Enjoy home-grown products

We want people to enjoy home-grown products. From seed to crop, because what you have grown yourself gives satisfaction, pleasure and a tasty, healthy meal.

The seed market is changing. There are fewer and fewer consumers who have sufficient knowledge to grow crops themselves. The people who know and can do it well are mostly of age. This group is shrinking due to natural attrition.

The attention for sustainability, healthy living and enjoyment is rooted and permanent. It suits the new generations who have grown up with ease and enjoyment. This group of new consumers is often busy. They want to get the most out of life. They have little knowledge of gardening, but with a little (nice) help they do it.

The challenge for the horticultural sector is to make growing crops attractive to new consumers. That is why we are working on new products, products are becoming increasingly sustainable and, in addition to good quality products, we also offer the new consumer knowledge, convenience and experience.