Valhor

What Valhor does

VALHOR is the French interprofessional organization officially recognized by public authorities under articles L-632-1 and following of the Rural and Maritime Fisheries Code, uniting and representing the entire ornamental plant value chain — from upstream production horticulture and nurseries through commerce (wholesalers, garden centers, florists, online sellers) to downstream landscape companies. Founded in 2004 and headquartered in Paris, VALHOR federates 9 professional member organizations spanning three colleges: production (Felcoop, FNPH/Verdir, UFS, Coordination Rurale), landscape (UNEP, FFP), and commerce (Jardineries & Animaleries de France, FGFP, FFAF). Its mandate encompasses economic development, certification and labeling, plant health advocacy, market intelligence, sector promotion, and professional qualification across an addressable base of approximately 56,000 French companies.

VALHOR's core 'products' are certification labels and market data rather than technology goods. It owns and manages Plante Bleue (environmental certification, 2011), Fleurs de France (French-origin label, 2015), and Charte Qualité Fleurs (cut-flower quality, 2007) — all operationally delegated to Excellence Végétale — and facilitated the first European-level horticultural IGP (Sapin de Noël du Morvan, 2024). Market intelligence is delivered through partnerships with Kantar (7,000-household monthly consumer panel), FranceAgriMer, Xerfi Spécific, and AND International. Its member-facing digital infrastructure consists of the pro.valhor.fr portal (redesigned in 2026), the Floriscope plant reference directory, and three newsletter publications. The organization sponsors industry events (Salon du Végétal, Paysalia, IPM Essen) and consumer campaigns (Le Végétal c'est la vie).

VALHOR's business model is funded entirely through mandatory interprofessional membership fees (cotisation) levied on all professionals in the sector under triennial agreements (currently 2024-2027), with rates calibrated by activity type, establishment size, and revenue. Fee collection is outsourced to CCMSA for production and landscape professionals and to Intrum Corporate for commerce professionals and landscape designers, with legal recovery available for non-payment. VALHOR employs 11-50 staff and does not sell products or charge for public-facing resources; its revenue scale is not publicly disclosed. Leadership comprises Catherine Muller as President and Yves Moinet as Vice-President.

Name

Valhor

Legal name

VALHOR - L'Interprofession française de l'horticulture, de la fleuristerie et du paysage

Website

https://valhor.fr

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

VALHOR is the French interprofessional body officially recognized by public authorities to represent and coordinate the entire ornamental plant value chain — production horticulture, commerce (wholesalers, garden centers, florists), and landscape — serving approximately 56,000 companies through 9 member federations, funded by mandatory sector membership fees.

Ownership category

akta.pro rank

Product category

Horticultural Industry Representation

NAICS

Business, Professional, Labor, Political, and Similar Organizations (8139), Other Similar Organizations (except Business, Professional, Labor, and Political Organizations) (81399)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Forest Management & Silviculture Services (Cruising, Planning, Compliance) (IMAMAAAD)

Keywords

• Ornamental horticulture industry
• Floristry sector representation
• Landscape services industry
• Plant production interprofession
• Horticultural economic intelligence

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Mandatory interprofessional membership fee (cotisation): VALHOR collects a mandatory interprofessional fee (cotisation) from all professionals in the horticulture, floristry, and landscape sector — including producers, wholesalers, retailers, landscape entrepreneurs, online sellers, and brokers. The fee is collected for a 3-year period under the agreement approved by VALHOR's board. Collection is handled by CCMSA for production and landscape professionals, and by Intrum Corporate for commerce-sector professionals and landscape designers. Revenue funds VALHOR's interprofessional missions defined in the triennial program.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

VALHOR is the French interprofessional organization (created 2004, Paris) that represents, defends, and develops the horticulture, floristry, and landscape sectors across roughly 56,000 companies. It carries out economic intelligence, collective promotion campaigns to drive plant and flower consumption, applied research funding, vocational training support, and advocacy vis-à-vis public authorities and the European Union.

