Gootjes-AllPlant bv

What Gootjes-AllPlant bv does

Gootjes-AllPlant B.V. is a privately held Dutch horticultural nursery founded in 1997 (with founder Simon Gootjes beginning tissue culture activities in 1995), headquartered at a 2.2-hectare greenhouse facility in the Alton greenhouse area of Heerhugowaard, Netherlands. The company specializes in tissue culture propagation (micropropagation) of perennial plants, producing young plants rooted in proprietary coconut-fibre plugs for professional horticulture buyers. Its assortment spans nearly 700 perennial varieties, including exclusive catalogue introductions sourced from a global network of breeding partners such as Terra Nova Nurseries, Plantipp, Must Have Perennials, Marco van Noort, Walters Gardens, Gartenbau Bull, Exceptio BV, and Jan Spruyt-Van der Jeugd. Production is supported by MPS-A and Green Label Greenhouse certifications and is partly separated from tissue culture propagation, which is housed in a jointly controlled related entity, Cosmoplant BV.

Core products are tissue culture young plants and rooted plugs delivered in standardized tray formats (104-cell, 77-cell, and 28-cell D2) on CC trolleys, with delivery guaranteed in the customer's requested week. The company generates revenue through direct B2B sales to professional perennial growers across Europe via a multi-language (English, Dutch, German) e-commerce platform, supplemented by regional distribution partners including Green Trade Horticulture LLC for North America and Ball Australia (operating as AllPlant Australia from January 2026) for Australia and New Zealand. For non-European customers, AllPlant ships tissue culture plants directly from the laboratory so that buyers can root and cultivate them on site. Pricing is not publicly disclosed and requires B2B account registration.

AllPlant employs approximately 40 permanent staff supplemented by 40 seasonal workers, expanding to over 100 during peak production periods. The company is founder-controlled (Simon Gootjes), has no disclosed external institutional investors, and operates without public revenue disclosure. Its go-to-market combines sales-led direct account management, a physical/digital annual catalogue, an active RSS/news blog, and trade fair presence (e.g., IPM Essen). Marketing is content-driven via breeder stories and sustainability credentials rather than paid acquisition, and there is no developer-facing API or mobile application.

Name

Gootjes-AllPlant bv

Legal name

Gootjes-AllPlant B.V.

Website

https://allplant.nl

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Gootjes-AllPlant B.V. is a Dutch B2B horticultural nursery producing tissue-cultured perennial young plants rooted in proprietary coconut-fibre plugs, supplying nearly 700 varieties to professional perennial growers across Europe and international markets.

Ownership category

akta.pro rank

Product category

Young Plant Nursery

NAICS

Greenhouse, Nursery, and Floriculture Production (1114), Nursery and Floriculture Production (11142)

akta.pro primary industry

Propagation & Seedling/Plug Production (Vegetable Transplants, Tissue-Culture Liners) (AFAGAHAG)

akta.pro secondary industry

Transformation & Tissue Culture Platforms (Plant regeneration, delivery systems) (AFABALAH)

Keywords

• Tissue culture propagation
• Young plant production
• Perennial plant nursery
• Coconut fibre plugs
• Ornamental horticulture

Headquarters

HQ city

Heerhugowaard

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Young Plant Sales - Tissue Culture & Rooted Plugs: Gootjes-AllPlant produces, grows, and sells starting material for garden plants, specifically new perennials from tissue culture rooted in plugs. Revenue is generated from the sale of tissue culture plants and rooted young plant plugs to professional growers across Europe and internationally.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Gootjes-AllPlant B.V. produces, grows, and sells starting material for garden plants — specifically new perennials propagated through tissue culture and rooted in specialized coconut-fibre plugs. The company supplies nearly 700 perennial varieties as tissue culture young plants and rooted plug trays to professional growers across Europe, with laboratory-direct tissue culture shipments to non-European customers.

Product overview

Gootjes-AllPlant bv operates as a specialized B2B young plant nursery producing tissue culture perennials rooted in coconut fibre plugs. The core offering consists of young plants supplied to professional growers throughout Europe from their 2.2-hectare greenhouse in Heerhugowaard, Netherlands. The product portfolio spans nearly 700 varieties including branded series such as Anemone Fantasy, Echinacea SunSeekers, Heuchera Indian Summer, Geranium Rozanne, Delphinium Delgenius, and Rudbeckia Sunbeckia. For non-European customers, they offer direct laboratory tissue culture delivery. Products are delivered in standardized tray formats (104-cell, 77-cell, 28-cell) on CC trolleys. A new AllPlant Australia sub-brand was launched in 2026 through partnership with Ball Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• Young Plants

