In 1958, Helmut Aurenz, a visionary entrepreneur, founded ASB Aurenz Spezial Blumenerde. Seeing untapped potential in peat moss and gardening substrates, he revolutionized the industry with his commitment to innovation and quality. Today, under ASB Professional, his legacy flourishes. As a global frontrunner, we produce and distribute exceptional peat moss products, potting soils, and specialized gardening substrates. Dedicated to serving the horticultural sector, we design products with professional growers in mind. With our roots in Aurenz's pioneering spirit, we remain a trusted industry partner.
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Growing tradition for over 60 years
ASB Greenworld leadership team
Jüri Tiidermann
Chief Executive Officer
ASB Greenworld Eesti OÜ
Robert Bollinger
Chief Executive Officer
ASB Greenworld, Inc.
Michael Watcher
Chief Executive Officer
ASB Greenworld Ltd.
Mark VanKlaveren
Chief Operating Officer
ASB Greenworld Ltd.
Michaela Aurenz Maldonado
Chief Executive Officer
Helmut Aurenz GmbH & Co. KG
Karsta Mahler
Chief Financial Officer
Helmut Aurenz GmbH & Co. KG
Daniel Aurenz
Chief Technology Officer
Helmut Aurenz GmbH & Co. KG
Our Core-Values
Committed to Service
ASB Professional stands firm on its commitment to all-around customer care. By merging the prowess of modern technology with the personal touch of one-on-one interactions, we ensure that every client receives comprehensive attention and support. Our approach goes beyond traditional service: it's about understanding individual needs, using the best tools available, and delivering unmatched care from start to finish
Committed to Quality
At ASB Professional Substrates, our focus is consistent quality. We craft each substrate with precision to meet the high expectations of our customers. Our approach is founded on rigorous standards, innovative processes, and a commitment to offering the best growing media in the market. When customers choose ASB, they're investing in proven excellence
Committed to Sustainability
Sustainability at ASB Professional
At ASB Professional, sustainability is not an afterthought— it’s central to everything we do. We recognize our responsibility to protect the environment and preserve resources for future generations. That’s why we integrate eco-friendly practices at every stage of our production process: from sourcing sustainable raw materials to applying energy-efficient technologies.
Our commitment goes far beyond regulatory compliance. We actively seek innovative ways to reduce our environmental footprint and ensure that our products consistently meet and often exceed industry standards for sustainability.
We are proud members of both the Canadian Sphagnum Peat Moss Association (CSPMA) and the Estonian Peat Association, working closely with these organizations to promote responsible peatland management and sustainable practices throughout the industry.
To learn more about how our sector is contributing to the environmental stewardship of peat resources, visit www.turbaliit.ee
Our Vision & Mission
At ASB Professional, our dedication to the environment shapes our actions. We're driven by a strong commitment to sustainability, prioritizing eco-friendly production methods and responsible resource management. By reducing waste, controlling emissions, and championing sustainable disposal, we aim to lessen our environmental impact and pave the way for a greener future.
Enriching Gardens, Uniting Growers: ASB Greenworld, a steadfast presence for over 60 years, is dedicated to delivering top-quality garden products for hobby gardeners and professional growers worldwide. From our beginnings with 'ASB' – Aurenz-Spezial-Blumenerde, our commitment to growth fuels our drive.
With a global footprint, we bridge the gap between those who nurture gardens as a pastime and those who cultivate them as a profession. Our legacy of innovation and sustainability ensures that whether you're a novice or an expert, ASB Greenworld is your reliable partner