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Holland Greentech

Netherlands
Fixed income
Sustainability
Growth Market
SDGs

Empowering African Farmers with Sustainable Growth

The maximum financing amount of €1.3 million was reached on Friday, November 1, 2024. However, investors can still invest until the total reaches the maximum amount of €1.43 million. During this oversubscription period, priority will be given to investments on a first-come, first-served basis.

Marketing content

Why to invest in Holland Greentech

Strong SDG impact in 10 African countries: By 2028, Holland Greentech will have increased the income of 18,000 farmers, created over 5,500 jobs, produced 150 million kg of healthy vegetables to feed more than 5 million people, and trained 60,000 small farmers, including 20,000 women.

Training African farmers in climate smart agricultural practices: Promoting efficient use of water, energy, fertilizers, and waste, while minimizing chemical pesticide use and reducing post-harvest losses.

Revenue growth driven by vast market potential: In 2023, Holland Greentech achieved €3.9 million in turnover with a 5% net profit, aiming for €19.2 million and 8% net profit until 2028. Africa, with the world’s largest uncultivated land and rapidly expanding middle class, is fueling demand for commercial farming solutions and technologies.

Strong team with local expertise: With 100 local employees across Africa, Holland Greentech builds trusted, face-to-face relationships with clients, ensuring success in key horticultural markets.

Trusted partnerships with industry leaders: Holland Greentech collaborates with top suppliers like Rijk Zwaan, Koppert, and Rivulis, delivering high-quality products and innovative solutions to growers, ensuring strong market leadership.

Norbert van der Straaten, CEO

“At Holland Greentech, we have grown into a key player in 10 African countries, delivering high-quality, climate-smart solutions for sustainable vegetable production. Our success is driven by local teams with deep market expertise, allowing us to meet farmers’ needs and tackle Africa’s unique challenges. This funding will enable us to scale operations, create jobs, and increase our impact. Holland Greentech is a profitable, climate-smart, and socially responsible company. We invite you to join us in transforming African horticulture and driving sustainable growth. Together, we can grow healthier food and brighter futures while making a positive impact on the planet.” 

Norbert van der Straaten, CEO, Holland Greentech 

Investment information

Investing end:
03/11/2024
Type:
Bond
Subordinated:
no
Invested so far:
€1,430,000.00
Price per bond:
€250.00
Min offer:
1 Unit
Interest:
quarterly
Repayment:
quarterly
after 12 Months
Broker:
Oneplanetcrowd International B.V
License:
ECSPR

Overview

Company profile

Founded in 2012 and based in the Netherlands, Holland Greentech (HGT) helps African farmers overcome key challenges such as low productivity, limited access to quality inputs, and inefficient farming methods. By providing high-quality seeds, bio-pest control systems, irrigation solutions, greenhouses, and expert guidance, HGT empowers farmers to improve their yields and run profitable, sustainable farms.

HGT’s unique approach involves building close, face-to-face relationships with farmers, offering tailored solutions that are critical in African markets. This relationship-driven model, combined with the company’s focus on climate-smart agricultural practices, sets it apart from competitors.

HGT operates in fast-growing urban areas across Africa. The company has developed a strong network of farmers who rely on its products and expertise to improve their operations. Through this trusted network and deep local expertise, HGT is positioned as a leader in sustainable horticulture, making a significant impact on food production in the region.

Company Info 

Company name:

Van der Straaten A'Campo B.V. (holding) 

Trade name: Holland Greentech
Managing Director: Norbert van der Straaten
Business ID number: KVK 54988438 
Founding Year: 2012
Address: Oosterhamrikkade 119-71, 9713 KC Groningen
Industry: Horticulture 
Number of employees: 100
Locations: Groningen, Kigali, Kampala, Nairobi, Dar Es Salaam, Bujumbura, Lusaka, Harrare, Cotonou, Accra, Ouagadougou and Daker 
Website: hollandgreentech.com
Social Media:

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Products and services

Innovative Agricultural Products to Boost Yields

Holland Greentech offers a range of high-quality agricultural products designed to help small and mid-sized farmers improve their productivity. Their offerings include top-tier seeds, biological pest control solutions, efficient irrigation systems, durable greenhouses and growing solutions. These products enable farmers to boost their yields, reduce crop losses, and enhance the overall quality of their produce.

