Van der Avoird Trayplant BV

What Van der Avoird Trayplant BV does

Van der Avoird Trayplant B.V. is a Dutch specialized plant nursery founded in 2002 in Bavel, North Brabant, that propagates strawberry and raspberry planting material for professional soft fruit growers across Europe. The company is the European market leader in its niche, commercializing 7 strawberry varieties (including the Limore One F1 hybrid from seed developed with Limgroup) and 24 raspberry varieties sourced from a network of more than 13 breeding-program partners such as Flevo Berry, Advanced Berry Breeding, Angus Soft Fruits, Planasa, Driscolls, Berryworld, Plant Sciences, NIAB EMR and Sant'Orsola. Products are delivered as tray plants, minitray, modules, plug plants, and longcanes, with plants cold-stored and delivered on spring demand. The firm has diversified propagation into Paulownia tree clones (3B03, 3B07, 3BFE) for regenerative agroforestry.

Revenue is generated primarily through one-time plant sales under multi-year B2B contracts, augmented by strategic planting advisory bundled into the relationship. Distribution is executed by a team of regional Customer Relationship Managers covering Benelux, Germany, the UK and Ireland, Scandinavia, France, Italy, Spain, Portugal, Eastern Europe, the Mediterranean, and as far as Morocco. There is no public list pricing; commercial terms are negotiated through these regional managers and supported by trade-show participation, customer open days, and educational tours.

The production platform spans six locations totaling 65+ hectares, including 82,000 m² of greenhouse space, anchored by a hypermodern four-layer movable cultivation system of 800 tables under LED lighting commissioned in March 2022 at the Rimpelaar site in Molenschot. A vertical cultivation installation produces an annual 50 million young strawberry plants from 1.8 ha. Sustainability infrastructure is a structural feature: a 100% closed water recycling system, solar-powered machinery delivering 43% energy savings, LED lighting, and a Warmte-KoudeOpslag (heat-cold) geothermal storage system that has kept operations gas-free for 7 years. The firm remains family-owned, employs 45 permanent staff with a seasonal workforce ranging from 20 to 300, and has no external investors or change-of-control transactions on record.

Name

Van der Avoird Trayplant BV

Legal name

Van der Avoird Trayplant B.V.

Website

https://trayplant.nl

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

51–100 employees

Short description

Van der Avoird Trayplant is a Dutch family-owned plant nursery founded in 2002 that propagates strawberry and raspberry planting material for professional soft fruit growers across Europe. Operating as the European market leader with 65+ hectares across six locations, the company sells 30+ berry varieties alongside bundled cultivation advisory services.

Ownership category

akta.pro rank

Product category

Soft Fruit Plant Propagation

NAICS

Greenhouse, Nursery, and Floriculture Production (1114)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Vegetative Propagation (Cuttings, Clonal Forestry, Tissue Culture) (AFAMADAE)

akta.pro secondary industries

Greenhouse Fruit & Berry Production (Strawberries, Specialty Fruits) (AFAGAHAB), Other Starch Root & Tuber Farming (Yams, Taro, Arrowroot) (AFAGAEAJ)

Keywords

• Soft fruit propagation
• Strawberry plant nursery
• Raspberry plant propagation
• Tray plant cultivation
• Horticultural breeding material

Headquarters

HQ city

Bavel

HQ country

Netherlands

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Strawberry Plant Sales: Sale of strawberry plants including tray plants, minitray plants, and modules to fruit growers across Europe. Plants are harvested in autumn, stored in cold stores, and delivered in spring on customer demand.
2. Raspberry Plant Sales: Sale of raspberry plants including plug plants and longcanes to growers. Plug plants available January to early September. Longcanes are harvested, packed, and cold-stored for spring delivery.
3. Paulownia Plant Sales: Sale of Paulownia tree plants (Kiri-Trayplant) for sustainable wood, fiber, and pole production. Growing market segment for regenerative agriculture.
4. Strategic Consulting: Strategic planting advice and cultivation guidance provided alongside plant sales to ensure highest possible long-term returns for customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Van der Avoird Trayplant BV propagates and supplies strawberry, raspberry, and Paulownia tree plants to professional soft-fruit growers across Europe. They produce tray plants, minitray plants, modules, plug plants, and longcanes from multiple European breeding programs, harvesting in autumn, cold-storing them, and delivering on customer demand in spring. The company pairs plant sales with strategic cultivation and variety-selection advisory to support growers' long-term returns.

