Zorggroep de Hooimijt

What Zorggroep de Hooimijt does

Zorggroep de Hooimijt is a Dutch privately held elderly day care organization headquartered in Emmen, Drenthe, operating five locations across Weerdinge, central Emmen, and Erica. Founded circa 2016 when director Sienie Fischer took over the petting zoo at the former Wildlands Adventure Zoo Emmen, the organization delivers structured daytime activities (dagbesteding) to elderly clients with dementia, memory problems, psychosocial or psychiatric challenges, and loneliness. The core care-farm concept (Zorgboerderij de Hooimijt in Weerdinge) combines animal-assisted programming with gardens and farm work, complemented by a city-villa location (Huize Rensen, operational since August 2022), the Naoberhoeve children's farm site in Erica, and a community meeting place (De Groene Schakel).

The service portfolio is anchored in core day care and extended through specialized programs: psycho-education for caregivers of people with dementia (Dementie en nu, 10 sessions at €50 per person), a discussion group for higher-educated elderly with memory problems (Gespreksgroep The Classics), and a young-onset dementia group (Jong Dementie groep) for clients up to approximately age 67. Revenue is generated almost entirely through Dutch public reimbursement frameworks: WMO (Wet maatschappelijke ondersteuning) delivered as zorg in natura or via PGB, WLZ (Wet langdurige zorg) via subcontracting with Stichting BEZINN zorg, and income-dependent client contributions collected by CAK. Access is gated by municipal Toegang assessments and WLZ casemanagers, with referrals routed through all major Emmen-area hoofdaanbieders (Thalia Thuiszorg, Dokter Schoonmaak-ondersteuning, Promens Care, Athome First).

The organization is founder-led under directrice Sienie Fischer, with a Raad van Commissarissen (Supervisory Board) installed in January 2024 comprising three external members. It holds ISO 9001:2015 certification, operates branded transport for clients, and runs two side projects (Dierenvoedselbank De Ruif and De Groene Schakel). An affiliated support foundation (Stichting Vrienden van Zorggroep de Hooimijt, founded April 2019) handles donations and volunteer coordination under an independent board. A new group accommodation building on the care farm premises was announced in January 2026.

Name

Zorggroep de Hooimijt

Legal name

Zorggroep de Hooimijt

Website

https://zorggroepdehooimijt.nl

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Zorggroep de Hooimijt is a Dutch elderly day care organization operating care farms and a city villa in Emmen, Drenthe. It provides structured daytime activities for elderly people with dementia, memory problems, psychosocial issues, and loneliness, primarily reimbursed through Dutch WMO and WLZ government frameworks.

Ownership category

akta.pro rank

Product category

Elderly Day Care Services

NAICS

Services for the Elderly and Persons with Disabilities (62412), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Social Services (8300)

akta.pro primary industry

Memory Care Adult Day Programs (Dementia/Alzheimer’s) (HSABANAC)

akta.pro secondary industries

Alzheimer’s & Dementia-Specific Adult Day Programs (HLADAIAC), Behavioral Health & Cognitive Support Coordination (Dementia, Depression, SUD) (HSABAIAF)

Keywords

• Elderly day care
• Dementia care services
• Care farm services
• Psycho-education programs
• Memory care support

Headquarters

HQ city

Emmen

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. WMO-funded day care services: Services are largely reimbursed under the Wet maatschappelijke ondersteuning (WMO). Delivered as zorg in natura (ZIN) or through persoonsgebonden budget (PGB). Begeleiding groep is a maatwerkvoorziening with income-dependent client contribution collected by CAK.
2. WLZ-funded services: For clients with Wet langdurige zorg (WLZ) indication, services are funded through PGB or via subcontracting with Stichting BEZINN zorg. No direct contract with zorgkantoor.
3. Psycho-education program: Dementie en nu programma for caregivers offered at €50 per person for 10 sessions including materials. Partially subsidized through municipal funding.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Zorggroep de Hooimijt provides structured day care services (dagbesteding) for elderly people with dementia, memory problems, psychosocial or psychiatric issues, and those experiencing loneliness. Services are delivered at multiple locations in and around Emmen, including a care farm (Zorgboerderij) in Weerdinge with animal-assisted activities, Huize Rensen in Emmen center, and Naoberhoeve in Erica. The organization also offers specialized psycho-education programs for caregivers and discussion groups for higher-educated elderly with memory problems.

