognized representative trade union federation of French horticultural and nursery producers, headquartered at 11 rue de la Baume in the 8th arrondissement of Paris. The organization traces its lineage to the Fédération Nationale des Producteurs de l'Horticulture et des Pépinières (FNPHP), founded in 1945, and was rebranded to VERDIR in 2022 while retaining its exclusive statutory mandate from French public authorities to represent the profession before government, regional councils, and the European Commission. It federates 350+ member producers across 15 French regions through a hub-and-spoke network of regional and local unions, claiming representation of 100% of French horticultural and nursery production revenue.

The federation's product and service portfolio centers on member-facing programs rather than technology. Core offerings include FNPHP Privilèges (a member-exclusive purchasing benefits service launched in 2018), the Végéstock trade event for market development, FNPHP Infos magazine, the Guide de la Vente Directe for direct-sales compliance, and the Manifeste du Végétal policy document targeting 2026 municipal elections. Membership services are organized through three specialized market poles: Pôle Paysage (landscape professionals and public authorities), Pôle Distribution (specialized, generalist, and LISA distribution channels), and Pôle Vente Directe (producer-to-consumer sales). Communication channels include the website, social media, the FNPHP Infos magazine, an email alert network for regulatory and sector updates, and event-driven engagement.

VERDIR generates revenue almost entirely through annual membership dues (cotisations), calculated as a function of the member's region (15 French regions) and annual revenue bracket (12 brackets ranging from under €75k to over €9M in chiffre d'affaires). The organization is staffed by 17 employees led by Director Thierry Roy, operates without external venture or institutional capital, and functions under a mutual, member-governed ownership model typical of French agricultural trade federations. Strategic partners are organized through the 2024-launched Club Partenaires program and include Klasmann-Deilmann, PanAmerican Seed, Syngenta France, HORTISECUR, URBASOLAR, Premier Tech, Agaris Group, and others.

Name

VERDIR

Legal name

VERDIR

Website

https://verdir.fr

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

VERDIR is the sole publicly recognized representative trade union federation of French horticultural and nursery producers, headquartered in Paris, federating 350+ members across 15 regions and funded through annual membership dues.

Ownership category

akta.pro rank

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership dues (Cotisations): VERDIR generates revenue through annual membership fees (cotisations) from its members. Fees are calculated based on the member's region and annual revenue (chiffre d'affaires) bracket. The membership simulator shows tiers ranging from 'Moins de 75 k€' to 'Plus de 9 000 k€' of annual revenue, with different French regions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

VERDIR is the national trade federation (syndicat représentatif) for French horticultural and nursery producers, providing collective representation before public authorities, regional councils, and the European Commission. It federates 350+ member producers and offers member services including FNPHP Privilèges (purchasing benefits), Végéstock trade events, FNPHP Infos magazine, and three market development poles (Paysage, Distribution, Vente Directe).

Product overview

VERDIR (Fédération Nationale des Producteurs de l'Horticulture et des Pépinières) is a national trade union federation for French horticultural and nursery producers. The organization offers its members a portfolio of services including FNPHP Privilèges (exclusive purchasing benefits), Végéstock (trade events), FNPHP Infos magazine, and the Guide de la Vente Directe (direct sales guidance). Additionally, VERDIR provides communication resources such as the Fiches Bienfaits du Végétal (plant benefit sheets for local authorities and public) and the Manifeste du Végétal (vegetal policy manifesto for municipal elections). The federation is structured around three market poles (Pôle Paysage, Pôle Distribution, and Pôle Vente Directe) to support market development and member services.

Differentiator

Problem solved

Functional benefit

Products and services

• FNPHP Privilèges A member benefit service providing exclusive purchasing advantages and personalized support via phone or email for VERDIR members (horticulturists and nursery producers).
• Végéstock An annual trade show and event platform developed by FNPHP to support market development for French horticultural producers.
• FNPHP Infos A regular magazine publication providing syndicate information, collective projects, and member services content for VERDIR members and partners.
• Guide de la Vente Directe A comprehensive guide documenting the legal and regulatory framework for direct sales, covering fiscal requirements, client relations, and reception protocols for producers.
• Fiches Bienfaits du Végétal (Communication Sheets) Six practical, scientifically-sourced communication sheets detailing the benefits of plant-based solutions, created for both local authorities and the general public.
• Manifeste du Végétal A practical roadmap for elected officials containing 34 programmatic measures for integrating plants as essential urban infrastructure, including creation of 'urban oases' and integrating nature into public health policies.

