World Horti Center
- Company typePrivate
- Founded2018
- HeadquartersNaaldwijk, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingServices
World Horti Center firmographics
Firmographics- Name
- World Horti Center
- Legal name
- World Horti Center
- Website
- https://worldhorticenter.nl
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
World Horti Center industry classification
Industry- Product category
- Horticulture Innovation Center Services
- NAICS
- Greenhouse, Nursery, and Floriculture Production (1114)
- SIC
- Services-Membership Organizations (8600)
- akta.pro primary industry
- Horticulture, Nursery & Greenhouse Operations (EDAOAOAB)
- akta.pro secondary industry
- Landscape, Turf & Groundskeeping Trades (EDAOAOAC)
Keywords
Where World Horti Center is headquartered
LocationHeadquarters
- HQ city
- Naaldwijk
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
World Horti Center business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Office Rental: Companies rent office spaces in World Horti Center, automatically becoming partners and gaining access to the network, meeting facilities at reduced rates, and participation in events
- Identity and Hardware Stands: Exhibition spaces for companies to showcase their innovations, products and technologies to visitors
- Training Programs: IntoHorticulture (€1,950) and IntoHorticulture Flex (€2,250) five-day training courses for people entering the horticulture sector, delivered by HortiTech
- Guided Tours: Theme-based guided tours for groups: General/Theme tours at €650 and Taste & Feel combined tours at €950 (excluding VAT)
- Venue Rental: Rental of meeting rooms, auditorium (Rabotorium with 266 seats), and Event Square for events and conferences
- Event Hosting: Hosting external events organized by third parties, with registration forms managed by organizing party
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | IntoHorticulture - Five-day introduction course to Dutch greenhouse horticulture |
| One time/ perpetual license | Pay-as-you-go | IntoHorticulture Flex - Customized five-day training for organizations |
| Unit Pricing | Pay-as-you-go | General/Theme Guided Tour |
| Unit Pricing | Pay-as-you-go | Taste & Feel Combined Tour with Tomatoworld |
| Subscription | Monthly | Office/workspace rental |
Go-to-market motion1 record
Distribution channels8 records
Marketing channels8 records
World Horti Center product offering
Product offeringCore offering
World Horti Center operates as a physical knowledge and innovation hub for international greenhouse horticulture, offering office and workspace rental, identity and hardware exhibition stands, themed exhibition squares, venue rental for events and meetings, professional training programs (IntoHorticulture), and guided tours. The center co-locates companies, vocational and higher education programs (MBO Westland, Inholland), applied research (Vertify), and government (Gemeente Westland) to advance the greenhouse horticulture sector.
Product overview
World Horti Center is a knowledge and innovation hub for international greenhouse horticulture, operating as a physical center where businesses, education, research, and government collaborate. The offering is structured as a multi-faceted platform combining: (1) Education and training programs including IntoTuinbouw/IntoHorticulture courses (5-day and flex formats), HortiHeroes professional development programs (intra-entrepreneurship and ChangeMakers), vocational education (MBO Westland), and bachelor's/associate degree programs with Inholland; (2) Nine themed exhibition squares covering I-Grow, Cultivation for Compounds, Value Chain, HortiHeroes Startup Wall, Robotics & AI, WaterWise, Energy, Health, and Power of Plants; (3) Event and hospitality services including the Rabotorium auditorium (266 seats), Event Square, meeting rooms (Einstein, Nature's Green Arena, Westland Business Room), restaurant, and office workspace rental; (4) Career services through Banen- & Stagemarkt job fairs; (5) Research facilities with 39 Vertify research greenhouses. The center receives approximately 40,000 visitors annually and hosts around 1,200 MBO students daily.
Differentiator
Problem solved
Functional benefit
Products and services
- Office and Workspace Rental
- Guided Tours
- IntoHorticulture (IntoTuinbouw) Training Course
- IntoHorticulture Flex (IntoTuinbouw Flex)
- HortiHeroes Intra-preneurship Programme
- HortiHeroes ChangeMakers Programme
- Identity Stand
- Hardware Stand
- Venue and Meeting Room Rental
Quantifiable outcome
- 40,000+ visitors annually from around the world
- +4 more outcomes
Companies that use World Horti Center
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles5 records
World Horti Center technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature3 records
World Horti Center partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered major, core and minor.