Product overview

Zorggroep de Hooimijt is a Dutch healthcare organization providing day care (dagbesteding) services for elderly people with dementia, memory problems, psychosocial issues, or loneliness. The core offering consists of day care at multiple locations, with the main sites being the Zorgboerderij (care farm) in Weerdinge and Huize Rensen in Emmen center. Additional specialized services include psycho-education programs for dementia caregivers ('Dementie en nu'), discussion groups for higher-educated elderly with memory problems ('The Classics'), and day care for young people with dementia (Jong Dementie groep). The organization also operates transport services, supports volunteer drivers, and runs side projects including De Groene Schakel community initiative and Dierenvoedselbank De Ruif animal food bank.

Differentiator

Problem solved

Functional benefit

Brands

• Dementie en nu: Psycho-education program for caregivers of people with dementia, developed by Expertisecentrum Dementie Vlaanderen and the Flemish Alzheimer League, offered by Zorggroep de Hooimijt in 10 sessions of three hours each.
• The Classics
• Jong Dementie groep
• Stichting Vrienden van Zorggroep de Hooimijt

Products and services

• Dagbesteding (Day Care) Core day care service providing structured daytime activities for elderly people with dementia, memory problems, psychosocial or psychiatric issues, or those experiencing loneliness. Services offered five days per week at multiple locations in and around Emmen.
• Zorgboerderij (Care Farm) Care farm location at Emmerhoutstraat 22 in Weerdinge providing day care for outdoor-oriented clients. Features work in vegetable gardens, farming activities, and animal care with donkeys, ponies, horses, pigs, cats, and rodents. Multiple living rooms available: De Deel, De Wagenschuur, and De Woonkamer.
• Huize Rensen Day care location in a historic city villa in Emmen center. Features a flower garden with terraces, activity rooms, and workshop spaces. Nearby amenities include Raadhuisplein, market, Rensenpark, library, and Grote Kerk.
• Psycho-education program 'Dementie en nu' Psycho-education program for caregivers of people with dementia, consisting of 10 sessions of three hours each, covering topics such as empathy for dementia patients, care management, financial and safety matters, communication, and coping strategies. Cost is €50 per person including a book.
• Gespreksgroep 'The Classics' Discussion group for higher-educated elderly with memory problems, meeting Thursday mornings at Huize Rensen. Focuses on current topics, art and culture, with use of computer, projector, books, and music. Includes intake questionnaire on personal interests to tailor activities.
• Jong Dementie groep (Young-Onset Dementia Day Care) Specialized day care for young people with dementia up to approximately 67 years old. Offers customized activities and work, tailored support from trained staff. No mandatory group activities; participants can work individually or together based on personal interests.
• Vervoersdiensten (Transport Services) Transport services including taxi buses for transporting visitors to and from day care locations. Buses are branded with Zorggroep de Hooimijt design.
• Dierbare Ontmoeting Activity/service focused on precious encounters between visitors and caregivers.

