HillenraadSUB40 - edition 2018 - EN

2018 | € 10,00

BAS LANSDORP MARS ONE: ‘WE WANT TO FULFIL THE SEEMINGLY UNREACHABLE AND IMPOSSIBLE’

40 MOST ATTRACTIVE COMPANIES FOR YOUNG PROFESSIONALS

WITH PASSION WE DELIVER DAILY THE MOST UNIQUE & TASTEFUL FRUITS & VEGETABLES

Nature’s Pride | Honderdland 611 | 2676 LV Maasdijk | Holland T. +31 (0)174 525 900 | E. info@naturespride.nl | www.naturespride.eu

R E K N I R DARHEALTHY E TAW AND HAPPY LIFE WITH FLOWERS AND PLANTS

Waterdrinker would love to see as many people as possible enjoying flowers and plants. Innovation is in our genes. Thanks to the close collaboration with breeders and growers we can offer a distinguishing and innovative product range.

WATERDRINKER WWW.WATERDRINKER.NL

I T A L L S TA R T E D BA K IN 1968 WHEN A DUT H PHARMA IST SU EEDED IN AT I N NE LETTU E SEED

THE W

RLD

WES Y

U

NE, DAVID!

Incotec’s history actually dates back to way before

After substantial research, patience and perse-

Incotec was founded. The seed trade began to

verance, he succeeded. This resulted, in 1968,

flourish in the mid-19th century in the Netherlands

in the foundation of Incotec (short for INtegrated

and a company called Gebroeders Sluis was

COating and seed TEChnology) first as a new

established in 1868. In the early 1960s plant raisers

department within the company Royal Sluis.

were increasingly looking to mechanise their

That very same year saw the launch of the first

sowing activities, but that proved difficult due

commercial product: the Split Pill ®, a splitting

to the irregular shape of seed.

pellet for lettuce seed. Now, some 50 years

Cor Vis, a flower breeder at Gebroeders Sluis,

later, Incotec is an independent company and

hit on the idea of replicating a technique used in

has grown to become the #1 global market leader

the pharmaceutical industry. He approached David

in seed enhancement, producing coatings for nine

Dirkse, a pharmacist at the Amsterdam Chinine

arable crops and providing seed treatments for

Factory, and research into coating vegetable seeds

more than 20 vegetable crops. So wherever you

seriously got underway in 1963. David sought a

are in the world, whenever you see a splendid crop

solution to the problem of irregularly shaped seeds,

field stretching as far as the eye can see, you now

and drew inspiration from the technique of turning

know that it is partly thanks to David’s success in

medical pills in a round coating pan.

pelletising a lettuce seed for the very first time.

Contributing to feeding the world, by getting the utmost out of your seed

the seed enhancement company Part of Croda International Plc

w w w. i n c o t e c . c o m

5

Foreword - Transition

8

The vision of the editorial team: an ode to horticulture

14

Social impact of horticulture

16

A one-way ticket to Mars with Bas Lansdorp of MarsOne

18

SUB40-magnets

20

SUB40-characteristics

22

SUB40-stars

47

Promises of the horticultural sector

51

Inspirators of the horticultural sector

57

Nestors of the horticultural sector

43

Buzzwords in the land of horticulture

44

The success of star companies explained

48

Robots and Cobots: the new hands in horticulture

52

Urban innovators: horticulture in the city

54

Pride and appreciation for the food sector

58

Anyone working in horticulture is a man or woman of the world

60

To Instagram or not to Instagram

62

The sector and its particular characteristics: dynamic, direct and somewhat inward-looking

64

Horticulture in perspective

66

The Netherlands is top class worldwide, but how do you remain at the top?

content Colophon

Publisher Aldenborg Research: Martien Penning, Hillenraad Partners Samenstelling en review: Hillenraad100, SUB40-Peer group Compilation and review: ANIQ Projectorganisatie Design: Just in Case Layout and development Peanutsch Photography: Sarah Vlekke, Koppert Cress, Viscon Group, divers (we hebben geprobeerd de rechtmatige eigenaar van het beeldmateriaal te achterhalen).

Translation: Tekom Vertalers © Copyright All rights reserved. No part of this publication may be reproduced without the written permission of the publisher.

3

Taste more than 65 years of expertise, knowledge and innovation.

As a specialist in the production of tomatoes, RedStar has a clear focus: taste.

Using only the very best varieties, we are continually striving to produce only the finest tomatoes. At each growing location we use the most innovative methods to create the optimum conditions for our fruit to flourish, meaning we are able to grow tomatoes for 12 months of the year. And thanks to our automatic tracking system, we are able to trace every tomato from harvest to customer, allowing us to stay at the forefront of food safety, sustainability and efficiency. Meanwhile, RedStar continues to explore new uses for our tasty tomatoes, whilst keeping abreast of changes in customer perceptions and tastes.

Poortcamp 10, 2789 PT De Lier T +31 174 531000 F +31 174 531010 E info@redstar.nl I www.redstar.nl

Celebrate the taste. With RedStar.

Soon to be announced on Instagram @dijkvandijk

www.dijkvandijk.nl Adv Dijk van Dijk 2018-def.indd 1

12-09-18 17:04

foreword TRANSITIONAL YEAR This year, after fifteen successful editions of the Hillenraad100, we

age of 40: the SUB40-magnets. In this magazine, you will find star

have decided to do things entirely different. Not the pressure of a

companies that have obtained one, two or even three stars after a

Hillenraad100 with profile texts that must be continuously weighed

well thought out rating. Companies that are very desirable.

on a golden scale. No, for this special transitional year we have created a renewed, free form Hillenraad edition. Not a top 100,

Since we did not want to turn it into an in-crowd party, we asked

but a top 40 instead with a corresponding special theme: the Next

journalists from outside the horticulture sector to write about this

Generation in Horticulture.

exciting ‘branch of sport.’ In fact, horticulture can be compared to an Olympic cycling road race. You can meet the male and female

Why opt for this theme? It is about time to obtain a sharp image of

captains on the street, cheer them on and ride along with them.

the entrepreneurs and companies that will determine the face of

Which is exactly what the writers did with an unbiased view.

21st century horticulture. In addition, not everybody, and particularly those outside the sector, are aware of the horticulture sector’s

We have discovered that the SUB40 generation strives for new goals,

appeal. This opens opportunities for a new generation to make the

has new ambitions and wants to modernise horticulture, albeit well

difference, to innovate, to contribute to the future world.

prepared and with good coaching. The many articles provide a wonderful insight into this world-class sector. We thoroughly enjoyed

We have established a fresh editorial team consisting of horticulture

putting together this magazine, and if you have as much fun reading

professionals all under the age of forty. With the aim not write about

it, we will be very pleased.

the new generation, but to let this group speak for themselves.

From the first editorial meeting, the plan developed to compile a

MARTIEN PENNING

list of forty companies that are appealing to professionals below the

Initiator Hillenraad100 and HillenraadSUB40

5

Worldwide Expertise for Food & Flowers

rt n

veowl lop edge m en t

Know Impl led em g e

Pa

Know led ge

Together, with knowledge to the future: • Professional • Competent • Digital • Independant

ion e ntat

e rs

Kn e D

More information?

T +31 (0)317 - 491 578 E info@delphy.nl

knowledge development and knowledge implementation www.delphy.nl www.delphy.nl

ANITA BASSIE

LOTTE VAN RIJN

JULIA CORNELISSEN AAGELIEN VAN DER MAREL JANTINE HEEMSKERK NIENKE TOREN GABRIËL VAN DER KRUIJK

editors 8

NOT ON THIS PICTURE: RENÉ VAN DOP

MARTIEN PENNING

WOUTER DUIJVESTEIJN

LENNART VAN DEN HEUVEL

SUZAN VAN KUPPEVELD

This special edition of the Hillenraad100 has already resulted in many reactions. The SUB40 theme has stirred the imagination of many. What does the next generation of horticulture entrepreneurs look like? What keeps them busy and what motivates them? How do we draw the attention of talent from outside horticulture? How to find them, and win, interest and secure them for our sector?

To let the voice of this generation be heard, a new and fresh editorial

This question is becoming more current by the day, especially

WHY HORTICULTURE

as shortages on the labour market are becoming more and

‘The choice is simple’, said one of the editors quite surprised, when

more apparent. The sector has many great challenges to offer.

we asked him about his motivation to work in the horticulture sector.

Are young professionals aware of this? How is the SUB40 generation

‘What better than to work in an environment that makes people

functioning within the Hillenraad100 companies, and what do these

happy and healthy?’ This is precisely what we hear quite often when

companies do to respond to the wishes and ambitions of up-and-

we cross-examine the editors regarding their motives to opt for this

coming talent? What is the challenging perspective for the SUB40

sector. What is it that makes the horticulture sector so unique?

team has been formed for this special theme edition. The editorial team consists of young and enterprising professionals with roots within or outside horticulture, but currently all working in positions of responsibility in the various horticulture segments. Together with them, we searched for the motives and criteria that are valued by this SUB40 generation in their choice for either a company or entrepreneurship.

generation? And who are these 40 companies that appeal most to the new generation? These questions are key in the special theme edition of the Hillenraad100.

9

vision AN ODE TO HORTICULTURE: THE VISION OFÂ THE EDITORIAL TEAM

10

Why do people opt for horticulture and not for a company such as Ahold or Unilever, impressive multinationals with challenging and career-oriented working environments?

Dutch horticulture is way ahead of the rest of the world. Innovation, dynamics and speed are words that are typical in horticulture. A ‘stop talking nonsense and get to work’ mentality. This mentality is needed in a world of international trade where hundreds of thousands of plants, vegetables and fruit are transported all over the world each

In the first place, the answer is in the products themselves, from

day, by truck, boat or aeroplane.

deep green cucumbers and colourful orchids to beautiful full and round tomatoes that travel across the world. A selection from

NOT ALL GOES WELL

the responses: ‘We follow the seasons in our work with products

This hard working mentality has sometimes caused the sector to

that change continuously. Flowers, vegetables and fruit, these are

forget to sell its success to the outside world. One of the editors:

products that make everybody happy.’ And ‘I’m proud of what we

‘Being well-known does not come naturally in the horticulture sector.

produce. There is much love for the product in our sector.’ Someone

We don’t have the striking image that others may have naturally.’

else said, ‘when you see a grower walk through his greenhouse,

Young talent, however, is certainly needed, in particular for higher

that’s when the love shows.’

functions and because of speedy digitisation. The horticulture sector is quickly changing and increasingly requiring smarter solutions.

