TagTomat

What TagTomat does

TagTomat ApS is a Copenhagen-based urban gardening company founded in 2011 by Mads Boserup Lauritsen (CVR 25629175), operating a hybrid D2C, B2B, and project-services business around organic seeds, mushroom cultivation kits, planters, and educational content. The company runs a 24/7 webshop (tagtomat.dk) and a Friday-only pickup showroom at Jagtvej 59 in Nørrebro, with a secondary production address on Glentevej 70. A dedicated B2B portal (b2b.tagtomat.dk) serves a curated network of sustainability-aligned resellers, and project services span school gardens, community gardens, workplace greening, and rooftop/terrace builds — claimed to have produced hundreds of green spaces across Denmark since 2011.

The product portfolio is anchored on two pillars: mushroom cultivation kits (SvampeBoks made from upcycled milk cartons with organic straw and oyster mushroom mycelium, DyrkningsKit variants, Lion's Mane kits sourced from Funga Farm) and curated organic seed collections (ByTomater, Chilibox, themed flower blends, microgreens). Notable production and design features include self-watering planter systems, upcycled/recycled inputs, in-house seed packing on an 1895-era "Benny & Bertha" antique machine, and handcrafted packaging produced at the Hans Knudsens Institut sheltered workshop. Seeds are sourced from European organic producers including Reinsaat (Austria), a Croatian family farm, and Danish suppliers such as Nykilde and Landsorten. The company holds Danish organic certification (DK-ØKO-050) and has received two Danish Design Award nominations (2016, 2018) plus national media coverage.

TagTomat generates revenue through unit-priced D2C e-commerce (10 DKK clearance items to 375 DKK gift boxes), 650 DKK mushroom cultivation courses and teambuilding workshops, B2B custom seed packets (200-unit minimum) for clients including Tivoli and Danmarks Naturfredningsforening, wholesale distribution via the B2B reseller portal, project-based design/build services for schools and corporates, and Coop Crowdfunding campaigns (2020, 2021, 2024) used as both community engagement and product-launch vehicles. The customer base spans Copenhagen urban residents, Copenhagen folkeskoler through the Åben Skole program, enterprises such as Miljøstyrelsen and Tivoli, and Nordic hobby gardeners in Denmark, Sweden, Norway, Iceland, and the Faroe Islands. The company is privately held, founder-owned, and bootstrapped, with no institutional capital, no parent entity, and no subsidiaries.

Name

TagTomat

Legal name

TagTomat ApS

Website

https://tagtomat.dk

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

TagTomat ApS, founded 2011 in Copenhagen, is a privately held urban gardening company selling organic seeds, mushroom cultivation kits, planters, and educational content via D2C e-commerce, a B2B reseller portal, and project-based greening services for schools, workplaces, and communities across Scandinavia.

Ownership category

akta.pro rank

Product category

Urban Gardening Products and Services

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240), Landscaping Services (561730), Mushroom Production (111411), Building Material and Garden Equipment and Supplies Dealers (444)

SIC

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

akta.pro primary industry

Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)

akta.pro secondary industries

Raised Garden Beds & Planter Box Installation (HSAIAFAK), Mushroom Farming (Button, Oyster, Shiitake) (AFAGADAJ), Seasonal Color, Planting & Horticultural Services (BPABADAL), Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG)

Keywords

• Urban gardening products
• Mushroom cultivation kits
• Organic seed packets
• School garden design
• Green community building

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct-to-consumer online shop selling seeds, seed packets, seed boxes, mushroom cultivation kits, plant boxes, and related urban gardening products. Products range from 15 DKK (growing bags) to 375 DKK (gift boxes). Revenue is one-time per transaction with repeat purchase potential driven by seasonal seed cycles.
2. Custom-Made Corporate Products: Custom-designed seed packets and branded products for corporate clients (e.g., Tivoli, Danmarks Naturfredningsforening). Minimum order of 200 units. Provides B2B revenue and custom design services.
3. Workshops and Courses: Mushroom cultivation courses at 650 DKK per participant, offered both at their showroom and at client locations. Also includes teambuilding packages for businesses.
4. B2B Reseller Channel: Wholesale distribution of seed packets, seed boxes, seed bombs, and mushroom products through a curated network of passionate resellers. Resellers access a dedicated B2B portal (b2b.tagtomat.dk).
5. Urban Gardening Projects & Installations: Project-based revenue from designing and building shared gardens, school gardens, workplace green spaces, and rooftop gardens. Since 2011, hundreds of green spaces built across Denmark.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

TagTomat designs, curates, and sells urban gardening products — primarily mushroom cultivation kits (SvampeBoks, DyrkningsKit) and organic seed packets, themed seed boxes, gift boxes, plant boxes, raised beds, microgreens, and books — through its own webshop and a B2B reseller network. The company also delivers project-based greening services, designing and building school gardens, community gardens, workplace green spaces, and rooftop terraces, and runs mushroom cultivation courses and workshops for consumers and corporate teambuilding clients.