Training and Support for Sustainable Farming

In addition to these products, Holland Greentech provides valuable training services. They offer guidance on modern farming techniques, helping farmers adopt more efficient practices and improve their operations. This training includes lessons on farm management and sustainable business practices, empowering farmers to run successful and profitable agricultural enterprises.

Business model

Holland Greentech operates a revenue-driven business model by selling essential agricultural inputs to small and mid-sized commercial farmers. These farmers regularly purchase the products needed to grow high-quality crops, ensuring recurring revenue. By aligning with leading global suppliers, HGT secures a steady flow of demand from its clients, who place orders for these critical inputs twice a year.

Customer Profiles and Expansion Strategy

Holland Greentech primarily serves a young, educated group of farmers between the ages of 20 and 40. These farmers have a strong business mindset and focus on producing vegetables for the growing urban markets in Africa. Currently serving 9,000 farmers, HGT plans to double this number to 18,000 by 2028, further solidifying its market presence and expanding its customer base.

Market Presence and Value Chain Integration

Holland Greentech plays a pivotal role in developing and supporting horticultural value chains in Africa. By acting as a bridge between farmers and top suppliers, HGT strengthens the agricultural ecosystem and ensures consistent demand for high-quality inputs, making it a reliable partner for both farmers and suppliers. This model not only generates recurring revenue but also positions HGT for long-term growth.

Market

Market Overview

Holland Greentech operates in rapidly growing urban areas across Africa, where increasing urbanization presents significant opportunities for local farmers. The African urban population is projected to grow by 18% between 2023 and 2028, from 552 million to 768 million. This creates a rising demand for fresh, nutritious food, driving the need for agricultural inputs like seeds, bio-pest control, irrigation, and greenhouses, which HGT provides to farmers looking to meet this demand.

Competitive Environment

HGT faces direct competition from other agricultural input providers. Indirect competitors include companies offering alternative farming technologies or solutions. However, HGT differentiates itself with its focus on working closely with small and mid-sized farmers and its business model centered around local expertise. This close relationship with clients gives HGT a competitive edge in understanding and addressing the unique challenges of African farmers.

Impact

The Sustainable Development Goals (SDGs or 'Global Goals') are part of the UN 2030 Agenda for Sustainable Development and constitute the international framework for sustainable development until 2030. These SDGs are intended to put an end to poverty, inequality, and climate change. Holland Greentech advances sustainable horticulture in Africa through innovative, climate-smart agricultural solutions. Its mission focuses on boosting productivity while minimizing environmental impact. Key priorities include job creation, reducing chemical inputs, and improving water and energy efficiency, reflecting the company's commitment to both economic growth and environmental sustainability.

SDG1

Holland Greentech contributes to SDG 1 by focusing on job creation and increasing farmers' income. The company aims to create 130 new jobs within its own offices by 2028, with a particular focus on promoting gender equality by ensuring 50% of these positions go to women. Additionally, the company supports farmers, who will create 5,500 new jobs, thereby improving livelihoods in rural communities across Africa. Through these efforts, Holland Greentech is actively working to reduce poverty by fostering economic empowerment in agricultural value chains.

SDG1

Holland Greentech actively supports the UN SDG 2 by enabling the production of 150 million kilograms of healthy vegetables annually. This substantial output helps feed over 5 million people each year, directly contributing to improved food security and access to nutritious food in Africa. By empowering local farmers with sustainable agricultural solutions, Holland Greentech plays a crucial role in reducing hunger and promoting sustainable farming practices in the region.

SDG4

Holland Greentech supports SDG 4 by actively contributing to education and capacity-building in the horticultural sector. The company collaborates with renowned institutions such as TU Delft, HAS Den Bosch, and TVET schools in 10 African countries to provide essential education and training to local farmers and agricultural professionals. Through "horti platforms" and sector development initiatives, Holland Greentech is investing in human capital, equipping individuals with the skills needed to improve agricultural practices and drive innovation. From 2024 to 2028, HGT plans to train 60,000 small commercial farmers, including 20,000 women, ensuring that both men and women are empowered with knowledge and tools to foster sustainable agricultural development.

SDG13

In alignment with SDG 13, Holland Greentech is actively contributing to climate action by implementing climate-smart agricultural practices. The company focuses on improving water and energy efficiency in irrigation by 25%, reducing the use of chemical pesticides by 50%, and promoting plant health and soil management. These initiatives not only improve farm productivity but also help farmers mitigate the effects of climate change, making agriculture more resilient and sustainable. Holland Greentech’s promotion of sustainable technologies also reduces the environmental impact of farming practices.