PROUD FAMILY BUSINESSES

Examples are the development of new flower and vegetable

It may be that the character of horticulture facilitates this love.

varieties, using energy as efficiently as possible and the increasing

Many horticulture companies have been internationally active for

worldwide demand for food.

years, with branches all over the world and hundreds of people on their payroll, but their operational management is still that of a small

For this, you need SUB40s. Or as one of the editors phrased it: ‘The

or medium-sized company. These are mainly family businesses that

influx of young people is necessary to maintain the strong position

have grown into world players. Many generations of families are

we have today.’ And ‘Young people will attract other young talent.’

closely intertwined with these companies. Particularly in those family

There are huge opportunities for marketing and logistical solutions.

businesses, it is not just about money and ambition, according to an

Let it be clear that the sector really is far more sexy than you would

editor. ‘For us, the focus is on the people. We do the work together.’

initially think. It is now up to the SUB40 generation from outside the sector to find out how cool horticulture is, because horticulture

This familiar and small-scale character of companies, that are not

definitely belongs on the list of serious employers.

really as small as they may think, results in a lot of responsibility and opportunities for growth. One of the editors: ‘Once you’re on board and appreciated within the company, you can grown very fast and conduct your own projects. You can be entrepreneurial.’ Like the time when a trainee of a trading company inquired about the export options to India. One of the editors shared: ‘I suggested to him, at the time, that he continue to work for us in order to set this up

WORKING HARD

TOP 10 SUB40 COMPANIES ACCORDING TO THE SUB40 PEERGROUP

Today, a horticulture company is more than just ‘growing a plant,

Van der Ende Groep

himself. In the meantime, this trainee has become a fixed employee, who has set up an export department for trade with India.’

working in the soil and cutting off lettuce’, as one of the editors phrased it so eloquently. Where an entire generation of growers grew up with hard, heavy and dirty work, the world of horticulture

Van Gelder groente & fruit JEM-id

now looks completely different. Working conditions and wages have

Koppert Biological Systems

substantially improved, and machines have replaced most manual

Koppert Cress

labour. Nevertheless, it is not only the people in the greenhouse

KUBO Greenhouse Projects

that make the companies in horticulture so large. New positions in marketing, research and development, for example, have become just as important.

Nature’s Pride Priva Rijk Zwaan Viscon Group The 10 SUB40 companies respresent 26% of the total of 408 reviews. This 10 SUB40 magnets are at least 7 times reviews by the SUB40 peergroup.

11

Plantify your future.

Join the green force at Royal Lemkes.

The proud winner of the Horticulture Entrepreneur Award 2018!

We have strong beliefs. We believe that people are the biggest attribute to our success. Every person is a source of inspiration, every person makes a difference. We offer many opportunities to develop yourself. If you have high aspirations, we will support you to expand your skills and expertise through on-the-job training and our Plantify Academy. We are the leading supplier of plants and related (digital) services to largescale retail, such as IKEA, OBI, B&Q, Praxis, Aldi, Jardiland.

Above all, we are proud to be one of the Best Employers*** in the Netherlands, with a top score of 8.5 for employee engagement.

Are you keen to positively change your future?

Contact us and let’s discuss how we could ‘Plantify* your future together’. *Plantify® = Creating a better life, stronger businesses and a healthier, green world with plants.

hr@royallemkes.nl | royallemkes.com

Technology is what we do, innovation is what we live for

As leader in our industry we proactively develop innovative and advanced horticultural solutions. To contribute to a highquality food supply for everyone.

Only the best technicians are suitable for this job.

werkenbijpb-tec.nl

Feeding 10 billion mouths, the transition to sustainable energy and a reduced use of water: some of the greatest social challenges of today are linked directly to the horticulture sector.

Where the heating of greenhouses is concerned, ‘The New

‘There is much room for research and development in our country

There are various possibilities to abandon gas as a source of energy.

in the field of horticulture. This is why the entire world has its eye

Increasingly, more horticulture companies use geothermal heat and

on the Netherlands,’ says Leo Marcelis, Professor of Horticulture

some opt for storing the heat of summer in the ground so that they

at the Wageningen University. And that’s how each day in Dutch

can use that heat in winter.

Cultivation’ is in full swing. ‘Growers look for what a plant needs and will adapt the temperature in the greenhouse, among other things.

It is no longer common to just heat an entire greenhouse.’

horticulture you can be fully engaged in large social issues and innovation.

WATER The drought of the summer of 2018 has made us very aware of the

TEN BILLION MOUTHS

importance of reduced water consumption. Dutch horticulture is at

Let’s start with food. We will have reached a total of nearly 10 billion

the forefront here. An example: In Southern Europe, a tomato grower

people by 2050. To ensure that there is enough food available for

will use 60 litres of water per kilo of tomatoes when growing them

this growing population, more food must be produced on smaller

in an open field. In a plastic Spanish greenhouse, this consumption

surfaces. According to many, horticulture would be the right place

can be halved to about 30 litres of water per kilo. The average Dutch

to find a solution for the world food problem. For editors of this

greenhouse outperforms them all: one kilo of tomatoes consumes 15

Hillenraad edition, the theme of ‘feeding the world’ keeps on

to 17 litres of water here. With the use of the latest technologies that

returning as a motivation to work in this sector in particular.

could be reduced even further to 4 litres per kilo.

‘In order to feed 10 billion mouths, far more food must be produced

Why so little? ‘The production level in the Netherlands is so high

on smaller surfaces. There is after all less space,’ shares Marcelis,

that very little water evaporates in a greenhouse. In addition, we

‘which is a typical topic for horticulture. In greenhouses they achieve

cultivate on substrate in the Netherlands. The grooves that contain

very high production levels per square meter as all the growth

the substrate will collect the water used for watering and reuse it,’

factors can be well controlled. This enables horticulture to meet the

explains Marcelis.

increasing demands for fresh food all over the world.’ According to the World Economic Forum, skyscrapers containing Vertical Farms

Another great example is the reuse of city wastewater in food

could solve the food problem. Numerous companies in this edition

production. This solves two problems at once.

are involved in the development of Vertical Farming.

LOCATION In addition to the question ‘is there enough food for everyone?’

Many horticulture companies are ideally positioned between the

the question ‘is the food we eat healthy?’ will also become

universities of Delft, Wageningen and Rotterdam. Each day, many

increasingly important in the future. Again, this is something that

big issues are addressed in this sector surrounding energy (storage),

Dutch horticulture has an answer for. The cultivation process in the

circular economy, transport, water and food.

Netherlands is efficient, which makes it relatively cheap. In addition, the fruit and vegetables are exported all over the world.

THERE IS, HOWEVER, ANOTHER LINK BETWEEN HORTICULTURE AND CITIES

LIGHT AND WARMTH

As an increasingly larger part of the world population will be living

The production in the greenhouses is thus considered efficient.

in cities, there is also the potential for the sector of delivering clean

But what about energy consumption? This is another area in which

air to city dwellers. After all, plants purify the air and release oxygen,

the Netherlands is highly innovative. ‘The energy efficiency has more

which is already applied in office buildings, schools, hospitals and

than doubled compared to thirty years ago. Ultimately, we strive for a

houses. Pure, clean air in an environment with plants will increase

climate-neutral situation,’ states Marcelis.

productivity and the feeling of happiness. Add to that the feeling of joy when giving or receiving a lovely bouquet of flowers, and you will

Energy gain can be achieved in many fields. To light their greenhouses, more and more growers are changing to LED lighting, an energy efficient technology that is continuously becoming cheaper. At Wageningen University, Marcelis conducts research into the way in which (LED) light can also increase the nutritional value of products.

14

immediately understand why horticulture receives so much attention.

THE NETHERLANDS FEEDS AND GREENS THEÂ WORLD

article

15

A ONE-WAY TICKET TO MARS Following one of his mottos, ‘It can be done, so why don’t we do it’, Bas Lansdorp (41) from Leusden has engaged in a mission. A mission to Mars.

By 2032, the first four people must be living on the ‘second best planet in our solar system’. In order to realise his childhood dream, Lansdorp founded Mars One seven years ago. ‘We want to fulfil the seemingly unreachable and impossible.’ This will appeal to the SUB40 generation. The link between Mars and horticulture is quickly established because what will they eat on Mars?

article

16

This may just be the most exiting story of the 21st century. If it is

solve them. Because they will have plenty of time on their hands.

up to the Mars One organisation, the first four people will leave for

There is also the availability of 1000 cubic metres of air, and they

Mars in 2031 to arrive there in 2032. Forever. For them the task is to

will be able to contact earth within 20 minutes. What is actually far

establish a human colony on this red planet. The first selection of 100

more important is that the team can function. This presents a much

astronauts has already taken place.

bigger challenge. Anybody with a decent brain can learn how to disassemble and reassemble a refrigerator. Imagine what you can

Bas Lansdorp (41) is half the brain behind this mission. Every two

do if you have been given ten years to prepare for it. But how do

months he addresses groups of people from all over the country on

we make sure that they won’t beat each other’s brains out after one

this topic. In doing so, he turns sceptics into ambassadors in order to

and a half years, with the four of them stuck in an area of 200 square

gain widespread support for his childhood dream. This could also be

metres? We select real team players.’

a childhood dream for horticulture.