Product overview

VALHOR is a French interprofessional organization representing the horticulture, floristry, and landscape sectors, uniting 9 professional organizations. Rather than a technology product company, it provides industry coordination services including: (1) certification and labeling programs (Plante Bleue, Fleurs de France, Charte Qualité Fleurs, Label Rouge, IGP Sapin de Noël du Morvan) managed through Excellence Végétale; (2) market intelligence via sector statistics, consumer panels with Kantar and FranceAgriMer, and economic forecasts; (3) a professional portal (Espace Pro) with resources and reports; (4) industry promotion through public communication campaigns (Le Végétal c'est la vie), events (Salon du Végétal, Paysalia), and newsletters; and (5) Floriscope, a free plant reference directory for professionals. The nine member organizations span production horticulture, landscape, and commerce sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Interprofessional representation and advocacy

Quantifiable outcome

• Fleurs de France label known by 1 in 5 French consumers 4 years after launch; 70% willing to pay up to 5% more for labeled French plants (2019 Kantar study)
• +2 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core, major and minor.

• CCMSA (Caisse Centrale de la Mutualité Sociale Agricole)coreChannel Partner/ Reseller/ DistributorCCMSA collects mandatory interprofessional membership fees (cotisation) from professionals with horticultural production or nursery activity (Production category) and landscape company professionals (Paysage category) under the VALHOR interprofessional agreement.
• Intrum CorporatecoreChannel Partner/ Reseller/ DistributorIntrum Corporate collects mandatory membership fees from professionals with commerce activity (Commercialization category) and landscape designers (Paysage category). Also manages legal recovery and court actions for non-payment of fees through a network of lawyers.
• Excellence VégétalecoreImplementation/ SI/ Consulting PartnerAssociation managing the development of labels and certifications serving sector businesses. Manages Plante Bleue, Fleurs de France, Charte Qualité Fleurs, and organizes the annual Bonnes Pratiques (Good Practices) days for certified horticultural businesses.
• ASTREDHOR (Institut technique des professionnels du végétal)coreStrategic or Co-development PartnerTechnical institute for ornamental plant professionals. Conducts post-harvest quality research on cut flowers (vase life testing) that feeds the Charte Qualité Fleurs framework. Develops technical references and trains technicians for quality control.
• OcaciacoreImplementation/ SI/ Consulting PartnerIndependent certification body conducting audits for Plante Bleue certification. Since July 2023, Ocacia also offers combined audits for Plante Bleue and Fleurs de France certifications.
• FranceAgriMercoreStrategic or Co-development PartnerNational agricultural and maritime products agency. Works with VALHOR on multiple sector studies including annual consumer panel (Kantar), wholesale statistics, and annual horticulture ornamentale key figures publications.
• KantarmajorStrategic or Co-development PartnerMarket research institute conducting VALHOR's monthly consumer panel on plant and flower purchases (7,000-person representative sample of French households). Produces annual and event-specific consumption studies.
• Xerfi SpécificmajorStrategic or Co-development PartnerResearch institute producing biennial key figures studies for VALHOR on garden centers/pet shops, landscape companies, and florists sectors. Provides economic intelligence and market data.
• DGAL (Direction Générale de l'Alimentation)coreOthersDirectorate General for Food within the French Ministry of Agriculture. Publishes phytosanitary instructions, regulatory guidance on phytosanitary passports, and maintains regulatory tables by species and pest for sector professionals.
• European Commission / EU regulatory bodies (CIPV/CONCAPF)coreOthersEU regulatory framework (Regulation 2016/2031) governing plant health, phytosanitary passports for intra-EU trade, and import controls. CIPV is the International Plant Protection Convention.
• AIR coopminorStrategic or Co-development PartnerResearch cooperative providing economic analysis for the wholesale flower and plant sector. Produced sector forecasts estimating 160 companies, 2,550 employees, and 960 million euros revenue by 2030.
• Felcoop (Fédération Française de la Coopération Fruitière, Légumière et Horticole)coreOthersFrench federation of fruit, vegetable, and horticultural cooperatives. One of 9 professional organizations united within VALHOR, representing the production horticulture college.
• FNPH / Verdir (Fédération Nationale des Producteurs de l'Horticulture et des Pépinières)coreOthersNational federation of horticulture and nursery producers. One of 9 professional organizations united within VALHOR, representing the production horticulture college.
• Union Française des Semenciers (UFS)coreOthersFrench seed industry union. Member organization within VALHOR's production horticulture college.
• Coordination Rurale Union NationaleminorOthersAgricultural union confederation. Member organization within VALHOR's production horticulture college.
• Les Entreprises du Paysage (UNEP)coreOthersNational federation representing landscape companies. One of 9 professional organizations within VALHOR's landscape college. Produced annual key figures study with Xerfi Spécific for VALHOR.
• Fédération Française du Paysage (FFP)coreOthersFrench landscape architects federation. Member organization within VALHOR's landscape college.
• Jardineries & Animaleries de FrancecoreOthersNational federation of garden centers and pet shops. Member organization within VALHOR's commerce college. Collaborates on sector studies and market data.
• Fédération Nationale des Grossistes en Fleurs et Plantes (FGFP)coreOthersNational federation of flower and plant wholesalers. Member organization within VALHOR's commerce college. Participates in sector studies and traceability initiatives.
• Fédération Française des Artisans Fleuristes (FFAF)coreOthersFrench federation of professional florists. Member organization within VALHOR's commerce college. Co-organizes the Coupe de France des Fleuristes and Oscar des jeunes fleuristes competitions.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Others