Quantifiable outcome

• Nearly 700 perennial varieties in the assortment
• +2 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Ball AustraliacoreChannel Partner/ Reseller/ Distributor · 1 January 2026Strategic partnership announced in January 2026 with Ball Australia, operating as 'AllPlant Australia'. This collaboration brings an exclusive assortment of perennials, succulents, foliage plants, and shrubs to the Australian market, expanding AllPlant's international presence significantly.
• Green Trade Horticulture LLCcoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for the North American market, representing AllPlant products to growers and nurseries in the United States.
• PlantippcoreStrategic or Co-development PartnerRoyalty management and licensing agent representing approximately 100 plant breeders worldwide. Supports breeders with royalty management, licensing, labelling management, and introduction of new varieties. Partnered with AllPlant to bring new varieties to the European market, including successful Agapanthus introductions (Twister, Fireworks, Poppin Purple).
• Terra Nova NurseriescoreStrategic or Co-development PartnerLeading plant breeding company based in Oregon, USA with 28 years of experience. Developed Geum TEMPO™ Rose and many other varieties introduced exclusively through AllPlant's catalogue. Shares passion for new plants, quality, and innovation with AllPlant.
• Must Have Perennials®coreStrategic or Co-development PartnerRepresents Geranium Rozanne® (world's best-selling hardy geranium, RHS Plant of the Century) and other varieties. Paul Gooderham serves as European representative. Long-standing relationship with AllPlant since its founding, leveraging AllPlant's trial garden for variety testing.
• Marco van Noort BreedingcoreStrategic or Co-development PartnerBreeder based in Warmond (NL) specializing in Echinacea and Geranium. Exclusive varieties (Echinacea Delicious Candy, Echinacea Delicious Nougat) featured exclusively in the AllPlant catalogue. Uses own bees for pollination. Breeding cycle of 5-7 years from pollination to market-ready plant.
• Jan Spruyt-Van der JeugdminorStrategic or Co-development PartnerPerennial breeder in Buggenhout, Belgium. Grows over 2,600 different perennials. Developed Echinacea 'JS Engeltje' PBR (Little Angel), selected from approximately 5,000 seedlings per year. Plant introduced exclusively in AllPlant catalogue.
• Walters Gardens Inc.coreStrategic or Co-development PartnerBreeding company and young plant producer in Western Michigan, USA. Developed Heuchera Black Pearl and Geum TEMPO Rose, among other varieties. Long-term relationship with AllPlant sharing same passion for new plants, quality, and innovation.
• Gartenbau BullminorStrategic or Co-development PartnerFamily business in Gönnebek, Germany breeding Rudbeckia 'Sunbeckia' series (10-year development). Ongoing joint testing of new Rudbeckia colors and varieties with AllPlant. Looking to grow together in both Europe and North America.
• Exceptio BV (Bart Noordhuis & Elisabeth Bisschop)minorStrategic or Co-development PartnerDeveloped Delphinium Delgenius™ series - compact, winter-hardy Delphiniums that flower within 8-10 weeks from spring planting. Everything bred is tested at own nursery and laboratory. AllPlant's progressive approach and market position align with their vision.
• Elizabeth MacGregor NurseryminorStrategic or Co-development PartnerSmall family business in Kirkcudbright, Scotland specializing in herbaceous perennials. Developed Geranium 'Dark Eyes' - first hybrid of dark-leaved species with blue flowers and bright magenta pollen parent. Multiple RHS Flower Show awards.
• CNB / Luc KlinkhamerminorStrategic or Co-development PartnerLong-standing relationship predating 1997. Luc Klinkhamer was a CNB representative who introduced many new varieties from worldwide breeders, including being responsible for bringing Heuchera 'Chocolate Ruffles' (Terra Nova Nurseries) to Europe for the first time.
• Cosmoplant BVcoreOthersSeparate company spun off from AllPlant for tissue culture propagation. Established after approximately 4 years of company growth to maintain control and guarantee quality of propagation while allowing AllPlant to focus on rooting and sales.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Dümmen Orange: Dutch global leader in floricultural breeding and propagation of cut flowers, potted plants, and perennials. Directly comparable B2B model supplying young plants and cuttings to professional growers worldwide, with similar tissue culture propagation expertise.
• Royal Van Zanten: Dutch breeder and propagator of cut flowers, pot plants, and perennials with global distribution. Comparable B2B model with proprietary breeding pipeline supplying young plants to commercial growers.
• Volmary: German horticultural company producing young plants, seeds, and bulbs for professional growers across Europe. Operates in adjacent segments with similar propagation and wholesale distribution model.
• Kernock Park Plants: UK-based producer of ornamental young plants including perennials and herbs, supplying professional growers across the British Isles. Comparable B2B young plant wholesale model within European horticulture.
• Selecta one: German-headquartered breeder and producer of vegetative propagated young plants, including perennials and potted plants. Comparable in tissue culture propagation capability and B2B supply to commercial growers.
• Pacific Plug & Liner: US-based producer of starter plants and liners for the nursery industry, with tissue culture capabilities serving North American perennial growers. Most direct US comparable to AllPlant's young plant model.
• Beekenkamp Plants: Dutch breeder and propagator of ornamental plants including perennials, pot plants, and begonias. Operates a similar B2B young plant supply model with international distribution and breeder partnerships.
• Florensis: Dutch-based young plant producer offering starting material for pot plants, bedding plants, and perennials to professional growers across Europe. Direct competitor in the European young plant wholesale market.
• Vitroflora: Polish tissue culture laboratory specializing in micropropagation of perennials, berries, and ornamental plants. Comparable technology platform and B2B supply model with similar European focus.

Broad incumbents

• Syngenta Flowers: Global flower seed and young plant business within Syngenta's broader crop protection portfolio. Larger incumbent with overlapping perennial and ornamental plant offerings, broad geographic reach, and substantially larger R&D budget.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/gootjes-allplant-bv

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Gootjes-AllPlant bv