Certificated Masterclass

A certificated programme brought to you in partnership:


“As technology improved and consumer incomes increased, it became possible to provide fresh produce year-round. American consumers now expect fresh tomatoes, strawberries, and sweet corn every month of the year. In addition, a strong demand remains for processed fruits and vegetables.” 

   – Pennsylvania State University

Consumers across America are increasingly seeking local-sourced fruit and vegetables that is available all-year round; they are interested in supporting sustainable and organic, factoring this into their decision making when buying fresh produce.

Do you see yourself taking advantage of the business opportunities that this demand creates? Do you imagine scaling a small business into a high growth fresh produce company?

If so, this Hortipreneurship Masterclass is for you.

Agribusiness Academy and Business School Netherlands come together to offer this in-depth certificated Masterclass for professionals and entrepreneurs with a keen interest in horticulture.

Business School Netherlands and Agribusiness Academy have had more than 2 years of collaboration in delivering well-received programs from students around the world.

The Hortipreneurship Masterclass is available to enrol immediately and is self-paced, meaning you can work on it in your spare time or focus on fast outcomes for your new business model. The Masterclass comes with 10 learning products as well as expert-led discussions with fellow students.

The cost of the Masterclass program is $240. This includes all taxes and certification costs.


The Course

The Masterclass contains ten learning products, including a variety of seminars, assignments and action learning modules. Click into a product to explore the learning objectives.

Market Realities in Fresh Produce

This seminar is taught by Dr David Hughes, a world-leading expert in Food & Agribusiness.

  • Key Demographic, Economic & Lifestyle factors
  • Shopping patterns and dietary trends
  • How these factors are changing?
  • How produce retailers, distributors, suppliers and growers need to respond?

Time: 90 minutes

Value Creation and Value Delivery Models

In the current business environment, the changing consumer purchasing behaviors and the internet & mobile communication technology innovations are re-defining the business landscape in every business sector including food. The food sector is also seeing new value creation and delivery models in which the chains and the relationships are defining the growth and profitability.

Specifically, the approach to constructing a value proposition, distribution channel choice frameworks and complimentary chain partnership frameworks and real life case studies will be discussed.

Innovative Horticulture Business Cases

In this webinar recording Dr. Vijayender shares his experiences and understanding of several innovative business models from around the world: The specific examples discussed are:
1. Looije Tomaten (Netherlands)
2. Lufa Farms (Canada)
3. SunMoon Food (Singapore)
4. Vitasnack/Natural crunch (Spain)
5. HomeVeg (Tanzania)

Technology and Value Chain Creation

You can expect to master your ability to action learning outcomes covering the following areas:
1. Understanding the concept of circular value chains
2. Disruptive technology interventions that can take value creation to the next level
3. How to conceptualize and execute entrepreneurial opportunities within horticulture

Big Data Applications in Cold Chains

Dr. Atanu Chaudhuri shares his research insights and experience gathered from analysing and advising innovative food logistics businesses and the logistics function of food processing companies.

The following elements have been addressed here:
1. Need of technology in cold chain logistics
2. Current technological solutions in cold chain logistics
3. Industry practices in adoption of technology in cold chain logistics
4. Using big data for decision making in cold chain logistics
5. Challenges in adoption of technology in cold chain logistics
6. Way forward and future outlook

Assignment - Designing a Differentiated Business Case

The first Hortipreneurship assignment asks students to apply their new knowledge and existing experience to design a differentiated business case for a Dutch cooperative.

Solution to the Assignment

Dr Vijayender Nalla will talk students through solutions to the assignment, allowing self-reflection and deeper understanding of the business case scenario. This enables learners to more successfully apply the knowledge to their own business.

Path to Profitability

This Guided Learning scenario is designed to enhance learners’ ability to:
1. Understand strategic and tactical dilemmas in an undifferentiated and unprofitable business context within food and agribusiness
2. Understand the approach to creating and delivering a differentiated and competitive value proposition
3. Action your understanding on the innovation dilemma’s the businesses are facing and learn from them

Assignment - Fresh Produce Retail

This assignment is designed to test and enhance your ability to apply your knowledge and understanding of global fresh produce market developments. It consists several application based questions based on images that represent the retail and consumer side developments globally.

This assignment is designed to enhance the learners’ ability to:
1. Action understanding of the global fresh produce market developments
2. Action understanding to the specific context of their business

Assignment - Creating Value out of Fresh produce losses

Learning Objectives:
– Learn to design the waste stream mapping and applying it to their business context
– Learn to apply the lean production management to food production and distribution
– Learn to review and apply technologies to create circular and disruptive supply chains

The Structure

Once you enrol on the Hortipreneurship Masterclass, a member of Agribusiness Academy staff will reach out to you to introduce to the course and setup the program. As this is a self-paced program, you will be free to work through learning products in your own time and even replay them if required.

The products vary in delivery so require different participation – some seminars will simply require attendance, whilst other products will require assignments to be completed. You can reach out to our team at any point to discuss specific modules.

Discussion forums will be open and active every day. Our Agribusiness Academy Learning Managers are always there to support and you can also participate in broader discussions with learners from other programs.

In order to gain certification:

  1. Learners must complete all learning products.
  2. Assignments need to be completed and signed off by a Learning Manager.

You can view our entire catalogue of courses to get an idea of our delivery methods and expertise.


About BSN

Business School Netherlands (BSN) has been delivering Action Learning MBAs for around 28 years now.

As the Action Learning business school, BSN is not alone in recognising the value of Action Learning. Progressive organisations such as General Electric, Unilever, Rabobank, Aloca Agro, Motorola, Arthur Andersen, General Motors and Lyondell Chemical Co. also believe in the Action Learning approach. They have achieved amazing results in the field of problem-solving, identifying competitive advantages, reducing operating costs and becoming learning organisations.

Over 3,500 students from all over the world have joined our programmes in countries such as Aruba, Namibia, Rwanda, Nigeria, Ghana, Zambia, Egypt, Algeria, Tanzania, Pakistan, Armenia, United States, United Kingdom, South Africa, Czech Republic, China and so much more.

Agribusiness Academy has partnered with BSN to provide an innovative online approach to action learning, which has received praise from students and faculty alike.


  • 2012: Dutch publication Management Team named Business School Netherlands ‘Best MBA-provider in the Netherlands’;
  • 2014: Business School Netherlands achieves over 20 years of holding the CEDEO stamp of approval for excellent customer satisfaction;
  • 2015: Business School Netherlands receives triple accreditation status (NVAO, ACBSP and EduQua)
  • 2016: Business School Netherlands became a founding member of the new accreditation body, the Association for Transnational Higher Education Accreditation (ATHEA);
  • 2016: The Business School Netherlands International Action Learning MBA was ranked as European Tier One

Sample Learning

Take a look at some of the content from this Hortipreneurship Masterclass. If you learn something in these short videos then an in-depth program like this one should suit you very well.

Got a question?

We understand that enrolling on a program is a big commitment, so our Learning Management team is always here to help you. If you’d like to discuss this course, please fill out the form below and we’ll happily answer any questions.