Product overview

TagTomat is an urban gardening company founded in 2011 in Copenhagen, operating a webshop and B2B distribution channel alongside project-based greening services. The core product portfolio is built around two pillars: mushroom cultivation kits (SvampeBoks, DyrkningsKit) and curated seed products (Frøposer, Frøboxe, themed seed blends including ByTomater, Chilibox, butterfly and bee flower mixes), complemented by gift boxes combining seeds and mushroom products, courses and workshops, and a publishing line including the book 'Grow Like Tomorrow'. Services span school gardens (Skolehaver), community gardens (Fælleshaver), workplace greening (Grønne Arbejdspladser), and rooftop/urban space development. The B2B channel offers custom seed packet design for corporate clients and reseller arrangements for seed and mushroom products. TagTomat holds an organic certification (DK-ØKO-050) and operates from a showroom on Jagtvej 59, Copenhagen.

Differentiator

Problem solved

Functional benefit

Brands

• Danish Upcycle: An initiative mentioned in connection with TagTomat, related to upcycling of materials.

Products and services

• SvampeBoks (Mushroom Box) TagTomat's flagship mushroom cultivation product. Made from a recycled milk carton filled with organic straw inoculated with oyster mushroom mycelium. Users cut a hole and the mushrooms begin to grow. Available in neighbourhood-themed editions (Christianshavn, Nyhavn, Nørrebrogade, Valby & ZOO, Carlsberg Byen, Østerbro, Slotsholmen, Tivoli). Priced at 149 DKK. Aimed at urban consumers and gift buyers who want to grow edible mushrooms at home.
• DyrkningsKit (Mushroom Cultivation Kit) Mushroom cultivation kits available in multiple substrates: organic straw with oyster mushroom mycelium, wood flour and organic wheat bran, and kits with included growing box. A Lion's Mane (Pindsvinepigsvamp) kit is sourced from Funga Farm. Priced 175-259 DKK. For home growers seeking a more advanced cultivation experience than the SvampeBoks.
• Frøposer & Frøkollektion (Seed Packets and Seed Collections) Curated selection of vegetable seeds, herb seeds, flower seeds, and seed blends sold in TagTomat's branded packets. Includes seed collections such as ByTomater (City Tomatoes), ChiliBox, and seasonal seed blends. Seeds sourced from European organic producers with high germination rates. Individual packets priced 25-30 DKK, flower seed blends at 59-69 DKK. Aimed at urban gardeners, schools, and gift buyers.
• Frøboxe (Themed Seed Boxes) Themed seed boxes containing multiple seed varieties packaged in a hand-crafted box (produced by Hans Knudsens Institut, a sheltered workshop). Examples include ByTomater, Blomsterbox, and Chilibox. Seed boxes start at 25 DKK. Suitable as gifts and for new urban gardeners.
• Frøbomber (Seed Bombs) Hand-made seed bomb gift sets produced by Hans Knudsens Institut. Two seed bombs per box, nominated for a Danish Design Award in 2016. Designed to be thrown in urban spaces where flowers should bloom. Targeted at gift buyers and guerrilla gardeners.
• Specialdesignede Frøposer (Custom Seed Packets, B2B) Custom-designed seed packets for corporate clients. Minimum order 200 units. Clients have included Tivoli (Columbine summer flowers, Peacock's bouquet flowers), Danmarks Naturfredningsforening, and others. Custom messaging printed on TagTomat's seed packet design. Pricing not publicly disclosed and requires inquiry. Targeted at companies seeking branded sustainable gifts.
• Gaveæsker & Gaveboxe (Gift Boxes) Pre-curated gift boxes combining seeds, seed bombs, and mushroom products. Examples: DEN SPIRENDE BY, BYBONDENS BEDSTE, TAGTOMATS FAVORITTER, EN BID AF KØBENHAVN. Priced 325-375 DKK. Targeted at gift buyers (B2C and B2B) seeking distinctive, sustainable, themed presents.
• Mikrogrønt (Microgreens) Microgreen seeds and growing substrates including hemp fibre for microgreen cultivation. Aimed at urban consumers wanting fast-growing, indoor-edible greens.
• Plantekasser, Højbede & Plantevægge (Plant Boxes, Raised Beds & Plant Walls) Range of planting containers including balcony/kitchen boxes, raised beds (metal and wood), indoor plant boxes, and plant walls (including Gardena systems). Designed with self-watering functionality. Aimed at urban dwellers, schools, and workplaces creating growing spaces on balconies, rooftops, and indoor areas.
• Bøger & E-bøger (Books and E-books) TagTomat's published book 'Grow Like Tomorrow – Vejen til fremtidens bæredygtige fødevaresystemer' (also available as a free e-book download). Also 'TagTomat Vejen til grønne fællesskaber' and a children's mushroom cultivation e-book. Aimed at urban gardeners, educators, and community organizers.
• Svampedyrkningskurser & Workshops (Mushroom Cultivation Courses) In-person courses at TagTomat's showroom on Jagtvej 59 teaching edible mushroom cultivation. Includes hands-on kit-making. Available in Danish and English. Suitable for team-building. Courses also offered off-site at external venues (libraries, ZOO, Dokk1 Aarhus). Priced at 650 DKK per participant. Targeted at individual consumers and corporate teambuilding clients.
• Lærings- & Skolehaver (School Gardens) Design and build of school gardens and green learning spaces. Includes educational programmes aligned with school curricula. Offered free to Copenhagen institutions via Åben Skole. Targeted at Danish public and private schools, particularly Copenhagen folkeskoler.
• Fælleshaver (Community Gardens) Design and development of community gardens in urban settings, from small courtyards to larger shared garden projects. Aimed at housing associations, neighborhood groups, municipalities, and community organizations in Denmark.
• Grønne Arbejdspladser (Green Workplaces) Greening solutions for workplaces and offices, including green spaces and plant installations for corporate environments. Aimed at companies, government agencies, and organizations seeking employee engagement, sustainability, and green office initiatives.
• Byrum & Tagterrasser (Urban Spaces & Rooftop Terraces) Design and development of green urban spaces and rooftop gardens. Aimed at municipalities, property developers, building owners, and organizations looking to develop green public or shared spaces.

