The Green Brand Factory

What The Green Brand Factory does

The Green Brand Factory is a Dutch marketing and sales consultancy founded in 1999 by Helmer van Wezel and Menno van Es, serving the ornamental floriculture sector. The company operates a brand-and-platform model built around three proprietary consumer-facing brand concepts — MoreLIPS (international retail chains, 90+ products), Grünen Tag (German and Austrian retail, 40+ products, via New Export Company), and Groene Dag (Dutch supermarkets, 20+ products, via Niftrik Bloemen en Planten BV) — each delivering complete shelf experiences including packaging, branding, photography, and QR-code-enabled care content. These brands are supported by an in-house technology stack: the HortiHeat CRM (described as the most comprehensive in floriculture, with 5,000+ contacts), GreenPowerBI (commercial data analytics), FloraCoach (an AI text-based plant care assistant), Display Creator, and a dedicated product photography studio. The platform is accessed by 50+ affiliated growers, who supply products into the brand formulas in exchange for marketing, sales support, and direct access to international retail networks.

The company monetizes through a mix of professional services (strategic marketing and sales consulting, custom brand development) and licensing/royalty arrangements with growers and channel partners. Its go-to-market is sales-led and partner-driven: direct sales to international retailers via MoreLIPS, regional distribution partnerships for DACH (New Export Company) and Dutch supermarkets (Niftrik), and ongoing collaboration with affiliated growers who feed the supply side. The leadership team expanded in 2024 when founders' sons Roald van Wezel and Wouter van Es joined, formalizing second-generation succession. The firm is privately held, family-controlled, headquartered in Honselersdijk (Westland, Netherlands) with an additional address in Boskoop, and operates with no disclosed external funding.

Name

The Green Brand Factory

Legal name

The Green Brand Factory

Website

https://thegreenbrandfactory.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

The Green Brand Factory is a Dutch floriculture marketing consultancy that licenses three regional brand concepts (MoreLIPS, Grünen Tag, Groene Dag) to 50+ affiliated growers and distributes through 100+ retailers across 30+ countries, supported by an in-house CRM, BI, and AI tooling stack.

Ownership category

akta.pro rank

Product category

Floriculture Marketing and Brand Licensing Services

NAICS

Greenhouse, Nursery, and Floriculture Production (1114)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Potted Flowering Plants & Bedding Plants Production (Annuals, Perennials, Plugs) (AFAGAHAE)

Keywords

• Floriculture marketing services
• Plant brand licensing
• Horticulture sales consulting
• Ornamental plant branding
• Grower marketing support

Headquarters

HQ city

Honselersdijk

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Marketing & Sales Consultancy: Full commercial process analysis and strategic consulting for growers, including brand development, sales strategy, and go-to-market support. Growers access expertise, data insights, network, and smart sales tools.
2. Brand Licensing & Total Concepts: Integrating grower products into established brand formulas (MoreLIPS, Grünen Tag, Groene Dag) with complete brand experiences, packaging, care tips, and shelf positioning.
3. Custom Brand Development: Development of custom-made brands for growers with recognizable looks tailored to their specific products and stories.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

The Green Brand Factory is a marketing and sales consultancy for the floriculture sector that builds and licenses total brand concepts (MoreLIPS, Grünen Tag, Groene Dag) for ornamental plant growers. The company provides affiliated growers with proprietary data tools (HortiHeat CRM, GreenPowerBI), AI-based consumer support (FloraCoach), retail display design, and product photography services to help medium-sized ornamental plant producers strengthen their market position and access retail channels.

Product overview

The Green Brand Factory is a marketing and consulting firm for the floriculture sector that operates a platform-plus-modules architecture. The core offering consists of three distinctive brands—MoreLIPS (international retail), Grünen Tag (German/Austrian market), and Groene Dag (Dutch supermarkets)—each providing complete, customizable plant assortments with QR-enabled care tips. These brands are supported by add-on modules including GreenPowerBI (sales data analytics), FloraCoach (AI plant expert), HortiHeat CRM (customer database), Display Creator (digital shelf design), and Product Photography services. Strategic consulting and custom brand development for growers are also offered.

Differentiator

Problem solved

Functional benefit

Brands

• MoreLIPS: A total concept brand for international retail chains, offering 60 green and flowering plants with colourful branding and impulse-purchase appeal. Available in 100+ international retailers across 30+ countries.
• Grünen Tag
• Groene Dag

Products and services

• MoreLIPS A total concept brand for international retail chains, offering 60 green and flowering plant varieties with colourful branding and impulse-purchase appeal. Available through 100+ international retailers across 30+ countries, adaptable to any retail format and shelf space.
• Grünen Tag A fresh brand targeting the German and Austrian retail market, leveraging Dutch quality reputation. Offers 40+ products with unique brand experience, smart QR-code care tips, and a German-language total concept. Distributed in partnership with New Export Company.
• Groene Dag A brand bringing the biggest home-grown plant varieties to Dutch supermarkets, offering a complete, customized assortment that fits any supermarket format with fresh branding and practical care tips via QR code. Serves 3 major retail chains via partnership with Niftrik Bloemen en Planten BV.
• Strategic Marketing and Sales Consultancy Full commercial process analysis and strategic consulting for ornamental plant growers, including data-driven sales strategy using GreenPowerBI analytics, brand development, and go-to-market support. Provides growers access to expertise, data insights, network, and smart sales tools.
• Custom Brand Development Development of custom-made brands for growers with recognizable looks tailored to their specific products and stories, including complete brand formulas, packaging, care tips, and shelf positioning.
• Product Photography Services In-house product photography service ensuring uniform presentation on the Floriday platform with clean backgrounds, proper lighting, properly cropped images, and professional post-processing for grower product listings.

Quantifiable outcome

• 93% of Groene Dag products are sold in shops
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and established.

• Niftrik Bloemen en Planten BVcoreStrategic or Co-development PartnerPartnership for the Groene Dag brand, bringing home-grown plant varieties to Dutch supermarkets. Niftrik contributes to a plant shelf that looks fresh and radiates quality, with Groene Dag standing out through vibrant branding and practical care tips via QR code.
• New Export CompanycoreChannel Partner/ Reseller/ DistributorPartnership with New Export Company for the Grünen Tag brand in German-speaking markets. Together they create fully customized plant shelves for German and Austrian retail, with smart QR-code care tips as part of the German-language total concept.
• Groene Tint AnthuriumsestablishedOthers17-year loyal customer, participated from MoreLIPS brand inception. Underwent complete rebranding strengthening market presence. Benefited from network of specialists to elevate business.
• Kwekerij Marcel VijverbergestablishedOthersSparring partner for product selection, pot colors, trade fair organization, and photography. Critical eye helps present products attractively. Frequent contact with exporters ensures increasing recognition.
• FondieplantestablishedOthersThe Green Brand Factory serves as eyes and ears in the market. Organized Floriday listings with good photos and logical product structure. Handles special customer requests and keeps grower informed via email.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/thegreenbrandfactory
• Instagraminstagram.com/thegreenbrandfactory

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 The Green Brand Factory