Market entry Program

Do you have a working innovation and are you ready to test and validate it with customers in practice? Or have you already gained traction from your first pilots and are now looking to strengthen your position in the Dutch Food & Flower industry? Then the HortiHeroes Market Entry Program is for you.

The HortiHeroes Market Entry Program is designed for selected startups with a market-ready solution that want to build visibility, credibility and relevant connections within the Dutch horticulture industry.  

We help you navigate the horticulture industry faster, make relevant introductions, share industry knowledge and expand your network of growers, entrepreneurs, peers and investors. Everything you need to take your startup to the next level.  

IS THE HORTIHEROES MARKET ENTRY PROGRAM RIGHT FOR YOU?

The program is designed for startups with a working solution, typically at TRL 5 or above, that offers a clear competitive advantage over existing solutions. 

You have a clearly defined initial market and sufficient growth potential. Ideally, you have already gained some market traction, for example through a first customer, pilot or letter of intent. Most importantly, your solution addresses a current challenge within the Food & Flower industry. 

In principle, we focus on companies that were founded no more than five years ago. Is your company already further along in its development? Then the Growth & Globalisation Program may be a better fit. 

Curious to discover the startups and scale-ups already in our community? We’d love to introduce them to you!

Our startups

HORTIHEROES MARKET ENTRY? FABIENNE EXPLAINS IT IN 1.5 MINUTES!

WHAT DO WE HELP YOU ACHIEVE?

With the HortiHeroes Market Entry Program, we help you to: 

  • better understand the market, value chain and relevant players;
  • build visibility and credibility within the industry;
  • connect with founders, experts, growers and companies;
  • find routes to pilots, validation and funding;
  • strengthen your position within the Dutch Food & Flower ecosystem.

"HortiHeroes is the perfect partner specifically for those innovators trying to break into this world leading industry. Real introductions to real growers, leading to real (pilot) projects for real impact."

Willem Kesteloo, CEO & Co-founder FOTONIQ

Register for Market Entry Program

Sign up as HortiHeroes Start-up! By being an active part of the HortiHeroes community you accelerate the growth of your idea, product or business.
Market Entry Registration

HOW WE SUPPORT YOU

Together, we look at what you need to strengthen your position in the market. 

  • Industry knowledge & market insights: During a 1-on-1 intake and follow-up conversations, we explore your market-entry challenges. You gain insight into the structure of the industry, relevant market players and potential routes to market.
  • Community & peer learning: You gain access to our Founder Peer2Peer Community and meet other startup founders during online and in-person sessions.
  • Network & targeted introductions: Through HortiHeroes and World Horti Center, you gain access to a relevant network of growers, companies, experts and investors. Where appropriate, we make targeted introductions and you receive discounts on relevant events.
  • Visibility: We help you build visibility through HortiHeroes channels, the Startup Wall at World Horti Center and relevant pitching opportunities at events.
  • Access to expertise: We connect you with industry specialists and expertise in areas such as market, technology, validation and funding.
  • Opportunities for validation & growth: We actively share relevant pilots, challenges, grants, calls and events, and can connect you with the right partners.

Aftermovie Hortiheroes startup dinner 2026

We must continue to seek collaboration and connection to make this beautiful sector future-proof. Each year, we organize the Startup Dinner at World Horti Center. This exclusive event offers startups, scale-ups, investors, and entrepreneurs a unique opportunity to network and join forces to supercharge innovation. Through a matchmaking process, all guests are given the chance to get to know each other, share experiences, and spark new collaborations.

Get a taste of the vibe in the aftermovie and check out the photos from the latest edition!!

Practical information

  • Investment: The maximum participation period for the Market Entry Program is four years. The annual fee increases as your startup progresses: €250 in year 1, €500 in year 2, €800 in year 3 and €1,250 in year 4.
  • Admission: Sign up using the form and receive an invitation for a 1-on-1 intake. You may then get the opportunity to pitch to the Startup Selection Committee. If there’s a match, your Market Entry journey begins!

Not sure if Market Entry is the right next step for you? Get in touch with Victor. 

register