The one hundred most prominent companies
in the horticulture industry
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Hillenraad100 – editie 2024
On Friday 1 November, the Amare dance theatre in The Hague was the setting for the unveiling of this year’s Hillenraad100. Agro Care was voted the most prominent company in the Dutch horticultural sector.
Hortigala of the Year 2024
The announcement of the Hillenraad100 – edition 2024 will traditionally take place during the Hortigala of the Year.
Hillenraad Horti Convention
The follow-up of the Hillenraad Horti Convention 2022 will take place on November 2, 2023. There is no competition associated with this second edition of the convention.
Monitoring hortibusiness
The Hillenraad100 provides an overview of the 100 leading companies in the knowledge and capital-intensive greenhouse and horticulture industries.
The list paints a picture of the full cluster, divided into seven segments. Ever since 2003, the Hillenraad100 has been the monitor when it comes to the developments in the Dutch horticulture industry. The Hillenraad100 observes, interprets and looks ahead.
Only 1% of the companies in the Dutch horticulture industry make it into the Hillenraad100. A listing in the Hillenraad100 is an acknowledgement of leading entrepreneurship. These companies show vision, daring and entrepreneurship, and are a guiding light to the sector. The Hortigala of the Year, during which the new listings are announced, is an important ‘photo opportunity’ for the horticulture industry. Due to the challenges facing the sector, the unveiling was incorporated into a larger event, offering the opportunity to discuss relevant topics: the Hillenraad Horti Convention.
The Hillenraad100 research team analyses the companies’ performances on the basis of a unique and proprietary business model that is continuously adapted. We make choices in what we consider to be important developments for the future and we assess how companies anticipate them. An Committee of Experts of professionals assists us in this process.
Balancing the scales
The Hillenraad100 model
It is an open competition. Any company complying with the admittance criteria can register and compete for a listing.
Hillenraad100 assesses the companies on the basis of strategy, market position, organisational performance, innovation and corporate social responsibility. The business model entails a wider scope and assesses 19 factors in total.
The Hillenraad100 is an open competition. Any company complying with the admittance criteria can register and compete for a listing. A precondition is that the company’s main activity must be exercised within the horticulture industry in the Netherlands, whereby its Dutch activities must represent a substantial part of its total business activities. Companies must have also been in business for at least five years and in assessing this factor, the Hillenraad100 bases its judgement on collective group activities; sister companies are not eligible for a separate listing. Finally, sector and trade organisations, as well as generic service providers (i.e. banks, insurance companies or accountants), are excluded from the list.
Hillenraad itself is looking for nominees as well, and bases its assessments on information from public sources, press releases, databanks for business information, and, of course, the data submitted by the companies themselves. Our goal is to assess and rank the companies in a positive, but critical manner.
Technical analysis and market sentiment
Committee of Experts
In addition to the research conducted by Hillenraad Partners, the value of the Hillenraad100 is in no small part due to the contribution of the Committee of Experts. Based on their specific areas of expertise, these wonderfully well-informed specialists assess the selected businesses. They not only employ technical analyses, but also add the market sentiment, as though the company was quoted on the stock market.
The Committee of Experts has been broadly composed. Thanks to their experience, contacts and inside information, the members of the Committee of Experts are able to properly evaluate the various nominated businesses. The knowledge and expertise of the Committee of Experts is a valuable addition to all the other resources employed by the Hillenraad100.
The 2024 Committee of Experts
- Evert van Helvoort (CFO at Van Helvoort Company, chair of the Supervisory Board at Royal FloraHolland)
- Niels Louwaars (Managing Director of Plantum)
- Frank Meijnders (Industry Leader Food & Flowers BDO Accountants & Advisers)
- Lars Boellaard (Notary & Managing partner at Westport Notarissen)
- Adri Bom-Lemstra (Chair of Glastuinbouw Nederland)
- Silke Hemming (Head of Greenhouse Technology research team at Wageningen University & Research)
- Martien Penning (Strategy expert Hillenraad and founder of Hillenraad100)
- Matthijs Mesken (Director of VGB)
- Annie van de Riet (Chair of AVAG)
- Leon Bol (Owner of New Green)
Not pictured
- Janine Luten (General manager of GroentenFruit Huis)
- Marco van Zijverden (Supervisory Board member at Dutch Flower Group)
In the sights of the horticulture industry
Advertising
For years now, the magazine has been highly appreciated by entrepreneurs, investors and decision-makers. It is a boardroom magazine that is used as a reference guide for developments and trends in the industry, as well as for companies. Being listed is an unequivocal confirmation of a company’s reputation.
By advertising in Hillenraad100, your product or service will catch the eyes of the entire horticulture industry, and your business and your offering will be positioned in a winners’ environment. Each year, the Hillenraad100 magazine is distributed in a run of 10,000 copies. The magazines find their way into the hands of entrepreneurs, managers, directors, talented students, visitors to the international horticulture trade fair and numerous educational institutions. An English-language edition is available for the international market, and is distributed at trade consulates and Dutch foreign embassies.
For more information on advertising in the Hillenraad100, click here to download the media card as a PDF.
To order the Hillenraad100
Receive the colour photograph of the horticulture industry
The 2024 edition of the Hillenraad100 magazine was published on 1 November 2024. You can order a copy of the 2024 edition with your data printed on it. A copy of the magazine costs €20 plus €7.5 for shipping and handling. The magazine will be sent to you by post with the invoice enclosed.
Bestelformulier Hillenraad100 - EN
Impression Hillenraad
Horti Convention 2022
During the Hillenraad Horti Convention 2022 we explored new ways to emerge stronger from the crisis as a horticultural sector.
It turned out to be the perfect opportunity to meet each other, to connect with leading fellow entrepreneurs and to join forces.
