Kwekerij Baas

What Kwekerij Baas does

Kwekerij Baas is a Dutch family-owned wholesale ornamental plant nursery headquartered in Ens, Noordoostpolder, Netherlands, founded approximately 45 years ago and currently operated by second-generation owners Jarno Baas (Operations Director) and Dieter Baas (General Director). The company cultivates seasonal flowering pot and garden plants across 28 hectares of greenhouse and 2 hectares of outdoor field, producing approximately 100 million plants per year through biological integrated cultivation methods supported by climate computers, closed watering systems, robots (including 'Herman' for internal transport), and drones. Greenhouses are heated with 100% bio-energy and the company self-generates green electricity; it holds MPS A+, GAP, and Socially Qualified certifications.

The product portfolio is organized into six collections: Baas Basic (value-for-money bedding plants in 6-packs, 10-packs, and pots), Blooming Joy® (premium house brand with pre-mixed combinations for garden, balcony, and terrace), Urban Gardening® (urban-space solutions in Grow & Go pots with water buffer), Brand Collection (exclusive breeder partnerships with Selecta One, Syngenta, and Gediflora), Co-Creations (co-developed products with Kapiteyn and Balk Bloembollen), and Baas Trials (annual customer showcase event).

Revenue is generated through B2B wholesale plant sales to a diversified European retail base spanning garden centers, DIY stores, supermarkets, and exporters, with multiple daily shipments across Europe. Pricing is quote-based, negotiated through a consultative sales team of account managers. Distribution is augmented by the Floriday B2B marketplace platform, and customer engagement is supported through the annual Baas Trials event and a newsletter subscription channel.

Name

Kwekerij Baas

Legal name

Kwekerij Baas

Website

https://kwekerijbaas.nl

Company type

Private

Founded year

1980

Operating status

Operating

Short description

Kwekerij Baas is a Dutch family-owned wholesale nursery that cultivates and supplies approximately 100 million seasonal flowering pot and garden plants per year from its 28-hectare greenhouse complex in Ens to European retailers, garden centers, DIY stores, and supermarkets.

Ownership category

akta.pro rank

Product category

Wholesale Ornamental Horticulture

NAICS

Floriculture Production (111422)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

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

Keywords

• Wholesale nursery plants
• Seasonal flowering plants
• Greenhouse horticulture
• Ornamental plant cultivation
• Garden plant production

Headquarters

HQ city

Ens

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale plant sales: Kwekerij Baas produces and sells seasonal flowering plants wholesale to retailers including garden centers, DIY stores, and supermarkets. Products are sold in various formats including 6-packs, 10-packs, pots, and hanging baskets. Revenue comes from product sales to B2B customers who then sell to European consumers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels4 records

Core offering

Kwekerij Baas cultivates and wholesale-supplies seasonal flowering pot and garden plants to European retailers. The company operates 28 hectares of greenhouse and 2 hectares of outdoor field, producing roughly 100 million plants per year across proprietary collections (Baas Basic, Blooming Joy®, Urban Gardening®) and licensed breeder brands (Pink Kisses®, Calliope, Amarena). Production is fully controlled from seed or cutting to finished product and is distributed multiple times daily to garden centers, DIY stores, supermarkets, and exporters across Europe.

Product overview

Kwekerij Baas is a Dutch family-owned nursery operating from Ens (Noordoostpolder) with 28 hectares of greenhouse and 2 hectares of outdoor field, producing over 100 million plants annually. The company operates as a unified product portfolio organized into distinct collections: Baas Basic (economy/value-for-money line), Blooming Joy® (premium house brand with pre-mixed combinations), Urban Gardening® (urban space solutions), Brand Collection (partner breeder exclusives including Pink Kisses®, Calliope, Amarena), Co-Creations (collaborative products with Kapiteyn and Balk Bloembollen), and Baas Trials (annual innovation showcase). The company controls the entire production process from seed to finished product and distributes through European retail channels including garden centers, DIY stores, and supermarkets.

Differentiator

Problem solved

Functional benefit

Brands

• Baas Basic: Value-for-money garden plant collection consisting of violets, petunias, begonias, tagetes, and various seed and cutting bedding plants for spring/summer, as well as bulb chrysanthemums, autumn violets, and poinsettia for fall/winter.
• Blooming Joy®
• Urban Gardening®
• Brand Collection
• Co-Creations
• Baas Trials

Products and services

• Baas Basic Economy-line collection of value-for-money seasonal plants including violas, petunias, begonias, tagetes, bulb chrysanthemums, autumn violas, and poinsettias, available in 6-packs, 10-packs, and pot sizes. Targeted at retail garden departments of garden centers, DIY stores, and supermarkets across Europe.
• Blooming Joy® Premium proprietary brand offering top-quality seasonal flowering plants for garden, balcony, and terrace, with pre-mixed combinations selected for quality, durability, and garden performance. Includes 6-packs, pots (Ø 10.5, 12, 17 cm), terrapots (Ø 23, 27, 32 cm), hanging pots (Ø 23, 27, 37 cm), and limited editions for European retail partners.
• Urban Gardening® Innovative line combining plants from different gardening worlds (plants, herbs, vegetables, grasses, fruit) in Grow & Go pots with water buffer from Desch Plantpak, designed for urban spaces, balconies, and small terraces. Products include Urban Balcony Box (Ø 53 cm) and Urban Pot (Ø 23 cm) combining strawberries with bedding plants, aimed at European retailers serving urban consumers.
• Brand Collection Exclusive collection of licensed partner breeder brands including Pink Kisses® from Selecta One (unique pot pelargonium), Calliope from Syngenta (interspecific pelargonium with vivid colors and garden performance), and Amarena from Gediflora (anemone-flowered plants with rich colored cores for indoor and outdoor use). Distributed to European retailers as exclusive lines.
• Co-Creations Collaborative product line developed with external partners including Pop-up Garden with Kapiteyn (a long-lasting bulb basket where bulbs in different layers emerge one by one alongside violas, available in pink, purple, white, and yellow) and BABA PRIDE with Balk Bloembollen (a colorful single- and double-flowered tulip collection). Distributed through European retail channels as co-developed concepts.