Quantifiable outcome

• People with dementia can stay at home an average of 18 months longer with psycho-education support for caregivers

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• Stichting BEZINN zorgminorChannel Partner/ Reseller/ DistributorFor clients with WLZ indication who cannot directly invoice the zorgkantoor, Zorggroep de Hooimijt operates through subcontracting with Stichting BEZINN zorg.
• Hoofdaanbieders (WMO region organizations)coreChannel Partner/ Reseller/ DistributorMultiple hoofdaanbieders in the Emmen WMO regions: Thalia Thuiszorg (De Velden), Dokter Schoonmaak-ondersteuning (De Blokken, De Monden), Promens Care (Emmen Zuid), Athome First (Emmen Noord, Emmen Oost). These organizations contract with Zorggroep de Hooimijt for WMO day care services.
• Gemeente EmmencoreOthersMunicipality of Emmen provides subsidy for psycho-education program (€20,700 for research), contracts with Toegang for WMO services, and is involved in regional care coordination.
• Emmer Courant / Emmen.numinorGTM or Marketing PartnerLocal newspaper and news website where Zorggroep de Hooimijt publishes monthly columns and news articles, providing earned media and community visibility.

Scale indicators3 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Espria: Espria is a large Dutch care group operating multiple elderly care brands across the Netherlands, offering nursing home, assisted living, home care, and day activity services. It is a broad incumbent with overlapping WMO/WLZ day care and dementia services across multiple regions.
• Philadelphia Zorg: Philadelphia is a large national Dutch care provider offering support, day activities, and residential care for people with disabilities and chronic conditions, including dementia-related needs. It is comparable as a broad incumbent in the Dutch care sector that participates in the same WMO/WLZ funding ecosystem.
• MeanderGroep: MeanderGroep is a regional South-Limburg elderly care organization providing nursing, assisted living, home care, and day activities including dementia day care. It is a comparable broad regional incumbent offering day activity services for elderly clients with dementia under WMO/WLZ funding.
• Treant Zorggroep: Treant Zorggroep is a large regional hospital and elderly care group operating across Drenthe and Overijssel, providing nursing home, assisted living, and day activity services for elderly clients including those with dementia. It is a broader incumbent offering overlapping capabilities (including direct zorgkantoor contracts) within the same WMO/WLZ catchment.

Others

• Stichting BEZINN zorg: Stichting BEZINN zorg is the WLZ subcontracting intermediary through which Zorggroep de Hooimijt invoices WLZ-funded clients (the organization has no direct zorgkantoor contract). It is comparable as the contractual/financial channel partner that sits between the organization and WLZ reimbursement.
• De Zorgboerderij: Zorgboerderij.nl is the national platform/association for Dutch care farms, listing and promoting care farm locations across the Netherlands. It is comparable as the broader ecosystem connecting care-farm providers to clients and municipalities, relevant to Zorggroep de Hooimijt's Zorgboerderij positioning.

Regional players

• Beweging 3.0: Beweging 3.0 is a regional care organization in Overijssel offering nursing, home care, and day activity services for elderly clients including those with dementia. It is comparable as a regional Dutch care provider participating in the same WMO/WLZ funding and referral system.
• Tangenborgh: Tangenborgh is a regional elderly care organization operating multiple locations across Drenthe, offering nursing home care, assisted living, and day activities for elderly clients including those with dementia. It is comparable as a same-region provider of WMO/WLZ-eligible dementia and elderly day care services to the Emmen-area market served by Zorggroep de Hooimijt.
• Interzorg: Interzorg is a Drenthe/Overijssel elderly care organization providing nursing, assisted living, home care, and day activities for elderly clients in the same northern Netherlands region as Zorggroep de Hooimijt. It competes for WMO/WLZ contracts and dementia day care referrals in overlapping municipalities.

Emerging players

• Stichting Vrienden van de Zorgboerderij (representative peer concept): Across Drenthe and surrounding provinces, multiple small dedicated zorgboerderijen offer adult day care for elderly and dementia clients in farm settings, competing for the same municipal referrals. These emerging/niche players represent the closest direct comparables to Zorggroep de Hooimijt's care-farm day care model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/zorggroepdehooimijt
• LinkedInlinkedin.com/company/zorggroep-de-hooimijt---zorgboerderij

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 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 Zorggroep de Hooimijt