Product overview

Van der Avoird Trayplant BV is a specialized plant nursery and market leader in Europe for strawberry and raspberry plant propagation material. The company operates as a single unified product line centered on their core Trayplant offering, which encompasses the propagation and supply of strawberry and raspberry plants in various forms (tray plants, minitray, modules, plug plants, and longcanes). The portfolio includes 7 strawberry varieties (Favori, Ferris, Finette, Florice, Furore, Hademar, Limore® One) and 24 raspberry varieties (including Enrosadira, Pink Rosita®, Kwanza, Malaika, Tulameen Pearl, and others), plus 3 Paulownia tree varieties. The company is known for innovation in multilayer cultivation, achieving 240 hectares equivalent output on 1 hectare of land, and operates 6 locations across approximately 65 hectares of production area.

Differentiator

Problem solved

Functional benefit

Products and services

• Trayplant Strawberry and Raspberry Plants Core propagation offering: strawberry and raspberry plants supplied in multiple plant types (tray plant, minitray, module, plug plant, longcane) sourced from European breeding programs, harvested in autumn, cold-stored, and delivered on demand in spring to professional soft-fruit growers across Europe.
• Limore® One Strawberry Variety First F1 hybrid strawberry variety grown from seed instead of cuttings, developed by Limgroup in collaboration with Van der Avoird Trayplant, offering a faster, more sustainable propagation cycle for commercial strawberry growers.
• Favori Strawberry Variety Everbearing strawberry variety from Flevo Berry with early first production, excellent taste, conical shape with bright red color, resistant to root diseases and strong against mildew.
• Ferris Strawberry Variety Very productive everbearing strawberry variety from Flevo Berry characterized by robustness, good fruit size and setting throughout the season with a high percentage of Class 1 fruit.
• Finette Strawberry Variety Premium everbearing strawberry variety from Flevo Berry with excellent fruit quality, outstanding fresh flavor, and ability to maintain size throughout the season.
• Florice Strawberry Variety Productive everbearing strawberry variety with beautiful large berries, distinct short conical shape, excellent stable taste, intense red color, and firm texture.
• Furore Strawberry Variety Highly yielding day-neutral strawberry variety from Flevo Berry with good flavor and shelf life, fast growth, strong rhizome development, and tolerance to mildew and root diseases.
• Hademar Strawberry Variety Highly productive everbearing strawberry variety producing round conical berries with sweet, fruity taste and firm texture not susceptible to pressure marks.
• Raspberry Variety Portfolio Portfolio of more than 24 raspberry varieties (Enrosadira, Pink Rosita, Kwanza, Malaika, Dali, Monet, Optima, Tulameen Pearl, etc.) sourced from breeding partners in Italy, the Netherlands, Scotland, France, Belgium, USA, and UK, supplied as plug plants and longcanes for summer, autumn, and double-crop production.
• Kiri-Trayplant Paulownia Trees Paulownia tree plants (3B03 Climate Slushice frost-resistant to -22°C, 3B07 Climate Blizzard to -42°C, 3BFE Climate Freeze to -31°C) marketed as Kiri-Trayplant for sustainable wood, fiber, and pole production and CO2-credit-eligible plantings; demo field at Kokx contains approximately 3,500 trees.
• Plug Plant Propagation Format Raspberry plug plants grown from cut raspberry cuttings in trays, available for both summer and autumn raspberries, supplied as the foundational propagation format for the European raspberry market.
• Longcane Propagation Format Long raspberry canes grown from plug plants in one year using a V-system for improved light exposure and stronger bud development, harvested, packed, cold-stored, and delivered in spring on customer demand for higher-yielding commercial raspberry production.
• Minitray (135 cc) Propagation Format Strawberry plant type propagated from mid-July to early August, resulting in plants with at least 2 crowns and 4-6 clusters per plant by autumn, producing a first harvest peak in spring after transplanting.
• Module (85 cc) Propagation Format Strawberry plant type where fresh cuttings are inserted in early September, growing into plants with average 1-1.5 crowns and 1-2 clusters, suitable for a quick start after spring transplanting.
• Strategic Cultivation and Variety Advisory Bundled advisory service providing strategic planting guidance, cultivar selection, and cultivation-system recommendations (variety per climate, tray vs. minitray vs. longcane, double-crop planning, sustainability considerations) to professional growers to maximize long-term returns, delivered alongside plant sales by regional Customer Relationship Managers.