Quantifiable outcome

• Hundreds of green spaces built across Denmark since 2011
• +1 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature5 records

Partnerships

Four partnerships are on record, tiered minor and core.

• JunckersminorStrategic or Co-development Partner · 9 October 2019In October 2019, Junckers (a wood/flooring company) entered a sustainable tomato partnership with TagTomat. Details of the collaboration not fully disclosed in available sources.
• Hans Knudsens InstitutcoreStrategic or Co-development PartnerHans Knudsens Institut is a sheltered workshop that handcrafts TagTomat's seed boxes and seed bomb gift boxes. This partnership supports social enterprise values and provides high-quality handcrafted packaging for TagTomat's premium gift products.
• LandsortenminorStrategic or Co-development PartnerA seed preservation association that TagTomat supports through membership. TagTomat purchases seed stock via Landsorten's member companies, contributing to the development and preservation of old organic seed varieties in Denmark.
• Coop CrowdfundingcoreGTM or Marketing PartnerTagTomat has run multiple crowdfunding campaigns through Coop Crowdfunding platform for seed collections, mushroom projects, and the 'Grow Like Tomorrow' book. Coop provides a marketing and funding platform that connects TagTomat with its community of backers.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Silvan (DIY chain): Danish DIY and home improvement chain with a substantial garden center section selling seeds, planters, soil, and tools. Comparable to TagTomat's retail offerings but as a broad incumbent with a much wider assortment, larger physical footprint, and competitive pricing power.
• Bakker.com (Bakker Spalding): European mail-order gardening specialist selling seeds, bulbs, plants, and gardening products across multiple countries. Comparable as a pan-European seed and gardening retailer with stronger brand and logistics, though with a less curated, sustainability-led positioning than TagTomat.

Direct peers

• Back to the Roots: US-based urban gardening brand best known for mushroom grow kits and indoor gardening products sold via retail and DTC channels. Closely comparable to TagTomat's SvampeBoks and DyrkningsKit product line and D2C-plus-retail go-to-market motion.
• Johnny's Selected Seeds: US-based organic and heirloom seed company selling curated seed packets and collections to home gardeners and small farmers. Comparable in product (curated organic seed packets), values (organic/heirloom focus), and direct-to-gardener distribution.
• Plantorama: Denmark's largest garden center chain, selling plants, seeds, garden supplies, and seasonal items both in-store and online. Directly comparable to TagTomat in product categories and Danish customer base, though at vastly larger scale and a broader (non-specialist) assortment.
• Nelson Garden: Scandinavian seed and gardening product company selling seed packets, flower mixes, and growing supplies across the Nordics. A direct comparable to TagTomat's seed-collection and curated-packet business, with established retailer distribution and brand recognition in the same region.

Emerging players

• Smallhold: US specialty mushroom company distributing grow kits and fresh mushrooms through retail and foodservice. Comparable in the mushroom-kit / urban-cultivation category to TagTomat's SvampeBoks, though focused more on fresh distribution than community/educational services.
• De Bolster: Dutch organic seed specialist selling organic vegetable and herb seeds, with curated small-packet assortments and a B2B/B2C mix. Comparable to TagTomat's organic seed packet business (Reinsaat/Landsorten sourcing model) and organic certification positioning.
• Funga Farm: Danish mushroom farm supplying mushroom grow kits (including Lion's Mane) — explicitly listed as a supplier to TagTomat. Directly comparable as a mushroom-kit producer and brand, though smaller and more farm-focused, lacking TagTomat's broader seed and garden services portfolio.

Others

• Haveselskabet (The Danish Garden Society): Denmark's national gardening association promoting horticulture, hosting CPH Garden exhibition (where TagTomat has exhibited), and offering member education. Comparable as a Danish gardening-community and education entity that overlaps with TagTomat's community-led, educational positioning — more as a partner/ecosystem player than direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/tagtomat
• Facebookfacebook.com/TagTomat
• Instagraminstagram.com/tagtomat
• LinkedInlinkedin.com/company/tagtomat

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 TagTomat