Willburg Projecten B.V.
Willburg Projecten B.V. is a Dutch horticultural automation company that designs, manufactures, and sells customized and standard conveyor, potting, sorting, robotic, labeling, and watering machinery to enterprise plant nurseries globally, with over 5,000 machines delivered across 25+ years.
- Company typePrivate
- Founded2005
- HeadquartersNoordwijkerhout, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Willburg Projecten B.V. does
Willburg Projecten B.V. is a Dutch horticultural automation company that designs, manufactures, and supplies specialized machinery for plant nurseries and greenhouse operators. The company sells six integrated product lines — conveyor systems, potting machines, sorting systems, pot robots, labeling machines, and watering/washing systems — that together cover the full workflow from potting through product transfer. Manufacturing is carried out in-house by the affiliated entity Willburg Machinebouw (WBM), and products are sold both as standard machines and as customized solutions tailored to individual nursery layouts and crops. Notable proprietary technologies include an ultrasonic labeling machine that fuses labels to pots via high-frequency vibration without adhesive or clips, and vision-based sorting systems using cameras and 3D/infrared sensors to analyze plant height, volume, color, and defects.
The company operates a direct enterprise field-sales model with three named sales representatives covering the Netherlands, Benelux, and Germany, supplemented by a worldwide dealer and channel partner network spanning Germany (Klarmann, Grebe KG), Poland (Venta, Ceres), Australia (Power Plants), Hungary (Beppler), and other geographies. Pricing is quote-based, with multi-year contracts and revenue derived from hardware sales (custom and standard machines) and recurring field service, maintenance, and project planning. Customers are enterprise horticultural nurseries across multiple sub-verticals — orchids, perennials, herbs, water plants, helleborus, and pine seedlings — with named logos including Everde Growers (USA), Son en Koot, Van der Valk Patio Plants, Van der Burg, Inntal Pflanzen- & Logistikzentrum, Waterplantenkwekerij R. Moerings, and Crea Tech. Cumulative shipments exceed 5,000 machines across more than 25 years.
Willburg Projecten was founded in 2005 by Will van der Burg as the sales-focused entity, building on the 1997 founding of the manufacturing arm Willburg Machinebouw. The company is privately held and founder/management-controlled, with no external investment or institutional ownership identified in available source material. The business relocated in 2021 to a larger consolidated facility at Gieterij 51 in Noordwijkerhout to enable parallel project execution, and most recently in mid-2025 released two product updates (dual-mode Covering Machine and optimized Ultrasonic Labelling Machine) signaling continued R&D investment in the core hardware portfolio.
Willburg Projecten B.V. firmographics
Firmographics- Name
- Willburg Projecten B.V.
- Legal name
- Willburg Projecten B.V.
- Website
- https://willburgprojecten.nl
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Willburg Projecten B.V. is a Dutch horticultural automation company that designs, manufactures, and sells customized and standard conveyor, potting, sorting, robotic, labeling, and watering machinery to enterprise plant nurseries globally, with over 5,000 machines delivered across 25+ years.
- Ownership category
- akta.pro rank
Willburg Projecten B.V. industry classification
Industry- Product category
- Horticultural Automation Machinery
- NAICS
- Farm Machinery and Equipment Manufacturing (333111)
- SIC
- Farm Machinery & Equipment (3523)
- akta.pro primary industry
- Tillage, Seeding & Planting Equipment (IMAHACAB)
- akta.pro secondary industry
- Crop Protection & Application Equipment (Sprayers/Spreaders) (IMAHACAC)
Keywords
Where Willburg Projecten B.V. is headquartered
LocationHeadquarters
- HQ city
- Noordwijkerhout
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Willburg Projecten B.V. business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Custom Machine Sales: Design and manufacturing of customized horticultural automation machines. Machines include conveyor systems, potting machines, sorting systems, robots, labeling machines, and watering systems.
- Standard Machine Sales: Sale of standard horticultural machines off-the-shelf or with minor customization.
- Field Service and Maintenance: On-site service, repairs, revisions, and maintenance of installed machines.