Leusden. ‘Technologically speaking, it would be quite a challenge to

MARS IS A DESERT-LIKE, BARE PLANET. NO TREES OR PLANTS GROW THERE. ALL WE KNOW IS THAT THERE IS A SMALL QUANTITY OF WATER. HOW WILL THE FIRST PEOPLE ON MARS GET THEIR FOOD? WHAT ROLE CAN HORTICULTURE PLAY IN THIS RESPECT?

create a living nature in the Mars station. It asks for creativity and new

‘We have stored enough food for the first couple of years. It will be

solutions. We see horticulture as a partner to develop the ultimate

included in the unmanned missions that we will send in advance.

circular horticulture on Mars. After all, green would truly be of vital

This is freeze-dried food, as it is much lighter. It does taste awful

importance there.’

though. You cannot really force people to eat freeze-dried food for

THE RED PLANET WITH A GREEN OASIS In addition to fresh food, horticulture is very important to this mission as it represents the connection to the earth. ‘People feel better in a green environment’, comments Lansdorp from his living room in

two whole years from a psychological point of view. Unfortunately,

AREN’T YOU OFTEN TOLD YOU ARE MAD?

we will probably not be able to produce food beforehand. We will

‘In the beginning I did have lot of explaining to do. However, as an

build a settlement in advance, however, and before the arrival of the

organisation we have already done so much. We have just signed

settlers, an atmosphere will have been created, and water will be

a recent investment of 12 million and are now listed on the stock

obtained from the ground. We also know that there are raw materials

exchange with a valuation of 25 million. So it is no longer a dream.

on Mars. There are minerals in the soil and CO2 in the atmosphere.

Some steps have already been taken, which makes people’s disbelief

Plants that produce oxygen from carbonic acid could become part

easier to tackle’.

of your life support system. However, we still have to conclude contracts with companies in this regard.’

THE FIRST FOUR PARTICIPANTS WILL BE SENT ON THEIR WAY IN 2031. THE FOLLOWING MANNED MISSION WILL ONLY LAND ONE AND A HALF YEARS LATER. HOW DO YOU ENSURE THAT FOUR INDIVIDUALS CAN TAKE CARE OF THEMSELVES ON A BARE PLANET FOR ONE AND A HALF YEARS?

WHAT IS YOUR DREAM REGARDING MARS? DO YOU HAVE ANY IDEAS AS TO HOW THE COMMUNITY SHOULD LIVE THERE? ‘That has not been the focus of my attention. There are so many steps yet to be taken. In the beginning, however, the community will resemble an outpost more than an actual community. They will

‘The first four will receive training for about 10 years. They will be

just have to do what they are instructed to do. How this will develop

trained in engineering skills, medical skills, botanical skills - in other

further, one does not know. At some stage there will be more to

words in everything they will have to do. After all, they will have to

do. They will obviously do some things the wrong way on Mars, but

be each other’s dentist and doctor. We will train them to deal with a

that’s just part of being human. I would almost say I hope they do.

fire or medical emergency. The first four astronauts, however, need

Because then it will really be worth your while to fight for it. I think

not be university-level trained engineers because they do not have

that the process leading towards the mission to Mars will generate

to invent a new life support system. All they need to do is maintain

a lot of ideas. After all, when people find themselves in challenging

it. If there are problems, there will be more than enough time to

circumstances, that’s when new things are invented.’

WHAT NEEDS TO BE DONE TO BE STANDING ON MARS IN 2032?

‘We are really just at the very beginning. At the moment, we are mainly focusing on the financing. The commercial activities to market

MAYBE JUST THE MOST EXITING STORY OF THE 21ST CENTURY

the story of our mission are already listed on the stock exchange.

We have the most exiting story of the 21st century. We really want to tell and sell that story. Through merchandise, events, content, apps, games and an endless amount of other things we want to collect the funds for the mission. The Star Wars merchandise accounts for 2 billion euro each year. Our mission will cost 6 billion, so we should be able to achieve that. We are going to fulfil the impossible, preferably together with the knowledge and expertise of Dutch horticulture.

Who will join us in accepting this challenge?’

17

Last year, during the presentation of the Hillenraad100 at the Hortigala of the Year at Blijdorp Rotterdam Zoo, we launched the term SUB40. Meanwhile, it seems to have become a household name. It has set many things in motion: a new editorial team, a new competition, a new event and a pioneering challenge. The ultimate outcome of this process is an honourable mention as a SUB40-magnet in this magazine. Forty companies have achieved star status and are now considered to be among the crème de la crème of dream companies that SUB40s would love to join.

Logiqs, Maasdijk page 29

Congratulations!

Hoogendoorn Groep, Vlaardingen page 29

Incotec Group, Enkhuizen page 29

Noviflora, Honselersdijk page 27

ROCKWOOL Grodan, Roermond page 27

OK Plant, Naaldwijk Waterdrinker, Aalsmeer

page 27

page 26

Rijk Zwaan, De Lier

Bosman Van Zaal, De Kwakel

page 43

page 41

Bunnik Plants, Bleiswijk page 47

Artemis Nurseries, Honselersdijk page 41

Enza Zaden, Enkhuizen page 39

Priva, De Lier page 37

Certhon, Poeldijk page 41

Delft Research Group, Delfgauw page 39

Dool Industries, Monster page 39

Royal Brinkman, ’s-Gravenzande

magnets 18

page 37

Dutch Flower Group, Aalsmeer

Dümmen Orange, De Lier

page 30

page 31

BE Fresh Produce, De Lier

Florensis, Hendrik ido Ambacht

page 31

page 30

Delphy, Wageningen

FleuraMetz, Aalsmeer

page 31

page 30

Van Gelder groente en fruit, Ridderkerk page 43

Anthura, Bleiswijk page 32

Koppert Cress, Monster

Viscon Group, ’s-Gravendeel

page 45

page 43

Agro Care, Maasdijk page 32

Koppert Biological Systems, Berkel en Rodenrijs page 47

Beekenkamp Group, Maasdijk

JEM-id, Honselersdijk

page 32

page 47

Heemskerk fresh & easy, Rijnsburg page 33

Nature’s Pride, Maasdijk page 45

KUBO Greenhouse Projects, Monster

AAB, Naaldwijk

page 45

page 33

4Evergreen, Steenbergen page 33

Royal Lemkes Group, Bleiswijk page 37

Ter Laak Orchids, Wateringen page 35

Van der Knaap Groep, Kwintsheul page 35

Van der Ende Groep, Maasdijk page 35

00 19

characteristics Remarkable characteristics of the SUB40 magnets: there are many women, including in senior management. Average age of the top 10 is 34 years, where 72% of the employees on the SUB40 magnets

SHARE OF FEMALE EMPLOYEES AT SUB40COMPANIES (IN %) 54

Anthura

50

Van Gelder groente & fruit

47

Koppert Cress

45

4Evergreen

42

Rijk Zwaan

40

Enza Zaden

40

OK Plant

39

Dümmen Orange

39

Ter Laak Orchids

38

Nature’s Pride

43.4 AVERAGE

SHARE OF FEMALE IN THE BOARD OF SUB40COMPANIES (IN %)

payroll are SUB40s. Striking as well is the number of SUB40s in senior management. Rejuvenation is clearly present at the SUB40 magnets.

The top 10 magnets alone count 2,100 employees with higher professional/academic education. In 2018, more than 800 SUB40 employees were newly hired. In the top 10, 280 SUB40s are directly involved in innovation.

SHARE OF SUB40-MEMBERS OF THE BOARD (IN %) 100

BE Fresh Produce

100

4Evergreen

66

Heemskerk fresh & easy

50

Noviflora

40

Koppert Cress

38

INCOTEC Group

33

Certhon

33

Van der Ende Groep

33

Royal Lemkes Group

25

Waterdrinker

51.8 AVERAGE

50

Priva

50

INCOTEC Group

50

OK Plant

50

Artemis Nurseries

43

ROCKWOOL Grodan

38

Royal Lemkes Group

33

Nature’s Pride

NUMBER OF SUB40PEOPLE EMPLOYED IN 2018

33

Heemskerk fresh & easy

180

Dutch Flower Group

33

JEM-id

104

Rijk Zwaan

33

Viscon Group

95

4Evergreen

91

Waterdrinker

80

Heemskerk fresh & easy

63

Nature’s Pride

50

INCOTEC Group

50

Van Gelder groente & fruit

46

Bosman Van Zaal

44

Royal Brinkman

41.3 AVERAGE

803 TOTAL 20

NUMBER OF EMPLOYEES WITH HBO/WO-EDUCATION AVERAGE AGE EMPLOYEES ON THE PAYROLL (IN YEARS)

570

Rijk Zwaan

471

Dutch Flower Group

335

Enza Zaden

170

Koppert Biological Systems

29

Delft Research Group

166

Priva

30

Van Gelder groente & fruit

92

Royal Brinkman

32

JEM-id

90

Delphy

36

OK Plant

81

Viscon Group

36

BE Fresh Produce

78

Nature’s Pride

36

Agro Care

73

Royal Lemkes Group

37

Nature’s Pride

2,126 TOTAL

37

Logiqs

37

Koppert Cress

37

4Evergreen

34.7 AVERAGE

NUMBER OF SUB40-EMPLOYEES INVOLVED IN INNOVATION 65

Hoogendoorn Groep

40

Priva

37

Koppert Biological Systems

26

Royal Brinkman

25

Enza Zaden

25

Viscon Group

SHARE OF SUB40 ON THE PAYROLL IN THE NETHERLANDS (IN %)

17

AAB

15

Delphy

15

ROCKWOOL Grodan

93

JEM-id

15

Bunnik Plants

80

FleuraMetz

75

Hoogendoorn Groep

75

Van Gelder groente & fruit

75

4Evergreen

70

Logiqs

65

Bunnik Plants

63

Certhon

62

Agro Care

61

OK Plant

280 TOTAL

71.9 AVERAGE

21

SUB40 STARS After fifteen years of Hillenraad100, we were faced with a new

As the researcher will always look through his own lens, we asked

task this year. How to select in the horticulture sector, 40 ultimate

a SUB40 peer group for its opinion, which was included in the end

companies that greatly appeal to the SUB40s? Our SUB40 editorial

result. Forty people younger than 40 have made a selection of

team chose the companies that are ‘wildly attractive’ to them, as they

companies.

phrased it.