Quantifiable outcome

• 100 million plants produced per year from 28 hectares of greenhouse and 2 hectares of outdoor field
• +2 more outcomes

Named customers4 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

Six partnerships are on record, tiered core.

• KapiteyncoreStrategic or Co-development PartnerCo-creation partnership for Pop-up Garden concept - a long-lasting product where a violet basket conceals surprises including bulbs planted in different layers that emerge one by one. The standard range consists of four different colors; pink, purple, white, and yellow.
• Balk BloembollencoreStrategic or Co-development PartnerCo-creation partnership for BABA PRIDE - a colorful product featuring the best quality single and double-flowered tulips. Tagline: 'The most colourful start of the season'.
• Selecta OnecoreTechnology or IntegrationPartnership for Pink Kisses brand - a unique pot pelargonium with excellent cultivation and growth characteristics, easy to grow in different pots. Features abundant flowering, good durability, and light fragrant flowers.
• SyngentacoreTechnology or IntegrationPartnership for Calliope brand - interspecific pelargonium breeding developed over 20 years by breeder Mitch Hanes. Features excellent garden performance with more flowers and vivid colors, easy to care for.
• GedifloracoreTechnology or IntegrationPartnership for Amarena Collection - featuring anemone-shaped flowers with rich colored cores for a glamorous look. Sustainable plant for indoor and outdoor use in unique colors.
• FloridaycoreChannel Partner/ Reseller/ DistributorB2B marketplace platform for flower and plant growers where Kwekerij Baas lists and sells their products. Customers can view offerings and purchase through the platform.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Syngenta Flowers: Syngenta Flowers is a global ornamental seed and genetics business supplying breeders and growers worldwide (and is also a Kwekerij Baas licensing partner for Calliope). It operates at much larger scale across multiple crop categories and functions as a broad incumbent shaping the genetic inputs Baas depends on.
• Selecta One: Selecta One is a leading European breeder and young plant producer of ornamental potted plants (including pelargoniums — the Pink Kisses® line Baas licenses). It shares genetics and certain retail relationships with Baas, making it simultaneously a partner and a broad-incumbent competitor in the seasonal potted plant category.
• Ball Horticultural Company: Ball Horticultural is a major US-headquartered global horticulture supplier with breeding, production, and distribution across ornamentals. Its PanAmerican Seed and Ball Seed units compete for the same European retail customer base on bedding and potted plants, operating at broad-incumbent scale across many categories.
• Dümmen Orange: Dümmen Orange is a global leader in ornamental breeding and young plant supply headquartered in the Netherlands with worldwide production. While vertically different (heavier on breeding/IP), it competes for the same European retail shelf with similar genetic lines and branded potted plant programs, making it a broad incumbent peer.

Direct peers

• HilverdaKooij: HilverdaKooij is a Dutch breeder and propagator focused on cut flowers, potted plants, and perennials with comparable scale and channel overlap. They serve European retail with finished and young plant programs in categories adjacent to Baas's seasonal offering.
• Florensis: Florensis is a Dutch producer of young plants, bedding plants, and potted plants serving European retailers and growers. Comparable scale, comparable channel mix (garden centers, DIY, supermarkets), and comparable geography to Kwekerij Baas — direct overlap in finished seasonal ornamentals.
• Beekenkamp Group: Beekenkamp is a major Dutch family-owned nursery producing ornamental bedding plants, potted plants, and young plants across multiple hectares of modern greenhouse. It supplies European retail on similar channels and brand-license frameworks, directly comparable to Kwekerij Baas's seasonal potted and bedding plant business.
• Royal Van Zanten: Royal Van Zanten is a Dutch family-owned breeder and producer of ornamental flowers and potted plants with greenhouses in the Netherlands and abroad. It operates at comparable scale and serves overlapping retail and export customers across Europe, making it a direct counterpart in seasonal ornamental production.
• MNP Flowers: MNP Flowers (under Dümmen Orange's investment) is a Dutch breeder and young plant supplier focused on potted and bedding ornamentals including geraniums and sunflowers. Comparable scale, customer base, and product overlap make MNP a relevant direct peer in seasonal ornamentals.

Emerging players

• Gediflora: Gediflora is a Belgian chrysanthemum and potted plant breeder (also a Baas licensing partner for Amarena). Smaller and more specialized than Baas but functionally adjacent — supplies the genetic inputs for a category Baas grows at scale, making it a partially overlapping emerging player.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/kwekerij-baas

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Kwekerij Baas