Quantifiable outcome

• Members benefit from regulatory alerts on environmental laws, phytosanitary regulations, and water usage during droughts
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Club Partenaires VERDIRcoreGTM or Marketing Partner · 1 January 2024The Club Partenaires (Partner Club) was created in 2024 to strengthen links between VERDIR members and partners. It aims to bring together companies wanting to develop their activities with horticulturists and nursery producers. Partners benefit from visibility, digital communication tools, exclusive technical articles, and direct contact with VERDIR board members during annual partner day events.
• Klasmann-DeilmanncoreStrategic or Co-development PartnerLeading company in horticultural and market gardening substrates, providing products, innovations, vision and expertise to VERDIR members. Partnership involves direct and regular dialogue to address sector challenges together.
• PanAmerican SeedcoreStrategic or Co-development PartnerVariety breeder and seed producer supporting French horticultural producers for many years. Partnership allows understanding of horticulturist needs, sector evolution, and exchange on solutions for products and services.
• Syngenta FrancecoreTechnology or IntegrationLeading crop protection solutions provider. Formed a working group on horticultural crop protection issues including technical impasses, orphan uses, and resistance management. Syngenta participates in VERDIR events and visits producers in the field to understand their concerns.
• HORTISECURcoreOthersInsurance specialist for ornamental horticulturists and nursery producers since 2005. Partnership involves participation in annual congresses, directory listings, advertising, and collaboration on preventive messaging for professionals.
• Capital CompétencesminorOthersTraining and professional development services provider.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Regional players

• Horticultural Trades Association (HTA): UK trade association for garden industry businesses including growers, retailers, and landscapers. Comparable as a sectoral trade body for horticultural producers and allied trades, but operating in the UK rather than France.
• Assoplant (Associazione Italiana Produttori Piante Ornamentali): Italian trade association for ornamental plant producers. Direct functional peer as a national producer federation, but operating in Italy rather than France.
• Euroseeds: European trade association representing the seed industry at EU level. Comparable as a sectoral federation, but operating at pan-European level rather than French national level.
• ENAR (European Nursery and Garden Centre Association): European trade association for nursery retailers and garden centres. Comparable to VERDIR's nursery producer focus but pan-European rather than French, and retailer-facing rather than producer-facing.

Direct peers

• FNP (Fédération Nationale des Fleuristes): French national federation for florists, a downstream retail counterpart of French horticultural producers. Comparable as a French sectoral trade federation serving the flower and ornamental value chain.
• UNEP (Union Nationale des Entrepreneurs du Paysage): French trade union for landscape professionals — a direct downstream counterpart to VERDIR's Pôle Paysage activities. Closely related as a sister French federation serving the same horticulture/landscape ecosystem.
• Val'hor: French interprofessional organization for horticulture, landscaping, and gardening, bringing together producers, distributors, landscapers, and other horticulture actors. Directly comparable as a French sectoral federation operating in the same horticulture value chain as VERDIR.

Broad incumbents

• FNSEA (Fédération Nationale des Syndicats d'Exploitants Agricoles): France's dominant general agricultural trade union, encompassing horticulture among many other sectors. Broader incumbent with overlapping producer-representation mandate, but far larger and not horticulture-specialized.
• Chambres d'agriculture France (APCA): National umbrella for France's regional chambers of agriculture. Comparable as a federating body for French agricultural producers, with overlap on regional representation of horticultural producers (the Ile-de-France regional contact routes through the local chambre d'agriculture).
• CNIH (Comité National Interprofessionnel de l'Horticulture): French national interprofessional body historically coordinating horticulture stakeholders, now part of Val'hor. Broad sectoral overlap with VERDIR in French horticulture governance and interbranch coordination.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/verdir-federation

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 VERDIR