STARS CRITERIA

We assessed the 40 winning companies, and awarded them stars as

Four criteria were applied that are greatly valued by the SUB40

is done in the Michelin Guide. A one-star company has their business

generation. First and foremost, innovation. To what extent are

well in order. A two-star company takes this a bit further, and a three-

the companies sufficiently involved in new products and new

star company belongs to the ultimate category of dream companies.

technologies? Are the company and management open to change?

The second criterion is culture. Are freedom and the work-life

What are these stars worth? It is and will remain a snapshot of

balance taken into account? How is diversity dealt with? The third

a particular moment in time. ‘You are only as good as your last

criterion is development; can you work on higher social goals

assessment’. We hope that this list will contribute to making

at the company that employs you? Is there room for personal

horticulture more accessible to promising talent from within and

development? Lastly, we naturally looked at the indicators and

outside the sector.

figures. How is the company performing, and how is the SUB40 generation represented?

rating great

marvellous

excellent

0-50 mln

50-500 mln

>500 mln

0-50

50-500

>500

turnover

employees

services

trade

production

processing

technique

supplies

Waterdrinker, Aalsmeer By now, Waterdrinker has become a household name among people outside of the horticulture industry as well. The wholesaler in flowers and plants makes a direct connection with the consumer, e.g. by means of Waterdrinker’s own Green Lifestyle store and web shop, and through partnerships with stores like Sissy-Boy and Hudson’s Bay. Plants, flowers and accessories come together at the Waterdrinker Green Trade Center. It is also a platform for the growers who can directly meet customers here (and vice versa).

The company’s digital growers platform brings 2,500 traders and growers together in one network. Company start-ups know about Waterdrinker as well. The company works with The Flower Family, a company that tries to challenge the traditional flower world of family businesses. The need for a young, fresh influx of people is also present at Waterdrinker. The company focuses on this target group by means of its house style, direct partnerships with young companies and its connection with the Groen education centre. The centre connects students of green course programmes with the business world. Young members of management participate in the ‘Young Board’, which coaches and leads a group of young talented people: the ‘Young Talents’. In this way, Waterdrinker ensures innovation from the bottom up.

www.waterdrinker.nl youngplants

breeding

22

ROCKWOOL Grodan, Roermond Rockwool Grodan in Roermond radiates sustainability. It supports growers in growing flowers and vegetables, by supplying mineral wool substrates to the professional horticulture industry. It is the market leader in this field. Consequently, this multinational is active in over 60 countries. To maintain this unique position, Rockwool Grodan delves increasingly often into the depths of the growing system and uses ‘precision growing’ for its mineral wool substrates. In doing so, it tries to figure out how to use a minimal amount of water and nutrients to achieve optimal results for people and for the environment. Rockwool Grodan wants only the very best: it is no middle of the road company. The company struck gold, even with a seemingly dull product, which has a major impact on crop health and the environment. Furthermore, this company offers everything you may expect from a major production company. From technological innovations, like sensoring and big data to growth opportunities for employees through coaching, expert sessions and its own Grodan University.

www.grodan.com

Noviflora, Honselersdijk Floriculture is changing. ‘Novi’ in the name Noviflora indicates that this company is changing along with it. The motivation is the importance of consumer-focused entrepreneurship and local business.

Noviflora has developed from exporter to local supplier in its various home markets; in the future, a plant may go directly from the grower to consumer.

Digitising the chain is another main goal. Why would a company not let its data work for them? To this end, Noviflora maintains its proprietary software with a young team of IT specialists, as well as its own online platform. A prime example: in the Planthunter app, consumers can follow the company’s buyers, like Sybren, who searches the market, four days a week, for plants that are not yet available. Customers can order the plants that Sybren finds, directly in the app. It is an interesting behind-the-scenes look, as is the blog and the current Instagram account. Furthermore, on the website, we can find plants that are seen more and more in people’s homes, like the healthy and styled plants by Ogreen Clean Machines, and the edible plants by The Kitchen Garden.

www.noviflora.com

OK Plant, Naaldwijk How to stand out as a grower? Rather than just selling plants, OK Plant tries to achieve this by selling ‘happy moments.’ The company does this among others, at its trade fair, where customers receive a guided tour around the ambiance showrooms. It also stands out with its Mix & Match concept, where customers can compile their collection of pots and plants in the shop. OK Plant brings creativity to the world of plants. OK Plant’s vision can be described as less is more: the company does not go for mass production, but for hip, seasonal products. With creative concepts, the grower tries to sense what the customer wants and thus set the trend. It also plays into the sentiment of the times by focusing on sustainability. Together with other companies, OK Plant plans to drill for geothermal power. OK Plant not only retains its employees; it also wants to continue to interest them. Employees are repeatedly challenged by new goals. In addition to the founders, the Olsthoorn couple, talented and ambitious employees were given a share in the company to encourage involvement and dedication.

www.okplant.nl

23

Woudseweg 9 • 2635 CG Den Hoorn - NL xx T +31 (0)15 269 58 00 • info@dalsem.com

www.dalsem.com

KP Holland develops and propagates new and distinctive varieties and produces flowering plants in the Kalanchoe ROSALINA™, Spathiphyllum CUPIDO™ en SIAM™ Curcuma product groups.

The unique combination of two disciplines - breeding and growing - in a single company is gr what makes KP Holland a special player in this market.

If you would like to benefit from our expertise and experience, please contact us. We will be pleased to show you new varieties that will give your collection a competitive advantage.

Logiqs, Maasdijk Logiqs is fully up to date on the smart developments of our time: mobile, flexible cultivation systems and pallet and shuttle systems.

Logiqs wants to offer companies internal logistics solutions that are as efficient as possible. Solutions with as few machines as possible that are transporting as much as possible. The company also works on further innovation, for example in Vertical Farming. The GreenCube Vertical Farm, for instance, uses less energy than competing systems. With these innovative systems, Logiqs is an attractive employer for young people looking for an organisation that innovates in technology. For example, to recruit students, the organisation is linked to the secondary horticultural school, MBO Westland (secondary vocational education) at the World Horti Centre. It is working: onethird of the employees are former interns. The company offers much freedom in how, when and with whom employees do their work. It also hires people with a disability so that everyone has the opportunity and the freedom to excel professionally. Flexibility is part of the company’s DNA.

www.logiqs.nl

INCOTEC Group, Enkhuizen Fifty years ago, the first pelleted lettuce seed was planted. Today, Incotec Group has expanded to become an all-round company in seed improvement. Located in Enkhuizen, this company develops and sells products and technologies to improve the seeds of vegetables and agriculture crops all over the world. Incotec broadened its horizons from horticulture to agriculture, from Europe to China, Brazil and North America and from the chemical to the organic. Under Croda’s wings, it has charted a new course, with a larger focus on the returns of research and investments in technology. It aims to expand further with new innovation centres in the US and China, using the newest techniques, such as X-ray technology. Incotec expects professionalism from its employees and offers many career opportunities. This includes internships, traineeships, job transitions, training and education programmes with many international opportunities. Incotec encourages its employees to be socially responsible as well: employees are allowed to allot one percent of their time towards a local charity.

www.incotec.com

Hoogendoorn Groep, Vlaardingen A tech player in horticulture is basically synonymous with innovation in this industry. Horticultural automation specialist Hoogendoorn aims to enable horticulture entrepreneurs to get maximum returns with minimal use of energy and materials. With more mouths to feed in the future, this is becoming increasingly important. Collaboration is the key to success. The business does not export a standard Dutch product; it takes a local look at what is needed in each country and adapts its product accordingly. For example, the Hoogendoorn process computer has an easy-tooperate interface, so that it becomes accessible to less highly educated buyers as well. The online Hoogendoorn AcadeMe ensures that customers can get the most out of their process computer. Offering this help online, for free, is a smart and efficient move, especially among an international customer base like Hoogendoorn’s. An international environment attracts young talent and therefore, the company is seizing this opportunity by giving young people the option to work abroad. To invest further in the future, the company gives guest lectures at educational institutes in and outside the industry and offers internships with many growth opportunities.

www.hoogendoorn.nl

25

Florensis, Hendrik ido Ambacht Florensis, a second-generation family business, produces selects and sells flower seeds and young plants for professional growers.

With its production locations in Kenya, Ethiopia and Portugal and various sales offices in Europe, Florensis is well represented internationally. This close-knit family business, located in Hendrik-Ido-Ambacht, highly values reliability. It has the boundless ambition to be the best in everything, offering more and more products of their own breeding. Being the best and staying the best, requires smart technology. Therefore, the company invests in self-learning robots. In 2016, processes were professionalised further. Internal training was set up to make employees even more involved. The company deliberately wants to remain independent. To this end, it undertakes collaborative research with three non-competing breeders, to develop new breeding techniques. With its exclusive genetics and the required operational scale, Florensis holds a significant advantage.

Recently another sixteen hectares of land were purchased in Nieuw Prinsenland to expand its production. This company is entirely focused on further growth.

www.florensis.com

FleuraMetz, Aalsmeer This Ivy League player in horticulture export is down-to-earth, motivated and IT-minded. The company wants to keep up with our fast-changing world and influence it. To do this FleuraMetz is rapidly growing online, with its own web shop, pick-up points, and now 57 Cash & Carry locations in 16 countries on four continents. This means that in a great many places it is now possible to touch, see and smell flowers from FleuraMetz. Development is also noticeable in the Blueroots initiative that FleuraMetz has set up with the Dutch Flower Group. The intention is to make this the leading trading platform in the horticultural sector. We can see healthy growth and young people joining the team and the management. Step by step, FleuraMetz is opting to create a more diverse upper echelon. The organisation has followed the current need for “agility” with the introduction of stand-up meetings. In addition, it connects with the outside world through its own “Newsletter”, glimpses behind the scenes on its blog, do-it-yourself guides and Instagrammable bouquets.

www.fleurametz.com

Dutch Flower Group, Aalsmeer The Dutch Flower Group has a strong identity as a family business.

