Growing Africa's fresh produce future, together.

Holland Greentech is an agri-tech company on a mission: to empower smallholder and small commercial farmers across Sub-Saharan Africa with the technology, inputs, and knowledge they need to become successful, sustainable entrepreneurs. As cities across the continent grow, so does the demand for fresh, high-quality vegetables, and we believe local farmers, not imports, should meet it.

We started in 2015 in Rwanda, founded by Norbert van der Straaten and William Macharia, and have grown since into a pan-African agri-business with a head office and consultancy team based in Amsterdam, the Netherlands.

We're not just an input supplier. Our model connects the full value chain around a farmer, combining high-quality seeds, irrigation systems, greenhouse and protected farming technology, integrated pest management, hydroponics, and soil solutions with hands-on training, market access, and buyer connections. We work just as hard on the market development side as we do on the growing side, because a farmer who grows a better crop still needs somewhere reliable to sell it. That combination of inputs and technology, practical knowledge, and market access is what turns a smallholder farmer into a sustainable entrepreneur.

Today, our team works across ten-plus African countries, supported by a growing network of over 85 partners spanning research institutions, seed and crop technology, growing media, irrigation, and market development, including Rijk Zwaan, Koppert, Klasmann-Deilmann, Jiffy, Rivulis, and Quinta. We also work hand in hand with governments, NGOs, and development partners on project implementation, building the surrounding ecosystem farmers need to thrive.

We're growing fast, but our purpose hasn't changed since day one: helping farmers grow more, earn more, and build a livelihood they can count on.

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