Quantifiable outcome

• 1 hectare multi-layer cultivation equals 240 hectares traditional cultivation yield
• +4 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

28 partnerships are on record, tiered core and minor.

• DelphycoreStrategic or Co-development Partner · 9 January 2026Dutch horticultural knowledge organization. Combined excursion with European PlantGoed Interreg project at Van der Avoird facilities showcasing production facilities and cultivation techniques.
• ABB (Advanced Berry Breeding)coreStrategic or Co-development PartnerBreeding program partner providing raspberry varieties including Kwanza, Shani, Malaika, and Zawadi for Trayplant's propagation and sales operations.
• Angus Soft FruitscoreStrategic or Co-development PartnerScottish breeding program providing raspberry varieties Dali and Monet for European distribution through Trayplant.
• Flevo BerrycoreStrategic or Co-development PartnerBreeding partner providing strawberry varieties including Favori, Ferris, Finette, Florice, Furore, and Hademar.
• LimgroupcoreStrategic or Co-development PartnerCollaboration on Limore One - the first hybrid strawberry variety grown from seed, representing breakthrough innovation in strawberry breeding.
• BerryplantcoreStrategic or Co-development PartnerItalian breeding program providing raspberry varieties including Amalia Rossa.
• Vivai MolaricoreStrategic or Co-development PartnerItalian breeding program providing raspberry varieties including Enrosadira, Easy Rock, Easy Star, and Optima.
• Sant'OrsolacoreStrategic or Co-development PartnerItalian breeding program providing raspberry varieties including Ofelia, Lagorai Plus, Vajolet, and Enrosadira.
• PlanasacoreStrategic or Co-development PartnerBreeding program providing raspberry varieties including Pink Rosita for northern European climate adaptation.
• Plant SciencescoreStrategic or Co-development PartnerUS breeding program providing raspberry varieties including Nobility and Majestic.
• NIAB EMRcoreStrategic or Co-development PartnerUK research institute providing raspberry varieties including Malling Bella.
• MarionnetcoreStrategic or Co-development PartnerFrench breeding program providing raspberry varieties including Pandora MAR 506 and Gaia MAR 502.
• Royakkers PlantscoreStrategic or Co-development PartnerBelgian breeding program providing raspberry varieties including Janvijf.
• DriscollscoreStrategic or Co-development PartnerMajor berry company partnership for strawberry and raspberry variety distribution.
• BerryworldcoreStrategic or Co-development PartnerBerry marketing and breeding partnership.
• Earth MarketminorStrategic or Co-development PartnerSustainable market partnership.
• EMR (East Malling Research)coreStrategic or Co-development PartnerUK horticultural research institute partnership for berry breeding.
• HerkuplastcoreTechnology or IntegrationSupplier of one-way and reusable plastic trays for plant cultivation. 40- and 104-hole trays with patented design features. Trays are collected and recycled through Handelsonderneming Van Krimpen.
• GreenSwitch/Van IperencoreTechnology or IntegrationSupplier of GreenSwitch Original 2-0-7 fertilizer with near-zero carbon footprint production process, certified by SNK according to Paris Agreement.
• AtesControlcoreTechnology or IntegrationPartner with Ivo Everts for optimization of WKO (heat-cold storage) system, resulting in highly effective thermal energy storage.
• PlantGoed (Interreg Vlaanderen-Nederland)coreStrategic or Co-development PartnerInterreg project focusing on development of innovative and sustainable solutions for year-round soft fruit production. Improving plant propagation techniques for efficiency and sustainability through system innovation.
• Cittaslow Alphen-ChaamminorGTM or Marketing PartnerEnthusiastic supporter of Cittaslow initiative. Opens locations for Cittaslow events and participates in local sustainable development.
• Agro Campus BrabantcoreGTM or Marketing PartnerNetwork of agricultural knowledge centers with experiential element. Trayplant serves as educational knowledge center for sustainability and innovation for companies, customers, councils, schools, and local residents.
• Ambrosius Gilze Bee Keepers AssociationminorStrategic or Co-development PartnerBee Deal initiative partner working on preservation and strengthening of bees and other insects through local policy agreements.
• NED PersoneelminorImplementation/ SI/ Consulting PartnerStaffing agency partnership for knowledge events on temporary employment regulations and compliance from January 2026.
• Toerisme de BaronieminorGTM or Marketing PartnerRegional tourism partnership promoting the Wouwervallei nature area and local enterprises.
• CaelicoreTechnology or IntegrationGreenhouse climate solution provider. Van der Avoird serves as large-scale pilot location for Caeli ventilation units integrated into greenhouse columns.
• Brabants LandschapminorStrategic or Co-development PartnerConsulted for planting recommendations in Wouwervallei restoration project, helping return native plants to the area.