- Korean Smart Agriculture Headquarters (K.O.A.T.)majorWHC Korea signed cooperation agreement with Korean Agricultural Promotion Technology Agency to further develop smart agriculture in South Korea.
- Kazakhstan Ministry of Foreign Affairs (Investment Committee)majorHosted large delegation of Kazakh government officials and investors. Three memoranda for cooperation between Dutch and Kazakh companies were signed including MJ-Tech with Union of Greenhouses of Kazakhstan.
- Kyungpook National University (WHC Korea)coreWHC Korea established January 2023 as part of Kyungpook National University and Smart Farm Innovation Valley in Sangju. Focus areas: knowledge exchange, joint research on technological innovations, and talent development between Netherlands and Korea.
- CultivatorscoreJoint initiator of Cultivation for Compounds consortium with Vertify and World Horti Center. Researching cannabis cultivation for active compounds since 2022.
- MBO WestlandcorePart of the Lentiz educational group, MBO Westland operates vocational education programs within World Horti Center. With ~1,200 daily students, it offers 17 study programs in horticulture. Students work on practical projects with companies participating in World Horti Center, creating talent pipeline.
- VertifycoreApplied research organization with state-of-the-art facilities including 39 research greenhouses at World Horti Center. Conducts studies on technology, cultivation systems, crop protection, and breeding. Has become one of the leading applied agricultural research centers in the Netherlands.
- Gemeente Westland (Municipality of Westland)coreLocal government partner in the World Horti Center consortium, supporting the horticulture sector in the Westland region which is the heart of Dutch greenhouse horticulture.
- WHC Expo bvcoreOperational partner handling the execution of guided tours, events, and meeting facility hires at World Horti Center. Subject to terms of supply and cancellation.
- HortiHeroesmajorTalent development and startup platform operating the HortiHeroes Startup Wall at World Horti Center. Programs include Intra-preneurship (€9,995) and ChangeMakers (€4,995). Organizes Growth Sessions, Startup Selection events, and hackathons.
- UWV HaaglandenmajorDutch employment agency collaborating on job fairs and career events. Organizes workshops like 'Present yourself with confidence' and 'How to change careers' during Banen- & Stagemarkt events.
- HortiTechcoreTraining partner delivering IntoHorticulture (€1,950) and IntoHorticulture Flex (€2,250) courses. Expert trainers guide participants through the entire value chain from seed to consumer.
- Biobest GroupmajorBelgium-based biological control company with 24 subsidiaries in ~70 countries. Active in Cultivation for Compounds consortium, focusing on IPM strategies and biological control of powdery mildew in cannabis cultivation.
- TomatoworldmajorCombined Taste & Feel Tour starting at World Horti Center then moving to Tomatoworld for high-tech field lab experience focused on data-driven cultivation and robotics. Tour priced at €950 per group.
- Inholland DelftmajorUniversity of Applied Sciences with office at World Horti Center, conducting research with Horticulture and Agribusiness students at Vertify. Part of Learning Community.
- CordaidminorSigned cooperation agreement to jointly contribute to resilient regions and food security through knowledge sharing and international development programs.
- RobocropsmajorInnovation platform contributing expertise and time to the development of the Robotics & AI theme square at World Horti Center.
- NXTGEN HightechmajorTechnology partner investing expertise in the development of the Robotics & AI theme square, helping maintain the square's evolution and attractiveness.
- Source, Lencon, FestomajorTechnology companies providing solutions, practical cases and expertise for the Robotics & AI theme square, giving visitors insight into modern robotics possibilities in horticulture.
- GreenTechminorHorticulture trade show event organizer. Co-organizer of ∑-Grow Inside seminars and supporter of Fieldlab Vertical Farming research.
Scale indicators8 records
Recent moves9 records
Expansion highlights6 records
World Horti Center competitors and assessment
Company assessmentDirect peers
- Proeftuin Zwaagdijk: Applied agricultural research station in North Holland operating experimental greenhouses and field trials. Comparable to WHC's research offering via Vertify, particularly around crop protection and applied greenhouse research.