• Kantar: Global market research institute that runs VALHOR's monthly 7,000-household consumer panel on plant and flower purchases. Functions as an enabling data partner rather than a competitor, but is the key intelligence provider that mirrors VALHOR's market-knowledge role.

Direct peers

• FranceAgriMer: French national agency for agricultural and maritime products that works directly with VALHOR on sector studies and consumer panels. Both serve as institutional intermediaries that coordinate data, market intelligence, and policy implementation for French agricultural value chains.
• FNPH / Verdir: National federation of French horticulture and nursery producers, member of VALHOR's production college. Directly comparable as a specialized horticultural federation operating within the same French value chain.
• Interbev: French interprofessional body for beef cattle and livestock. Directly comparable to VALHOR as a sector-wide interprofession collecting mandatory fees under the same French rural code framework to fund collective programs.
• CNIEL (Interprofession Laitière): French interprofessional body for the dairy sector, operating under the same articles L-632-1+ framework as VALHOR. Directly comparable as a recognized interprofession collecting mandatory cotisations from producers and downstream actors.
• Les Entreprises du Paysage (UNEP): National federation representing French landscape companies, serving as one of VALHOR's 9 member organizations in the landscape college. UNEP and VALHOR jointly produce landscape sector key-figures studies.
• Excellence Végétale: Association that manages the operational roll-out of VALHOR's certification labels (Plante Bleue, Fleurs de France, Charte Qualité Fleurs). Functions as the certification-delivery arm of the same French ornamental horticulture ecosystem.
• Jardineries & Animaleries de France: National federation of French garden centers and pet shops that sits as one of VALHOR's 9 member organizations in the commerce college. Both advocate for the garden retail segment and collaborate on sector data.
• Felcoop: French federation of fruit, vegetable, and horticultural cooperatives, one of VALHOR's 9 member organizations representing production horticulture. Comparable as a sector federation within the same French horticultural ecosystem.
• ASTREDHOR: French technical institute for ornamental plant professionals that conducts the post-harvest vase-life research underpinning VALHOR's Charte Qualité Fleurs label. Both organizations operate as sector-coordination bodies serving the French ornamental plant value chain.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/watch?v=UT0VZyL0HL8&ab_channel=InterprofessionVAL%27HOR

Revenue estimate

Valuation estimate

Number of profiles

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 Valhor