Scale indicators7 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Vissers Plant Innovators: Dutch strawberry and soft-fruit plant propagator supplying tray plants and fresh runner plants to European growers. Closest direct competitor in Trayplant's core tray-plant strawberry category, also based in the Netherlands.
• Kraege Beerenobst: German nursery specializing in strawberry, raspberry, and blackberry propagation plants. Direct competitor in tray plants and frigo plants for the German and broader European market.
• Hargreaves Plants: UK-based soft-fruit and asparagus plant propagator supplying strawberry, raspberry, and other cane-fruit plants to commercial growers. Directly comparable in propagating young plants for European soft-fruit production.
• Goossens Viveros: Spanish strawberry plant nursery producing fresh and frigo plants primarily for Huelva and Mediterranean growers. Comparable propagation model and overlapping customer base in southern Europe.

Others

• Grodan: Provider of stone wool substrates and digital growing solutions for high-tech horticulture. Adjacent to Trayplant's vertical/LED cultivation strategy — relevant ecosystem player for substrate inputs and precision growing technology used in advanced propagation.

Broad incumbents

• Driscoll's: Global berry market leader with proprietary genetics, propagation, and grower networks. Trayplant is a Driscoll's distribution partner; comparable at the soft-fruit value-chain level but operates at vastly larger scale across the full berry category.
• Planasa: European berry and asparagus breeding and nursery company with own propagation operations. A Trayplant partner for varieties like Pink Rosita®, but also a competitor in propagating and distributing raspberry and strawberry plants.

Emerging players

• Meiosis Ltd: UK soft-fruit plant propagator and variety distributor serving commercial growers. Comparable in strawberry and raspberry plant supply to UK and European growers, but at smaller scale than Trayplant.
• Flevo Berry: Dutch strawberry breeding company whose varieties (Favori, Ferris, Finette, etc.) are propagated by Trayplant. Adjacent player in the soft-fruit value chain — comparable in strawberry genetics and varieties, but breeding rather than propagation.
• Advanced Berry Breeding: Netherlands-based raspberry and blueberry breeding program providing varieties (Kwanza, Shani, Malaika, Zawadi) propagated by Trayplant. Comparable at the soft-fruit variety/propagation interface but specialized in breeding rather than large-scale propagation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/trayplant
• LinkedInlinkedin.com/company/van-der-avoird-trayplant-bv

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Van der Avoird Trayplant BV