Our story

MOOLENAAR IS A 5th GENERATION FAMILY BUSINESS WITH ROOTS DATING BACK FOR OVER A CENTURY IN THE WORLD-FAMOUS DUTCH HORTICULTURE INDUSTRY

MOOLENAAR IS A 5th GENERATION FAMILY BUSINESS

ABOUT MOOLENAAR

Moolenaar is market leader in designing, developing and supplying green and growing retail products for home and garden.
Our long-term customer partnerships include many of the leading international relailers as well as established local store chains.
We take pride in our profound expertise and extensive history of making people love growing!

Discover Moolenaar:  

Let’s grow together

MISSION

We make people love growing ...

Moolenaar aims to become the go-to horticultural retail product supplier, further evolving into a market, trend and innovation leader while continue building lasting relationships with its customers and community.

VISION

We inspire consumers to create greener surroundings

Moolenaar strives to make people love growing through selling green, attractive and convenient horticultural retail products. All with the aim of reconnecting people with nature.

RETAILERS SERVED

Supermarkets

DIY Stores

Garden Centres

Discount Chains

Online Stores

SUPERMARKETS

Weather your retail chain has an upscale or budget pricing focus, big-box or city express concept, private label or branded product strategy, Moolenaar will develop a beautiful green and growing product range tailored to your market and your consumers. Moolenaar serves many of the leading retail chains for decades and is eager to contribute to your "green" growth.

DIY STORES

Gardening is an essential part of people’s life at home, whether this means creating a lively balcony with plants in pots or vibrant flower beds along a quiet pond. Therefore, adding our green and growing products to your DIY store’s assortment can be of great value. Our long-term DIY customers certainly believe so!

GARDEN CENTRES

The garden centre, whether a boutique store or in the form of a larger chain, is the beating heart of horticulture among retail. Our products, whether perennials, flower bulbs or seed products, will blend in naturally with your choice of styling and atmosphere. Together, we’ll make customers emphatically pick your store for their piece of nature.

DISCOUNT STORES

As any successful discount store knows, good prices and good quality are a recipe for success. Similarly, Moolenaar serves a variety of discount stores relying on this exact principle. Green and growing product ranges that fit both budgets and styles, creating a true point of differentiation and all the more reason for your customers to pay a (next) visit.

ONLINE STORES

Moolenaar has been quick to tap into the growth of e-commerce, creating bespoke product ranges dedicated to online sales. Solid packaging, custom instructions and hand-picked green and growing content make our online product range ideal to sell on your online platform. Also in the digital space, we are proud to be leading the horticulture sector’s development.

Our roots

Moolenaar is a 5th generation family business with roots dating back for over a century in the world-famous Dutch horticulture industry. Starting out as a vegetable grower with some bulbs on the side, Moolenaar, over many decades, evolved into one of the biggest flower bulb exporters in the world. Today, we offer a wide range of green and growing retail products to a variety of international retailers and established local store chains. Like our products we continue growing!

WE STRIVE TO GROW RESPONSIBLY

SUSTAINABILITY

As a company selling living and growing products, we believe caring for our environment is absolutely essential. Therefore, we set ourselves clear targets regarding recycling, sustainability and clean energy use, among others.

CUSTOMERS

Making partnerships with customers last for over 40 years requires sustainably growing together. In order to make the next 40 years just as successful, we consistently communicate about what we can improve to meet our customers’ high standards.

EMPLOYEES

In nature, nurturing a diverse and well-fed ecosystem helps the vegetation grow and bloom. We believe the same is true of our business, where we want our employees, the roots of our organization, continuously develop and grow in their role.

COMMUNITY

Moolenaar supports various local initiatives and events, ranging from educating students in the horticulture industry to supplying thousands of flower bulbs to the largest and most famous flower park in the world, the Keukenhof in Lisse.

SUPPLIERS

Moolenaar sources thousands of different products from hundreds of different suppliers each year. We work together closely with suppliers to ensure sustainable and responsible supply-chains.

COMPANY

Moolenaar views its business to be part of a natural ecosystem involving its customers, environment, suppliers, employees and community. In order to thrive, we must find the right balance and pace of development for all involved. This leads us to sustainable growth.

WE GROW TO RESPONSIBLY