- Project Planning Services: Collaborative project planning and management services from concept to delivery.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom quotation-based pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Willburg Projecten B.V. product offering
Product offeringCore offering
Willburg Projecten B.V. designs, sells and supports specialized automation machinery for horticultural nurseries, manufactured through its production arm Willburg Machinebouw (WBM). The offering spans conveyor systems, potting machines, sorting systems (vision and 3D), pot-handling robots, labeling/sticker machines (including ultrasonic) and watering/washing systems, delivered as integrated lines from project planning through installation and after-sales service.
Product overview
Willburg Projecten B.V. is a horticulture automation company offering a comprehensive portfolio of specialized machines for nursery and greenhouse operations. The product range is organized into six main categories: (1) Conveyor Systems — including standard and stainless steel conveyor belts, buffer conveyors (push-over and peeler types), belt bends, and trolley loaders for transporting pots, trays, crates, and boxes; (2) Potting Machines — including the Orchid Potting Machine, Covering Machine (bark spreading, now supporting both pots and trays since mid-2025), and Green Elf Dosing Unit for fertilizer application; (3) Sorting Systems — including Height Sorting Systems using light barriers and Vision Sorting Systems using computer-vision cameras for analyzing plant height, volume, color, and defects; (4) Robots — including Pot Robots and Pot in Tray Robots for automated pot handling; (5) Sticker/Labelling Machines — including the Smart Sticker Applicator, Sticker Printing Machine, Printer Sticker 1-on-1 Machine, standard Labelling Machine (up to 6,500 labels/hour), and Ultrasonic Labelling Machine (up to 3,500 labels/hour optimized model); (6) Watering/Washing Systems — including Pot Washer, Watering Station, Spray Station, and Leaf Blower. Products share a common PLC-controlled platform, integrate with Oracle-based data systems and barcode scanners, and are designed to work as integrated lines — for example, the Pot in Tray Robot feeds into the Covering Machine and Watering Station, and sorting systems use vision or barcode technology to route products through the line.
Differentiator
Problem solved
Functional benefit
Products and services
- Wide Belt with Push Over Unit Buffer conveyor belt with push-over mechanism for transferring pots or trays onto another conveyor lane or collection area; used inside horticultural nurseries to manage line buffering.
- Collect Singulation Conveyor (Peeler Buffer Conveyor) Buffer conveyor with peeler mechanism that singulates stacked pots delivered by forklift and returns them row by row into the production line.
- Trailer Loader (Trolley Loader / Wagenlader) Automated cart/trailer loader that transfers multiple rows of trays from a conveyor onto carts or trailers for longer-distance movement within a nursery.
- Belt Bend (Riemenweiche) Belt-bend providing a smooth right-angle transition between two conveyor belts, available in 56, 80 and 100 cm lengths with fixed or variable speed.
- Conveyor Belts (Transportbänder) Aluminum and stainless steel conveyor belt systems for transporting pots, trays, crates and boxes, available in lengths up to 6 m and widths 17–80 cm with fixed or variable speed.
- Stainless Steel Conveyor System (Transportsystem V2A) Stainless steel conveyor belts designed for the food industry and demanding horticultural applications, available in 2–6 m lengths and 17–60 cm widths.
- Orchid Potting Machine Potting machine originally designed for orchids that fills pots with substrate and discharges them onto a conveyor belt, with automatic substrate return and adjustable pot sizes via a modular top plate system.
- Covering Machine (Abstreuer)
Quantifiable outcome
- 5000+ machines delivered worldwide
- +2 more outcomes
Companies that use Willburg Projecten B.V.
Customer profileNamed customers7 records
Segments1 record
Ideal customer profiles1 record
Willburg Projecten B.V. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature7 records
Willburg Projecten B.V. partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor.
- KlarmannminorGerman partner/dealer for Willburg products.
- Grebe KGminorGerman partner/dealer for Willburg products.
- VentaminorPolish partner/dealer for Willburg products.
- Power PlantsminorAustralian partner/dealer (powerplants.com.au) for Willburg products.
- FormaatminorInternational partner/dealer for Willburg products.
- GlobalminorInternational horticultural partner/dealer for Willburg products.
- Dynamic Ag SolutionsminorPartner/dealer for Willburg products.