- HortiHeroes: Talent and startup platform running the HortiHeroes Startup Wall inside WHC, plus Intra-preneurship (€9,995) and ChangeMakers (€4,995) programs. Closely comparable as an education/talent developer in Dutch greenhouse horticulture, with overlapping programming.
- Tomatoworld: High-tech field lab and information center for the tomato sector in the Westland region. Directly comparable to WHC as a horticulture-focused visitor, education, and demonstration center, and already co-marketed with WHC via the €950 Taste & Feel combined tour.
Broad incumbents
- Royal Brinkman: Major Dutch horticulture supplier and knowledge partner serving greenhouse growers worldwide. Comparable as a long-established horticulture ecosystem player with educational content, demonstration projects, and supplier-customer convening functions.
- GreenTech Amsterdam: Leading global horticulture trade show organizer and supporter of Fieldlab Vertical Farming research. Comparable as a sector convener for greenhouse technology providers, and already partnered with WHC on ∑-Grow Inside seminars.
- Glastuinbouw Nederland: Dutch industry association for greenhouse horticulture. Comparable as a sector-wide institution connecting companies, government, and research with a policy and knowledge mandate, partially overlapping WHC's consortium and convening role.
- Delphy: Dutch consultancy and knowledge company specializing in greenhouse horticulture and soft fruit. Comparable as a knowledge and advisory provider serving growers and technology suppliers, addressing overlapping customers with WHC partner companies.
- Wageningen University & Research: The Netherlands' flagship agricultural and horticultural research university, frequently referenced as a WHC academic partner. Comparable because it operates large-scale greenhouse research facilities, educational programs, and corporate partnership models aimed at Dutch and international horticulture.
Regional players
- Mekong Fruit Export Co. Vietnam-based horticulture and greenhouse operator active across Southeast Asia. Comparable as a regional greenhouse horticulture player that benefits from Dutch knowledge transfer models, illustrating the international demand for WHC-style knowledge export.
Emerging players
- Fieldlab Vertical Farming: Multi-partner Dutch research and demonstration initiative focused on vertical farming, supported by GreenTech and several WHC partner companies. Comparable as an emerging applied research and demonstration hub in adjacent horticulture subsegments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
World Horti Center social profiles
Digital presenceWorld Horti Center financial estimates
Financial estimateRevenue estimate
Valuation estimate
World Horti Center leadership team
Management profileNumber of profiles
Profiles8 records
World Horti Center subsidiaries and ownership
Company hierarchySubsidiaries2 records
World Horti Center funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
World Horti Center 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 World Horti Center
What does World Horti Center do?
World Horti Center operates as a physical knowledge and innovation hub for international greenhouse horticulture, offering office and workspace rental, identity and hardware exhibition stands, themed exhibition squares, venue rental for events and meetings, professional training programs (IntoHorticulture), and guided tours. The center co-locates companies, vocational and higher education programs (MBO Westland, Inholland), applied research (Vertify), and government (Gemeente Westland) to advance the greenhouse horticulture sector.
Is World Horti Center a public or private company?
World Horti Center is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was World Horti Center founded?
World Horti Center was founded in 2018. It employs 11 to 50 people.
Where is World Horti Center based?
World Horti Center is headquartered in Naaldwijk, Netherlands, in the Europe region.
How does World Horti Center make money?
Six revenue lines are on record. Office Rental is the primary driver. The others are identity and Hardware Stands, training Programs, guided Tours, venue Rental and event Hosting.
Who are World Horti Center's main competitors?
Direct peers on record are Proeftuin Zwaagdijk, HortiHeroes and Tomatoworld. Broad incumbents are Royal Brinkman, GreenTech Amsterdam, Glastuinbouw Nederland, Delphy and Wageningen University & Research. Mekong Fruit Export Co. is listed as a regional player. Fieldlab Vertical Farming is listed as an emerging player.
Does World Horti Center have an API?
No public API is recorded for World Horti Center.
What industry is World Horti Center in?
World Horti Center's product category is Horticulture Innovation Center Services. Its primary akta.pro industry code is EDAOAOAB, Horticulture, Nursery & Greenhouse Operations, with a secondary code of EDAOAOAC, Landscape, Turf & Groundskeeping Trades. Its NAICS code is 1114 and its SIC code is 8600.