The Mastergrowers V.o.f.

What The Mastergrowers V.o.f. does

The Mastergrowers B.V. is a privately held Dutch ornamental horticulture company headquartered in De Lier with a second site in Honselersdijk, specializing in the breeding, cultivation and wholesale distribution of indoor hydrangeas (Hydrangea macrophylla). The business is built around a family heritage of more than 100 years of hydrangea growing across three generations, currently led by founders Robin van Dijk (Director, General Affairs) and Erik van der Valk (Director, Operational Affairs and Purchasing). Across its two locations the company operates roughly 18–20 hectares of greenhouse and outdoor production capacity, supported by approximately 70 employees, of whom around 60 work in greenhouse and nursery operations and 10 in office functions.

The commercial product portfolio is organized into four branded Masterpiece sub-collections — Pure (90-day flowering, sustainably grown baseline line), Elite (bi-color, star-shaped Dutch-Japanese genetics, 90-day flowering), Everlast (120-day flowering, heat-resilient, near-organic) and Magical (150-day color-changing) — alongside standard pot hydrangeas, outdoor hydrangea gardens, hanging baskets and complementary ornamentals including poinsettia, chrysanthemum, dianthus, lavender, antirrhinum, rhodanthemum and salvia. Technical differentiation is concentrated in the proprietary breeding program, which produces differentiated flowering durations (90 to 150 days), heat-resilient genetics and color-changing varieties, protected by brand rather than disclosed patents. The company holds MPS 601598 environmental certification and emphasizes sustainable and near-organic cultivation methods.

The business model is B2B wholesale. Finished plants are sold direct to garden centers and florists across Europe through a personal sales team led by Frank van der Meer (Sales & Marketing), supported by organized open days, on-site customer visits and a password-protected partner marketing portal. A second revenue stream consists of cuttings and young plants (pinched, unpinched or pre-finished) supplied to international growers worldwide. Pricing is quote-based with no public list prices, and revenue is split across the four Masterpiece tiers, the standard assortment and the cuttings channel. The company is privately owned by its founding families with no disclosed external funding, acquisitions or institutional investors.

Name

The Mastergrowers V.o.f.

Legal name

The Mastergrowers B.V.

Website

https://themastergrowers.nl

Company type

Private

Founded year

1990

Operating status

Operating

Short description

The Mastergrowers B.V. is a privately held Dutch hydrangea specialist that breeds, cultivates and wholesales four branded Masterpiece lines (Pure, Elite, Everlast, Magical) plus complementary ornamentals to European garden centers, florists and international growers from two sites in De Lier and Honselersdijk.

Ownership category

akta.pro rank

Product category

Ornamental Horticulture

NAICS

Greenhouse, Nursery, and Floriculture Production (1114), Floriculture Production (111422), Nursery and Tree Production (111421)

akta.pro primary industry

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

akta.pro secondary industries

Nursery Production (Woody Ornamentals: Trees, Shrubs, Roses) (AFAGAHAF), Seedling & Sapling Production (Containerized) (AFAMADAD)

Keywords

• Hydrangea cultivation
• Ornamental horticulture
• Potted plant wholesale
• Plant propagation cuttings
• Flowering plant breeder

Headquarters

HQ city

De Lier

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Hydrangea Plant Sales: B2B wholesale sales of potted hydrangeas and other ornamental plants (chrysanthemums, poinsettias) to garden centers and florists throughout Europe. Products sold in various pot sizes (6 cm to 27 cm) with different flowering durations and characteristics.
2. Cuttings & Young Plants: Production and sale of cuttings (stekken) to growers worldwide. Offer includes pinched, unpinched, and pre-finished plants. Each grower has flexibility in specifications based on their own wishes and needs.
3. Marketing Portal Services: Marketing portal providing image materials and brand identity assets to partners. Requires account registration for access to marketing materials.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

The Mastergrowers V.o.f. cultivates, breeds, and wholesales hydrangeas (Hydrangea macrophylla) and a secondary ornamental assortment (Antirrhinum, Dianthus, Chrysanthemum, Lavender, Poinsettia, Princettia, Rhodanthemum, Salvia) from approximately 18–20 hectares of glasshouses in the Dutch Westland region. Finished flowering potted plants are sold year-round to European garden centers and florists, and unrooted/rooted cuttings and young plants are propagated and exported to international growers.

Product overview

The Mastergrowers is a third-generation horticultural company specializing in hydrangeas with over 100 years of experience. The product portfolio centers on four main Masterpiece sub-brands: Everlast (120-day heat-resilient bloomers), Elite (unique colors and shapes including Bi-color, Star-shaped, and Curled varieties), Magical (150-day color-changing hydrangeas), and Pure (the foundational sustainably-grown collection). Beyond hydrangeas, the company offers a complementary range including Antirrhinum, Dianthus, Deco Chrysant Cosmo, Lavender, Poinsettia, Princettia, Rhodanthemum, and Salvia for retail partners. The products are sold primarily to garden centers and florists throughout Europe, with pot sizes ranging from 6 cm to 27 cm and various delivery periods throughout the year.