- CeresminorPolish partner/dealer for Willburg products.
- BepplerminorHungarian partner/dealer for Willburg products.
- Mechanical BotanicalminorPartner/dealer for Willburg products.
Scale indicators3 records
Recent moves10 records
Expansion highlights6 records
Willburg Projecten B.V. competitors and assessment
Company assessmentDirect peers
- Logiqs: Dutch provider of mobile gutter systems, internal transport, and handling automation for greenhouses and nurseries. Comparable product scope in conveyor-based plant movement and sorting/routing.
- Mayer Maschinenbau: German manufacturer of potting, transplanting, and tray-handling machines for horticulture. Direct overlap on engineered potting equipment for European nurseries.
- AgriNomix: US supplier of horticultural automation equipment including potting lines, conveyors, and watering systems. Directly comparable in product scope and North American nursery customer base.
- Codema: Dutch horticultural systems provider focused on internal logistics, sorting, and buffering lines for nurseries. Closely comparable to Willburg's conveyor and sorting portfolio.
- Flier Systems: Dutch manufacturer of horticultural machinery including potting, grading, and watering equipment. Overlaps with Willburg's potting and watering station product lines.
- Visser Horti Projects: Dutch-headquartered supplier of automated horticultural machinery for potting, transplanting, and handling. Direct overlap with Willburg on potting lines, conveyors, and nursery automation customers.
- Bouldin & Lawson: US-based nursery equipment manufacturer producing potting, container handling, and labeling machinery. Comparable product categories, especially relevant to Willburg's US customers.
- TTA (Tuinbouw Techniek Amsterdam): Dutch horticultural processing and automation specialist building potting, transplanting, and grading machines. Direct comparable in nursery mechanization and engineered-to-order delivery model.
Broad incumbents
- Certhon: Dutch horticultural technology integrator building full greenhouse and nursery automation projects. Competes for end-to-end line contracts where Willburg also bids.
- Priva: Larger Dutch incumbent providing climate, process, and automation technology for horticulture. Overlaps with Willburg in greenhouse/nursery automation but as a much broader portfolio player.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Willburg Projecten B.V. social profiles
Digital presenceWillburg Projecten B.V. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Willburg Projecten B.V. leadership team
Management profileNumber of profiles
Profiles4 records
Willburg Projecten B.V. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Willburg Projecten B.V. M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Willburg Projecten B.V.
What does Willburg Projecten B.V. do?
Willburg Projecten B.V. designs, sells and supports specialized automation machinery for horticultural nurseries, manufactured through its production arm Willburg Machinebouw (WBM). The offering spans conveyor systems, potting machines, sorting systems (vision and 3D), pot-handling robots, labeling/sticker machines (including ultrasonic) and watering/washing systems, delivered as integrated lines from project planning through installation and after-sales service.
Is Willburg Projecten B.V. a public or private company?
Willburg Projecten B.V. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Willburg Projecten B.V. founded?
Willburg Projecten B.V. was founded in 2005. It employs 1 to 10 people.
Where is Willburg Projecten B.V. based?
Willburg Projecten B.V. is headquartered in Noordwijkerhout, Netherlands, in the Europe region.
How does Willburg Projecten B.V. make money?
Four revenue lines are on record. Custom Machine Sales are the primary driver. The others are standard Machine Sales, field Service and Maintenance and project Planning Services.
Who are Willburg Projecten B.V.'s main competitors?
Direct peers on record are Logiqs, Mayer Maschinenbau, AgriNomix, Codema, Flier Systems, Visser Horti Projects, Bouldin & Lawson and TTA (Tuinbouw Techniek Amsterdam). Broad incumbents are Certhon and Priva.
Does Willburg Projecten B.V. have an API?
No public API is recorded for Willburg Projecten B.V..
What industry is Willburg Projecten B.V. in?
Willburg Projecten B.V.'s product category is Horticultural Automation Machinery. Its primary akta.pro industry code is IMAHACAB, Tillage, Seeding & Planting Equipment, with a secondary code of IMAHACAC, Crop Protection & Application Equipment (Sprayers/Spreaders). Its NAICS code is 333111 and its SIC code is 3523.