This year, the company even won the Family Business Award from the Stichting Familie Onderneming (Family Business Foundation). CEO Marco van Zijverden enjoys a bit of competition, ‘that makes employees proud of their company,’ he said to VNO-NCW. The jury called the group a shining example of Dutch entrepreneurship. Dutch Flower Group is the largest flower exporter in the world with over 30 subsidiaries. Despite its size, the company has preserved the characteristics of a family business, such as short lines of communication within the organisation. International expansion is significant. After Germany, France and the UK, the Dutch Flower Group now wants to get a foothold in the US as well. In order to do so, it has joined forces with The USA Bouquet Company this year. Dutch Flower Group aims to fulfil the wide-ranging responsibilities that come with this leading role. The company embraced the Floriculture Sustainability Initiative (FSI) in 2012. The members of this international initiative aim to buy and trade at least 90% sustainable flowers and plants by 2020. With its own Academy and master classes, the company is seeking to connect with schools and universities, and thus attract new talent. The Dutch Flower Group unites exciting new talent in the Dutch Flower Power Group.

www.dfg.nl

26

Dümmen Orange, De Lier Connecting the world through the language of flowers: that is what Dümmen Orange wants. The international breeding company achieves this by making use of science and the newest technologies. It invests in people and in technology. Dümmen Orange aims to influence what ends up on the shelves, by thinking in terms of the entire value chain and offering flowers and plants from growers all over the world. A global player, Dümmen Orange is quickly expanding, particularly in upcoming markets such as Brazil, China and India. For this purpose, considerable investments are being made in research and development of crops in its own laboratories, as well as its own library of varieties and its own genetics. With a head office in De Lier, this company is professionalising its employers and systems as well. The culture within this breeding company is pro-active, with a strong appreciation for individual ideas, collaboration and transparency. Dümmen Orange has its own Leadership Programme and master classes for its employees, offered by trainers from the company and from renowned institutes like the Nyenrode Lean Institute.

www.dummenorange.com

Delphy, Wageningen As knowledge organisation in worldwide agriculture and horticulture, Delphy holds the expertise for growing all kinds of varieties, and is by far the biggest player in its field. The company knows like no other which growth conditions are needed to get maximum returns on cultivation, and advises growers all over the world. Delphy knows everything about sustainable growing, energy-saving options, fertilisation, pest control and monitoring crops.

Smart cultivation and crop software play an important role in this. It tracks crop growth with its own monitoring tool, which growers can consult continuously. However, Delphy knows that in addition to knowledge, people are the most important aspect in remaining successful. In an organisation of experienced experts, the aging of the work force is bound to be a factor. Therefore, rejuvenation is one of this company’s main themes.

Almost exclusively millennials are hired, who are given a lot of freedom, confidence and responsibility. The sustainability policy is aimed to appeal to this new generation: the vehicle fleet is largely electric, and air travel is limited by making more use of online options, such as video conferencing and remote monitoring. Advice is and remains a human task, so in addition to a focus on knowledge innovation, there is also a focus on social innovation. This allows for the development of young employees in the internal Young Professionals Group.

www.delphy.nl

BE Fresh Produce, De Lier BE Fresh stands for doing things differently. Making the difference in food and lifestyle, because people stay fit and vital by eating healthy. More than eight years ago, BE Fresh Produce was founded with the idea of going one step further than others. Staying fit and vital with healthy food, which BE Fresh is happy to deliver. BE Fresh is proving to be successful at this. In August, it moved to a new location, three times the size of the old one. The company offers top quality, a broad and healthy product range and specialises in remote destinations like Kuwait, Lebanon, Jordan and Ghana. Therefore, smart technology is needed with a closed cooling chain, ultra-fresh packaging and tracking of the storage conditions. The BE Fresh team mainly has young employees that started out with little to no experience in the industry. In this way, a team was formed ready to get to work according to the company’s operating philosophy. Employees are challenged to think about targeted goals for their departments. They can develop further with the help of an online training regular sports clinics, Friday afternoon lunches and drinks.

www.be-freshproduce.com

27

Beekenkamp Group, Maasdijk Beekenkamp Group is a specialist in three fields: young vegetables, pot plants and bedding plants, as well as packaging and chrysanthemums.

Every year, two billion young sprouts leave the greenhouses of the Beekenkamp Group family business. It is with good reason that the company has become the global leader in chrysanthemum cuttings. More than half of its turnover comes from abroad, with production locations in countries like Ethiopia and Uganda.

Beekenkamp is increasingly being inspired directly by the consumer. For nearly 70 years, this family business has always been at the forefront of innovation. Indeed, without innovation, there is no business. Innovations range from new trays to new cultivation methods and unique varieties. In cooperation with universities and knowledge institutes, the company continuously works on new cultivation methods, new breeding techniques and plant resistance. In their own LED cells, optimal conditions are researched for grafting tomato and cucumber plants. Beekenkamp Group also has its own IT department with specialised developers. Recently, it also invested in five new cutting sticking robots.

The company likes a personal approach, short lines of communication and ambitious employees. Marketing manager Sirekit Mol of Beekenkamp Group, was, for example, the only Dutch and European person to make the ‘Forty under 40’ list on the online platform Greenhouse Product News.

www.beekenkamp.nl

Anthura, Bleiswijk The orchid in your windowsill might be from Anthura. This true family business from Bleiswijk was founded 80 years ago. Today it has become one of the top players in floriculture breeding of orchids and anthuriums. The breeder works with hundreds of growers worldwide.

Anthura has also discovered the secret behind these flowers, unravelling the DNA of these two ornamental plants. With this genetic knowledge, Anthura wants to produce improved, fast and sustainable new varieties in the future. Years of experience, expertise and development allow the company to offer a vast range of colourful varieties. To ensure worldwide growth, Anthura has its own production locations and laboratories in countries including China, Germany and Macedonia.

Anthura shares its knowledge with peers through GenNovation, a partnership between multiple companies to share research and results. Well-trained people with specific knowledge work for this grower and breeder. As an exception in horticulture, Anthura is a real women’s company with more women than men working there. Maybe this prompted the company to create its online inspiration platform where flowers, plants, interior and styling all come together: Bloomifique. Since most buyers of flowers and plants are actually women, this may well become a great success.

www.anthura.nl

Agro Care, Maasdijk As the only tomato grower in the SUB40 region, Agro Care goes far beyond the image of a traditional nursery business. These horticultural entrepreneurs know what’s what: it is not by chance that looking after people and the environment are at the core of their business strategy. Agro Care achieves this among other things by opting for greater sustainability. Not only the Dutch production location uses geothermal heat instead of natural gas, their overseas production locations are producing according to the “Dutch model” as well. This means that Agro Care uses 50 to 70 percent less water than other companies in Southern Europe. Food waste is combatted by processing lost tomatoes, which have dropped off the truss, for example, into a pulp that can be used for soups, pizza or ketchup. With associated companies in software, sales, barrels, processing and an in-house temp agency, Agro Care wants to attract motivated people in order to cover the whole playing field. Their future talent is trained in-house. With internal training courses, mentoring by senior staff and an external training programme, talented young people can develop their skills. This way, employees can achieve their maximum capacity for growth. This company follows current thinking: a good life-work balance is something it regards as essential.

www.agrocare.nl

28

AAB, Naaldwijk AAB stands for advisers, engineers and estate agents in horticulture and technology. This company does not focus on the consumer, but on successful top entrepreneurs that want to invest in high-quality horticulture technology. Dutch expertise is on the rise in the Western world.

In a world in which the demands of entrepreneurs are ever higher, AAB The Netherlands knows everything about horticulture technology. Their know-how ranges from developing greenhouses in which crops can be grown in extreme climate conditions, for example at -40°C in Canada, to developing hybrid buildings and climate cells. All over the world, AAB has top clients in horticulture, electricity, geothermal energy and sustainability. Internationally, this company believes there is much potential for growth. However, this calls for the right knowledge, capacity, skills and flexibility required by the international client. Advisers, engineers and real estate agents that work here are mainly specialists with a solid technical background. AAB supports them in this by investing in the necessary skills and experience. In this growing company, young advisers are given much independence from the start. Department heads coach them, but are not the leaders: employees are responsible for their own assignments.

However, they are required to be available at the office full-time.

www.aabnl.nl

4Evergreen, Steenbergen 4Evergreen is an all-round specialist in bell peppers. This strong family business has a young generation at the helm and is leading in bell pepper cultivation. In doing so, it is driven by sustainability, quality and organic farming. 4Evergreen has six locations in Westland, North Brabant and Zeeland and its own packaging hall. It specialises in cultivating organic bell peppers. The company is making its large-scale greenhouse cultivation more sustainable by using natural solutions, such as organic coconut mats on which the bell peppers can grow. 4Evergreen also has a leading role in sustainably grown bell peppers. It develops innovations, such as the organic grown sweet peppers that are finding an eager market the US. Innovation is this company’s strength. It continuously innovates in technology, processes, products and markets. Examples include the recent lighting experiments that allow bell peppers to be grown under lighting all year long. To this end, 4Evergreen purposefully hires young people and is focused on the development of its employees.

www.4evergreen.nl

Heemskerk fresh & easy, Rijnsburg What should we have for dinner tonight? Food has become more important for people. Moreover, more and more people in the Netherlands are paying attention to healthy eating. Increasingly, they want to know where their food comes from and what it contains. Heemskerk fresh & easy tries to provide answers to these questions by making healthy food easy and accessible. It services around 20% of the Dutch market and its size allows it to invest in innovation while keeping prices competitive. The first robots have been given a place in the company, both in production and in logistics. The entire process, from raw material to consumer, is significantly digitised. Smart question prediction software further anticipates the customer’s wishes and keeps food waste to a minimum. W. Heemskerk explicitly looks for talent in other industries than horticulture. Recruitment of new employees is based, among others, on the target group the person will be dealing with in their position. Students employed by the company often stay on at Heemskerk fresh & easy after graduating. As a result, 90% of the managers at the company are under the age of 40. With fresh produce kits and poké bowls in its range, Heemskerk fresh & easy has a good sense of what (young) customers want.

Heemskerk fresh & easy

29

Florensis is an innovative, fast-growing second generation family business. We are specialized in the breeding, production, supply and sales of high quality starting materials for professional growers.