Differentiator

Problem solved

Functional benefit

Brands

• Pure: Original collection of hydrangeas, sustainably grown, unsticked, flowering up to 90 days indoors.
• Elite
• Everlast
• Magical

Products and services

• Pure Hydrangea Collection Proprietary branded collection of Hydrangea macrophylla varieties produced by The Mastergrowers and sold wholesale to garden centers and florists across Europe as finished flowering potted plants.
• Elite Hydrangea Collection Proprietary branded collection of Hydrangea macrophylla varieties produced by The Mastergrowers and sold wholesale to garden centers and florists across Europe as finished flowering potted plants.
• Everlast Hydrangea Collection Proprietary branded collection of Hydrangea macrophylla varieties bred and positioned for extended shelf life and durability, sold wholesale to European garden centers and florists.
• Magical Hydrangea Collection Proprietary branded collection of Hydrangea macrophylla varieties produced by The Mastergrowers and sold wholesale to garden centers and florists across Europe as finished flowering potted plants.
• Hydrangea cuttings and young plants Unrooted/rooted cuttings and young plants propagated from The Mastergrowers' proprietary hydrangea genetics, supplied internationally to commercial growers for finishing in their own markets.
• Antirrhinum (snapdragon) Antirrhinum (snapdragon) potted/flowering plants grown by The Mastergrowers as part of its secondary assortment and supplied to the same European garden-center and florist channel.
• Dianthus Dianthus (carnation) potted/flowering plants grown by The Mastergrowers as part of its secondary assortment and supplied to the same European garden-center and florist channel.
• Chrysanthemum Chrysanthemum potted/flowering plants grown by The Mastergrowers as part of its secondary assortment and supplied to the same European garden-center and florist channel.
• Lavender Lavender potted/flowering plants grown by The Mastergrowers as part of its secondary assortment and supplied to the same European garden-center and florist channel.
• Poinsettia Poinsettia potted/flowering plants grown by The Mastergrowers as part of its secondary assortment and supplied to the same European garden-center and florist channel, typically for seasonal demand.
• Princettia Princettia (a branded poinsettia line) potted/flowering plants grown by The Mastergrowers as part of its secondary assortment and supplied to the same European garden-center and florist channel.
• Rhodanthemum Rhodanthemum potted/flowering plants grown by The Mastergrowers as part of its secondary assortment and supplied to the same European garden-center and florist channel.
• Salvia Salvia potted/flowering plants grown by The Mastergrowers as part of its secondary assortment and supplied to the same European garden-center and florist channel.

Quantifiable outcome

• 150 days of indoor flowering
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Garden Centers and Florists NetworkcoreChannel Partner/ Reseller/ DistributorOngoing commercial relationships with garden centers and florists throughout Europe. Products distributed through retail channels; company provides complete assortment with various pot sizes and price points, along with marketing support and brand assets.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hilverda Florist: Dutch breeder focused on potted and cut flowers with a global grower network for cuttings propagation. Closely comparable in breeder-licensor model, Dutch operations, and hydrangea-adjacent potted assortment.
• Selecta One: German-based breeder and producer of potted and bedding plants, with a hydrangea assortment targeting European retailers. Comparable in business model, customer base, and breeding-led differentiation.
• MNP Flowers: Dutch breeder and propagator of potted plants including hydrangeas and chrysanthemums, supplying growers worldwide with starting material. Comparable in breeder/ propagator business model and Dutch production base.
• Beekenkamp Plants: Dutch family-owned breeder and grower of ornamental plants including hydrangeas, poinsettias, and bedding plants. Closely comparable family-led structure, Dutch production footprint, and B2B retail go-to-market.
• Royal Van Zanten: Dutch breeder and propagator specializing in cut flowers and potted plants, including hydrangea varieties. Comparable breeder-to-grower-to-retailer value chain and Dutch production base.
• Kébol Plants: Dutch grower and propagator of seasonal outdoor plants including hydrangeas, supplying European garden centers. Comparable as a Dutch production operation selling hydrangeas and ornamentals into the same retail channels.
• Schreurs Holding: Dutch rose and potted plant breeder with global propagation network, active in premium ornamentals. Comparable Dutch breeder-licensor model with international grower network and premium retail positioning.
• Dümmen Orange: Global Dutch-headquartered ornamental plant breeder and propagator with a major hydrangea program alongside roses, chrysanthemums, and potted plants. Directly comparable as a competing breeder/producer selling into European retail channels.

Broad incumbents

• Syngenta Flowers: Large-scale global flower seed and cutting breeder (subsidiary of Syngenta Group) with a broad potted and bedding plant portfolio. Comparable as a competing breeder at much larger scale and broader crop coverage.
• Ball Horticultural Company: Major international horticultural breeder and distributor with extensive ornamental catalog across seed and vegetative forms. Comparable as a broad incumbent competing for European retail shelf space across many of the same categories.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/themastergrowers.nl
• Instagraminstagram.com/the_mastergrowers
• LinkedInlinkedin.com/company/themastergrowers

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Mastergrowers V.o.f.