How can I grow if my target market is not increasing?

Production figures in the horticultural sector have been increasing rapidly, while the amount of horticultural land remained almost the same. The expectation for the future is that the target market will hardly grow. So how can entrepreneurs grow in the horticultural sector? What are the opportunities for you to cooperate with other nurseries to serve more markets?


Innovation is a distinctive feature of the horticultural sector, but it does make the business very capital-intensive. Horticulturalists work on product innovation, developing new energy sources, the use of satellites to steer machines or manage crops, etc. Innovation is essential for ensuring survival in this sector.

How do you organise financing for innovation? What are the possibilities when it comes to subsidies, for example? Which strategic choices should you make in order for your company to also flourish in the future?

Market position and cooperation along the chain

The horticultural sector in the Netherlands is its own biggest competitor. There’s lots of competition on price. To be more 'in control' of price you might be thinking of cooperation when it comes to purchasing, or of creating new target markets together. There’s a trend towards more intensive cooperation along the chain, from breeder to customer. Aimed at creating added value for both the horticulturalist and the purchasing party.


How do you, as an entrepreneur, ensure you have sufficient personnel? And what opportunities do mechanisation and automisation offer in reducing personnel numbers? Grant Thornton’s specialists know all about this and have a good overview of the issues.

We also have extensive knowledge of digitalising your financial administration, payroll administration and personnel administration, for example.


The Netherlands is a front-runner in Europe, and comes in second place globally when it comes to the export of agricultural and horticultural products. However, there are signs of a slowing sector, for example in flower trade.

Brexit could influence Dutch exports, although the expectation is that, due to the proximity of the Netherlands to the British market, and the efficient logistics, the market position will remain as is.

Do you have other international ambitions, such as an international partnership or a merger or acquisition? Grant Thornton is a member of the international network of Grant Thornton International Ltd.

Within this international network, various specialists work with a broad spectrum of dynamic organisations. From up-and-coming businesses to fast-growing and established world leaders.

Grant Thornton can help you with:

  • making use of tax opportunities (for example, optimal transfer pricing);
  • financing and subsidy advice, for, among other things, innovation;
  • succession planning;
  • setting up a partnership with other market parties, for cultivation, purchasing and sales;
  • optimal digitalisation of your administrative organisation;
  • choosing the right financing structure, taking seasonal patterns into account.
Partner Egbert Jan Blonk

+31 (0) 88 676 9055

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