We are currently looking for enthusiastic and motivated colleagues for the following jobs: • •

Our head office and modern, 100,000 m2 nursery are located in Hendrik-Ido-Ambacht (the Netherlands).

We also have production sites in Kenya, Ethiopia and Portugal and sales offices and partners all over Europe.

In addition to annuals, perennials, pot plants, primulas and violas, Florensis also supplies young plants for cut flowers worldwide through Florensis Cut Flowers in Rijsenhout (the Netherlands).

Grower Cultivation Specialist

Does this job appeal to you and would you like to be a part of Florensis?

Then apply with your resume to: recruitment@florensis.com.

We would like to get in contact with you!

Green Talent Florensis has approximately 2,000 employees worldwide, with around 200 working in the Netherlands. In order to grow and continue our high performance standards, development and ambitions, we are regularly in search of new enthusiastic colleagues!

More info?

Call our HR department: xx +31 078-6233200 or look at our website: www.florensis.com for other interesting jobs.

You can find more info in our Green Talent brochure or on our website under: Job opportunities

Obturo®

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THE IMPOSSIBLE MADE POSSIBLE

Fibre-Neth® plug-in-plug

So many challenges, so many possibilities. Together with our customers we continue optimising existing products and developing innovations.

Rooting

Coco

Potting soil & Substrates

Growbags

Forteco® Propagation Cube

Retail

www.vanderknaap.info

Van der Knaap Groep, Kwintsheul Coconut mats are an ecological paradise for plants. Van der Knaap Groep from Kwintsheul knows this like no other. This Westland-based family business knows how important it is to find ecological solutions for rooting cuttings and seeds. With the company’s roots in peat, they are now the market leader in coconut substrates, as nurserymen are increasingly demanding sustainable solutions. Van der Knaap Group has supplied the entire chain for 35 years: from raw material to end product. To do so, it uses organic raw materials, products that have less of an impact on the environment. Van der Knaap has grown a lot in recent years and aims to conquer the rest of the world with its coconut products. In its own research centre, the Kas, new products and cultivation concepts, including Vertical Farming techniques, are being developed. The Kas is also an accredited training company, which offers plenty of internships at various educational levels. This family business highly values loyalty and dedicated employees. Employees with their own opinion and ideas will feel right at home here. Last year, the cultivation company launched ‘the best idea of...’ where an employee’s idea was chosen and executed.

www.vanderknaap.eu

Van der Ende Groep, Maasdijk A new generation is at the helm of the Van der Ende Groep. The company has thus matured, but not aged. This technology supplier prefers inspiring, coaching leadership as opposed to a strict hierarchy. In ‘BrainBoostRooms’ employees in the building can unleash their creativity.

Ambitions in the realm of innovation are also non-negligible. Van der Ende Groep aims to launch one or more entirely new products every year. Such as the sodium remover, The Poseidon, that received the GreenTech Sustainability Award this year. To think about sustainable solutions beyond the Netherlands, Van der Ende Groep is for example setting up drinking water projects in South Africa, where systems filter unwanted elements, like sodium, from the water. A crash course given to the local population provided a direct transfer of knowledge. Ultimately, the new office is evident proof of growth: Van der Ende Groep doubled its turnover in four years’ time.

www.vanderendegroep.nl

Ter Laak Orchids, Wateringen Ter Laak would like to see its Phalaenopsis distributed all over the world. An ambitious goal, with which Ter Laak Orchids is trying to distinguish itself. Its focus is on teamwork, top quality, innovation and sustainability. In collaboration with Wageningen University & Research, the company built the Daylight Greenhouse: an insulated greenhouse that stores and uses solar energy, in combination with hybrid LED lighting. As with the crooked cucumber, imperfections in orchids are not a good reason for waste, according to Ter Laak. Therefore, the company developed Authentic Orchids: plants that are just short of Decorum top quality, but authentic. These flowers can be presented as unique business gifts, for example. Next to the Daylight Greenhouse, Ter Laak will open an inspiration centre in 2019. There the company will share sustainable knowledge and aims to develop even more innovations.

This centre will also attract young talent. The Young Potential programme will guide young people in the company. In the future, the company hopes to be a reflection of young talented people, experienced workers and people who are distanced from the employment market.

www.orchidee.nl

31

Breeding to feed the world

Doing business successfully in horticulture starts with the right vegetable variety or concept for the right market. At the right time.

In order to achieve that, research and cooperation are essential. Internally with colleagues and externally with growers, retailers, traders and consumers.

Anticipating developments Successful entrepreneurship is also anticipating future developments. The rapid growth of the world population in combination with a declining area of good agricultural land and the changing climate, will put enormous pressure on food availability and safety.

xx

prevent unnecessary food waste. On the development of organic vegetable varieties. On more efficient, sustainable and reliable cultivation and processing methods. And on extreme climate and other conditions, such as heat, drought or salty soil.

The result Future proof varieties That is why our breeders focus not only on taste and nutrients, but also on productivity and resistance to diseases. On strong, reliable varieties that require less plant protection products, water or artificial fertilizer during cultivation. On long shelf life to

enzazaden.com

By doing so, we jointly ensure that we grant people access to healthy, varied food. Wherever they live on the world. And in the most possible sustainable way.

Royal Lemkes Group, Bleiswijk At Royal Lemkes, they believe in plants - and it looks like more and more (young) consumers do as well. In a plant business, the operations naturally have to be green as well. Royal Lemkes aims to be climate-neutral in 2020. The company bundles the transport of its growers to the distribution centre, reducing its supply logistics by 40,000 kilometres. After the introduction of solar panels, LED and heat pumps, the company now also stores its green energy.

Employees can tap from this stored energy for their personal use. Royal Lemkes is rapidly expanding and taking on new people: about twenty young graduates in recent years. The company’s ‘Plantify Academy’ offers education in the context of ‘lifelong learning.’ When these (young) people start working at the company, they can expect inspiration sessions and workshops, on topics such as stress and healthy eating. The company has its eyes open when it comes to innovation. For instance, it acquired a share in the start-up Sprinklr, a web shop for plants. In the future, more innovative businesses can count on Royal Lemkes’ interest.

www.royallemkes.nl

Royal Brinkman, ’s-Gravenzande Upwards and onwards. That is the idea behind the horti-company Royal Brinkman, a trade platform for worldwide greenhouse horticulture.

This is a family business in heart and soul, which knows like no other what the customer, and especially the grower, wants. Royal Brinkman supplies its products directly to growers, by means of a one-stop shop model in which customers can enter their wishes via a web shop and platform. This company wants to grow even more, especially in crop protection, on home ground in the Netherlands, but worldwide as well. This calls for innovation: new products, new cultivation concepts, but also new e-commerce tools. New locations are now being opened all over the world, from Australia and Morocco to France. It is with good reason that this company, with its many young employees, was listed for the past few years in the Elsevier Top 500 of largest companies. With an inspiring employer comes an inspiring work environment, from modern flexible workspaces to healthy fruit in the break room. At headquarters in ‘s-Gravenzande, South Holland, employees can regularly partake in training sessions and courses, including its own horticultural in-house training.

The family business likes short lines of communication and works with people who want to make the difference. As they put it: ‘knowledge is handy, but can always be learned - the right attitude, cannot.’

www.brinkman.nl

Priva, De Lier Creating an optimal environment for both people and plants: that is what Priva strives for. The company provides healthy climates in various locations, from hi-tech greenhouse complexes to the North Building at Utrecht Central Station. These include solutions for residences as well as a hotel, but also the Anne Frank House, for example. With such varied assignments, Priva has many challenges to offer (new) employees. In the future, Priva’s indoor growing techniques will become increasingly relevant. The company provides climate solutions, from vertical farming towers to breeding containers, creating the best and as much food as possible for as many people as possible. Together with the technical ecosystem Innoveins, Priva is setting up several innovation cluster(s) for data applications and robotised cultivation applications in soft fruit and greenhouse horticulture. This will take shape at the Brightlands Campus Greenport in Venlo. The ‘Sustainable Urban Delta’ initiative profiles the Netherlands as a metropolis that wards off challenges in the field of water, food, energy and mobility. This depiction is becoming increasingly relevant due to climate change and urbanisation. The initiative was presented to the government. This presents the opportunity to work in a socially relevant environment at Priva.

www.priva.com

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Enza Zaden, Enkhuizen De Enkhuizer Zaadwinkel was founded in 1938. This was the store where it all started for Enza Zaden. Nurserymen, but also people that maintain an allotment garden, could go there for seeds for vegetables, potatoes and legumes. Eighty years later, this vegetable cultivation company is better known under the name Enza Zaden. They produce and sell vegetable crops, such as lettuce, bell peppers, tomatoes, cucumbers and onions, worldwide. Through massive investments and close contacts with scientists and universities all over the world, Enza Zaden is fast becoming a life science and technology company. Over 30 nationalities work at the head office in Enkhuizen alone. Furthermore, Enza Zaden stands for fair trade and supports small nurseries with its knowledge in countries like Ethiopia and Indonesia.

With its own Enza Academy and its own laboratory, Enza Zaden plays into the increasingly quickly changing list of wishes and demands in international horticulture. They challenge their scientists to excel.

www.enzazaden.nl

Dool Industries, Monster Dool Industries does not sell lamps but growth, as shown by the Hillenraad100 last year. The assimilation lighting company opts for smart techniques, to save the environment for future generations. The Dool board of directors is young, and that shows in the direction the company is taking. The company is not afraid of new technologies and has jumped on the Internet of Things with the smart light system HortiSense. Dool is also leading in LED lights and the company has dedicated a new line of research and advice to this: LED’S RESEARCH! Dool uses the research results to advise clients on the use of LED lighting in greenhouses and among others, Vertical Farming. The latter is a great, future-proof way, to grow crops - a future alternative to the classic Venlo greenhouse. The company supports its employees in their personal development by offering courses and education programmes. The Dool Industries Academy is proof of that. The young board of directors has a strong sense of corporate social responsibility. To the world, but also to its employees, who can feel free to work with Alternative Workplace Strategies. Work is no longer done from 9 to 5 in an office, and at Dool they get this.

www.doolindustries.com

Delft Research Group, Delfgauw The companies that make up the Delft Research Group combine technology, knowledge and research in a unique way. Research results are linked to practical consulting: this is the key strength of this approach. Delft Research Group assists the chain with advice and action.