Management

  

Norbert van der Straaten, CEO

Norbert van der Straaten

Founder & CEO

With 15 years of experience in the Dutch government, Norbert van der Straaten developed his skills in strategic planning, communication, and stakeholder management. His ability to navigate complex systems and build strong networks laid the foundation for his entrepreneurial journey. Since founding Holland Greentech in 2012, Norbert’s out-of-the-box thinking, leadership, and deep understanding of people have been key to driving the company’s growth across 10 African countries. His blend of public and private sector expertise equips him to lead Holland Greentech in delivering innovative, climate-smart solutions and creating sustainable impact in African horticulture.

  

Eline Terneusen, Director

Eline Terneusen

Director, East Africa

Eline Terneusen played a key role in establishing Holland Greentech’s operations in Tanzania, where her structured approach and natural leadership were instrumental in the successful start-up phase. Her ability to manage complex projects and build strong operational frameworks positioned her as a critical asset to the company. Now transitioning to her new role as Manager of Green Grow in Holland Greentech’s top holding, Eline will continue to leverage her expertise to drive innovation and growth across the organization, furthering Holland Greentech’s impact in sustainable horticulture.

  

Victoria Nakyagaba, MD HGT Uganda

Victoria Nakyagaba

Managing Director, Holland Greentech Uganda

Victoria has been instrumental in driving the success of Holland Greentech’s operations in Uganda, demonstrating strong business acumen and leadership. Under her guidance, Holland Greentech Uganda has experienced significant growth. Starting January 2025, Victoria will take on the role of Manager Business Development in Holland Greentech’s top holding, where she will focus on supporting colleagues across multiple countries to achieve the ambitious goals set in the company’s “Rooted Growth” strategy for 2024-2028. Her proven track record and expertise will be key in driving sustainable business development across the entire organization.

Distribution of company shares

Norbert van der Straaten holds full ownership of Van der Straaten A'Campo B.V., owning 100% of the company's shares.

Company structure

Orga Chart Holland Greentech

The company structure of the project owner is shown in the graph above. [Please click image to enlarge view.]

The project owner and its subsidiaries are collectively referred to as the 'HGT Group.' Your investment is in Van der Straaten A'Campo BV, responsible for sales activities in six Eastern African countries. Van der Straaten A’Campo BV & VDS ACAMPO BV own 51 % of the national Holland Greentech offices, the other 49% are held by different local shareholders.

Norbert Pieter van der Straaten owns 100% of the shares in this company. A sister company, Holland Greentech International, handles overall consultancy, while VDS ACAMPO BV West Africa manages sales operations in four West African countries.

Use of funds

Icon 1

Minimum Scenario

(Minimum funding of €600,000 collected in the financing round)

This scenario allows HGT to provide working capital to its subsidiaries in Kenya, Tanzania and Uganda and to strengthen the national teams by offering technical training to the members of the management team.

The gathered funds will be used as follows:

Working capital:

  • €118,376 for HGT Kenya,
  • €308,260 for HGT Tanzania
  • €92,601 for HGT Uganda

Technical assistance:  

  • €80,763 for training of the respective national management teams

Capital expenses with regards to the issue of the bonds (approx. € 80,680)

Icon 2

Maximum Scenario

(€1,300,000 collected in the financing round)

This scenario allows HGT (in addition to the above-mentioned measures in Scenario 1) to provide working capital to operative entities in Rwanda, Zambia, Ghana, Benin and Senegal.

In addition, HGT will be allowed to invest in a ERP and CRM software solution (Odoo) and in the acquisition of fixed assets with regards to the entities based in Kenya, Tanzania, Uganda, Ghana, Zambia and Rwanda.

The gathered funds will be used as follows in the following order:

Working capital:

  • €88,144 for HGT Rwanda
  • €14,424 for HGT Zambia 
  • €21,085 for HGT Ghana
  • €29,731 for HGT Benin
  • €31,719 for HGT Senegal

Approx. €150,000 for the introduction of an ERP and CRM software solution (Odoo) & investments in in the acquisition of fixed assets with regards to the entities based in Kenya, Tanzania, Uganda, Ghana, Zambia and Rwanda approx. €60,000 each.

Financial figures & growth

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