They work on two core themes: plant production and food safety. Topics that will certainly gain in importance in the future. The group is increasingly shifting its attention from the laboratory towards data processing and consultancy. This is demonstrated, for example, by the Netfeed and Residuweb platforms. The group also innovates in the area of sensors and the application of robots. Within the organisation, the Delft Research Group is creating self-managing teams that are managed with the aim of being goal-oriented and simultaneously ensuring customer satisfaction. Contacts with the academic world ensure that highly educated new employees are attracted, also from outside the horticultural sector. Interns and students are given ongoing sector-specific training within the group.

www.agrocontrol.nl

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Certhon, Poeldijk Combining plants and technology: that is Certhon’s expertise.

The supplier of modern greenhouses and installations wants to create optimal cultivation environments for plants worldwide. In this way, they aim to contribute to a solution to the global food problem of the future.

This company role could become a leading role: Certhon has a lot of in-house technology and continues to develop that technology. Will we see a future in which floriculture can grow without daylight? It will at Certhon. In the company’s ‘Indoor Farm’, plants are grown under LED lighting in a climate regulated by cooling ceilings and air treatment. The PlantyFood cultivation method enables growers to grow vegetables without daylight. The company’s motto: from global warming to global farming. Every two weeks, the company hosts the Certhon College, a programme in which an employee shares their experiences and expertise. In this way, the company reduces the distance and borders between departments. Talent programmes and education programmes focus on recruiting and training new (international) talent. The Certhon Innovation Centre will also be recruiting technical talent. The Westland-based family business has plenty to offer innovators and ambitious technicians who want to think about the major questions of the future.

www.certhon.com

Artemis Nurseries, Honselersdijk Van den Bos Flower Bulbs is the Artemis Group’s pride and joy.

The company’s mission is none too modest: Van den Bos wants to be, and remain, the best bulb company in the world. A strong position in emerging markets in Asia and North and South America should bring the company closer to its goal in the coming years. The company operates in the US, Canada, China, Chile and Australia. In these markets, it can introduce many new flowers with a large number of (semi)exclusive licences, including certain types of lilies and freesias. The flower bulb industry is not yet the most sustainable industry of the Netherlands. Van den Bos Flower Bulbs is trying to stand out and is making steady progress in this area. The company has appointed (as the only flower bulb company in the Netherlands) a sustainability manager to determine Van den Bos’ ecological footprint. Furthermore, the grower experiments with growing bulbs without fertilizer or pesticides. In doing so, the company wants to gain experience with organic flower bulb cultivation.

Van den Bos is constantly looking for talent inside and outside the industry, for example, when it comes to positions in marketing or finance. The company’s international contacts are helping to make it a truly global company.

www.artemisnurseries.com

Bosman Van Zaal, De Kwakel Bosman Van Zaal has a mission that focuses on the growing need for efficient energy consumption, clean water and healthy food in the future. New cultivation methods, energy and water systems and high-quality greenhouses have to accomplish this mission. To this end, the company also taps into new, related industries that apply horticulture technology. These include agriculture, forestry, pharmaceuticals and cosmetics. Bosman Van Zaal expects to achieve growth in these industries as well. A drastic incident, the fire of the company’s factory in 2017, still has a bright side. The digitisation and automation of processes are being implemented in the new building at an accelerated pace. An example: the 3D printer will enable clients to see and touch a product at an early stage. To attract skilled technical professionals for growth and development, Bosman Van Zaal collaborates among others, in the networks Technet and TechnoSpitsen, to interest students in tech jobs. Plenty of challenges to be tackled here.

www.bosmanvanzaal.com

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We share Tatiana’s entrepreneurship and passion for vegetables xx

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Tatiana Ovsyankina worked for a retail company in Russia for 15 years. It made her realise the big potential of the country’s fresh cut vegetable segment, and she decided to start her own processing company. During her market research she soon came across the name of Rijk Zwaan, as the market leader in lettuce seeds. They could help her by providing a wealth of information and a worldwide network of specialists. The collaboration developed further and grew into a real win-win situation. Together they seize opportunities and work to improve quality and convenience in the Russian vegetable category.

It is Tatiana’s ambition to take Russia’s fresh cut segment to the next level. Rijk Zwaan – a worldwide player in vegetable breeding – shares this ambition. We are working together towards a healthy future. Learn more at rijkzwaan.com

Viscon Group, ’s-Gravendeel At the various companies that are part of the Viscon Group, you will see people working daily on new ideas for horticulture, to automate production processes in food and agriculture. More than 250 employees work every day for worldwide clients, in more than 77 countries, on smart solutions, such as robotized farming. A significant advantage of the many companies within the group is the large international network they have created. This company is the epitome of innovation. One of its most significant breakthroughs of the past year is AutoStix, which brought automation of transplanting cuttings to a new level. Innovation requires young people, hence the average employee age of 38. These young people are being prepared and coached by managers to take on a leadership role. This new management style is also evident in Viscon’s handling of work-life balance. As long as the agreed upon is achieved, other dreams can be pursued as well. Viscon places a high value on sustainable entrepreneurship, including making containers with materials and machines available to entrepreneurs from developing economies. This enables them to start their own young plant nursery easily. This globetrotter is a right SUB40 company, in everything it undertakes.

www.viscongroup.eu

Van Gelder groente & fruit, Ridderkerk Van Gelder is growing very fast. We like to paraphrase Mayor Ahmed Aboutaleb, who wished Van Gelder the best of luck with the creation of its new building, one of the five most sustainable buildings in the Netherlands. As the Netherlands has to stop using gas, Van Gelder has made a start: the building has no gas connection. Together with internal transport company Vanderlande, Van Gelder is installing a logistics shuttle system in its new building. This system should ensure that the products get to the people, instead of the people, to the products.

Another simple but effective decision: for future talent, the new Van Gelder location is more accessible by public transport. According to this agricultural specialist, fruit and vegetables are the future when it comes to sustainability. Not only can people make a big difference in their food choices, but Van Gelder has also accelerated this process through its partnerships. For example, the company works with Van der Valk Hotels to get more vegetables on the plates in hotel-restaurants. Also, for those working in this new, hyper-modern building, Van Gelder promises that every employee will secure a suitable role. Instead of a traditional, clearly defined position, this will be a role with a clearly defined goal.

www.vangeldernederland.nl

Rijk Zwaan, De Lier The secret to Rijk Zwaan’s success? ‘The people that work there,’ director Marco van Leeuwen replied to the newspaper Algemeen Dagblad in 2017.

The international vegetable breeding company, which is active in 30 countries, not surprisingly has the primary goal of making sure the employees are satisfied.

They also receive good pay and a permanent contract, which is unique in a time of increasing flexibilisation of the labour market. Within the company, employees are given a lot of freedom for entrepreneurship with their teams. They also have another option for offering input: the Blue Ocean Team collects ground-breaking ideas from within the organisation. Inspired by these ideas, Rijk Zwaan develops more and more new vegetable varieties and product applications. The seeds of these varieties are sold to growers all over the world. This process requires extensive market knowledge and refined techniques. Robots, artificial intelligence and drones are therefore used a lot here. Thirty percent of the turnover is invested in research and development, guaranteeing lots of growth and expansion opportunities. Rijk Zwaan also has his own Academy with 80 course programmes and internal facilities that are a perfect fit for such a large company. These include their own company doctor, free sports activities and their own family festival. Elsevier listed this company as one of the smartest companies in the Netherlands.

www.rijkzwaan.com

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Management Consulting in Horti Business

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www.HillenraadPartners.nl

For technical innovations. For talent. For you.

www.certhon.com/werken-bij

Nature’s Pride, Maasdijk The exotic fruits and vegetables that Nature’s Pride imports to Maasdijk come from all over the world. This trading company gets its products from over 70 countries and has another trump card up its sleeve as well. Nature’s Pride has the largest, most advanced facility in the world, in which the widely popular avocado and mango can ripen to perfection. To beat the world of fast food, and to opt for a healthier world, fruits and vegetables have to be tasty and ready to eat - that is this company’s philosophy. This is only possible by continuously collecting and analysing data and information with the help of IA companies and Wageningen University. In the future, the Maasdijk-based company wants to specialise further in the increasingly popular berries, soft fruit and ready-to-eat fruit. Not only does Nature’s Pride want its customers to be healthy, it also takes good care of its employees. For example, employees can stay in shape by going to yoga and, and they receive a healthy lunch every day. At Nature’s Pride Academy, employees work on their ambition by following management development programmes and taking professional courses. This dynamic company exudes growth and health.

www.naturespride.eu

KUBO Greenhouse Projects, Monster The hi-tech greenhouses by Kubo Greenhouse Projects have much potential. A growing global population calls for efficient food production.

Kubo contributes to this with knowledge, technology and innovations. The Kubo greenhouses use as little energy and water as possible. The Ultra-Clima greenhouse is a semi-closed greenhouse - a concept in which Kubo is the market leader. In 17 countries, the company has already built over 422 hectares of semiclosed greenhouses. In addition to helping with the construction of greenhouses, Kubo Greenhouse Projects also supports clients in developing an accompanying business plan. Kubo Smart Growing is the data-driven side of the company, which aims to maximise greenhouse yields all over the world. A maximum yield is not enough, however: growing in greenhouses must also become easier, more accessible to a broader audience. That is the only way we can feed the whole world, according to Kubo. At the Ultra Clima Convention, knowledge is exchanged within the industry. For employees, Kubo is a good, stable employer. The company stands out with its growth opportunities, education programmes and training, and a TOPFIT programme. Part of this last programme includes fruits and vegetables in the workplace and remarkably: pressure point massages. On the top floor of the new company building, Kubo Greenhouse Projects has 40 new workspaces available. A clear signal: the company projects much growth and wants to attract new talent.

www.kubo.nl

Koppert Cress, Monster Innovative, inspiring and ambitious: Koppert Cress is a delicious company. After conquering gastronomy, now caterers and institutional users, like hospitals, are being treated to a healthy catering product range.

The goal is for a healthy diet - without pre-packaged products - to be available to everyone. Moreover, the company not only offers those healthy sprouts, it also wants to reinvent them. Every year, Koppert Cress adds at least one micro vegetable to its product range. This has definitely resonated: health is in everywhere, and especially among a new generation. The Netherlands has to become the leading healthy country, but the rest of the world has to get on board too. The Koppert Cress Earth initiative is meant to make Koppert Cress products available for local consumers everywhere in the world. The family business is growing fast and is therefore switching to a new form of leadership: servant leadership. Responsibility lies low in the organisational structure, not only at the top. Collaboration and talent development are important pillars as well. Furthermore, an organisation that promotes health also comes with healthy employees. The company therefore runs a ‘health management’ programme to encourage a healthy lifestyle for all employees - which includes more than just a healthy diet.

www.koppertcress.com

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Partners with Nature Koppert Biological Systems contributes to better health of people and the planet. In partnership with nature, we make agriculture healthier, safer and more productive. We provide an integrated system of specialist knowledge and natural, safe solutions that improves crop health, resilience and production.

Tel. +31 (0)10 514 04 44 info@koppert.com

www.koppert.com

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The Beekenkamp Group has loads of ideas, locally and in large international projects. We remain innovative by continuous research.

Together for the best results Beekenkamp Plants Beekenkamp Verpakkingen Delior Chrysanten

Koppert Biological Systems, Berkel en Rodenrijs Koppert Biological Systems is a family business par excellence. In the 1960s, cucumber grower Jan Koppert suffered a lot from headaches and allergies. He soon realised that they were being caused by the pesticides that he used to grow his cucumbers. He and his son looked for a natural alternative. Now, Koppert Biological Systems has expanded to become a global market leader in organic pesticides. What’s more, the company has the zeitgeist on its side: food can be produced in a safe and healthy manner, with natural solutions, using organic pesticides. The company continues to expand. Last year, five members were added to the board of directors, three of which under the age of 40. New divisions were set up for new product groups, whereby innovation still plays a significant role. Koppert Biological Systems tracks diseases and natural threats using, among others, data software and drones. This knowledge-intensive company has its own experience centre to share its expertise with the world. In this way, everyone can learn better how to grow and cultivate crops. Young talent is offered a solid, threeyear HBO+ (higher professional education) programme and through the Koppert Academy, employees can continuously update their professional skills.

www.koppert.com

JEM-id, Honselersdijk JEM-id stands out in the SUB40 list as a specialised provider of digital solutions in the world of horticulture. The company wants to bring the industry to a higher (digital) level. This is not a crazy idea in an industry that has progress to make when it comes to IT, according to JEM-id. The company has high ambitions to bring horticulture up to a higher level in the world of digital solutions and platforms. The industry could use this new initiative. JEM-id works with Royal FloraHolland in FloraXchange, a trade channel in which exporters can directly do business with growers. With this partnership, the company has created an effective way to support digitisation of floriculture in the industry. Many things like purchasing and sales can be done much faster, according to JEM-id. The young company has no hierarchical structure, which can benefit an IT company much more than strict rules.

For example, the company no longer has (fixed) days off. Instead, the employees themselves can determine when they need a few days off. JEM-id not only focuses on internal learning and innovation; clients (and the clients’ children) have to be up to date as well. For this purpose, JEM-id set up a tech event for learning how to programme, sessions about cybersecurity and neuromarketing - influencing the mind subconsciously. In this digital playing field, it is all about making fast progress.

www.jem-id.nl

Bunnik Plants, Bleiswijk A plant in every home - a Bunnik plant if possible. This is what Bunnik Plants wants. Because plants make a living room cosy, healthy and happy, according to the pot plant grower from Bleiswijk. The company produces a considerable number of plants per week, around 600,000, all in an energyneutral and maximally organic way. This is good for the environment, and exactly what the customer wants. Bunnik Plants is a straightforward company with a ‘superflat organisation’. Team spirit, entrepreneurship and a professional attitude are highly valued at this company. Stars and divas might not feel as comfortable here, as behaviour can ‘make or break you’. This does come with a huge amount of freedom.

Flexible working hours and working part-time are no problem at this company.

Bunnik Plants is also one of the few companies in the horticultural sector that really work with self-managing teams. Teams themselves get to determine what, how, when and who. There are no secrets with this pot plant grower: employees know exactly how the company is doing. Real-time, they track which team earned what per week. Bunnik Plants also shares its successes: 25% of the profits go to the employees.

www.bunnikplants.nl

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Connect to our Trade Fairs in 2019 January March April September November

9 & 10 6&7 3&4 11 & 12 6, 7 & 8

Winter Fair Trade Fair Naaldwijk Spring Fair Autumn Fair & OrchideeĂŤn Plaza Trade Fair Aalsmeer

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An initiative of

buzzwords

ADVANCED HORTICULTURE EXPRESSIONS 5. PROPAGATION (PROPAGATION SYSTEMS) Horticulture constantly has a need for more plants. In simple terms, propagation is creating more plants from one plant. A distinction is made between vegetative propagation (removing a piece of the plant and cultivating it further) and generative propagation (generic reproduction via seeds).

THE EXPLANATION OF WORDS AND EXPRESSIONS IN THE LAND OF HORTICULTURE Since the early 50s of the previous century, when growers sold a handful of tomatoes, cucumbers or chrysanthemums directly to the auction, buyer, grower or citizen, horticulture has undergone a development of explosive proportions. Dutch horticulture entrepreneurs grew into world players, employing thousands of people, and no longer committed themselves to the production of one single product.

6. SUBSTRATE A substrate is (artificial) ‘soil’ in which plants can grow, made of rock wool, for example made of rock wool, polyurethane foam or coconut shell. The advantage of this type of ‘soil’ is that a grower can easily add nutrients to it and remove any unwanted substances.

This results in a more sustainable use of nutrients and water because the grower can determine precisely what the plant requires.

7. CULTIVATION ALL YEAR ROUND The Dutch climate does not support an all year round harvest.

Through the use of greenhouses, climate control and assimilation

Due to the growth of the sector, the jargon grew as well. What will

lighting, cultivation conditions are created in the greenhouse in

sound logical to horticulture entrepreneurs will be mumbo-jumbo

order to grow and harvest throughout the year.

for (many) others. For those interested in the horticulture sector and are aiming to impress, it can’t hurt to become familiar with the

8. VERTICAL FARMING

occasional buzzword. According to the HillenraadSUB40, these are

Vertical farming is the production of food in vertically stacked layers.

the technical terms, or buzzwords, regarding the most important

The advantages are: saving space and water, as well as creating a

trends in horticulture that you must be familiar with to play along.

controllable climate. This method is regarded as revolutionary where the food problem of the future is concerned. It also enables the

HORTICULTURE EXPRESSIONS FOR BEGINNERS 1. IMPROVE

production of food in the city.

The improvement of plants means that they are being made as suitable as possible for people and their user requirements. In this

ABOUT PROCESSES AND METHODS 9. ‘LEAN’

respect suitable means: as healthy, tasty, beautiful or strong as

Who doesn’t work ‘lean’, with ‘lean projects’, ‘lean teams’ or ‘lean

possible. The simplest way of improving is by picking the best plant

manufacturing’? Many horticulture companies appear seized by the

from the group and cultivating it further. However, cross-fertilisation

management philosophy that promises the least possible waste

and propagation are also part of the process. Not to be confused

(with obviously maximum results).

with gene technology.

10. STATE OF THE ART 2. GROWERS AND CULTIVATORS

‘State of the art’ refers to the highest level of development, the

Is there a difference between growers and cultivators? In the

very latest. Companies in the horticulture sector often use this term

Netherlands both terms are used synonymously. Even the Van

to indicate that the company is at the forefront and not afraid of

Dale (Dutch dictionary) regards ‘teelt’ and ‘kweek’ as cultivation

innovation and modernisation.

which is the sowing or planting of and caring for plants. In practice ‘cultivating’ is mostly used in combination with young plants

11. INTERNET OF THINGS

while the term ‘growing’ is mostly used for the cultivation of (end)

What company would deny being busy with big data, blockchain

products such as roses, tomatoes or orchids.

and the all encompassing Internet of things? Strictly speaking, the Internet of things refers to the connection between everyday

3. FLORICULTURE

equipment, the internet and each other in order to send and receive

Floriculture is the growing of (or cultivation of!) ornamental plants

data. In horticulture they want to discover the secrets of plant

in the open field, under glass and in plastic tunnels. Floriculture

growth using many smart sensors.

encompasses the growing of flowers, plants, bulbs, trees and, dependent on who you ask, turf.

12. SELF-MANAGING TEAMS Horticulture is leading the way where technical developments are

4. HORTICULTURE

concerned. Likewise, the sector is certainly not lagging behind in the

‘Horticulture’ is a popular expression at companies within the sector,

workplace either. Self-managing teams determine their own goals,

but what does it actually mean? It is merely the English term for

methods and how tasks are divided among colleagues. The entire

market gardening. A typical example of using ‘manager’ because it

team is responsible for the results, and a specific manager or

may sound a bit more interesting than ‘supervisor’.

supervisor is not always needed.

43

THE SUCCESS OF STAR COMPANIES EXPLAINED Enviable results, lots of innovation, a comprehensive sustainability policy and more than satisfied employees. Nine horticulture companies head the list of ‘SUB40-magnets’ and display all the characteristics so valued by the younger generation. For this reason, they have been awarded the exceptional three-star rating in this special edition of the Hillenraad100. What is their recipe for success?

What are they doing differently?

article 44

Their secret? Martin Koppert of Koppert Biological Systems has to

It seems you can go a long way without a boss or a manager.

think about that for a moment. “Because there is not one single

This lesson also seems to have been learned at JEM-id, which

answer”, says the Agri Director of the crop protection firm, beaming.

provides digital solutions for the horticulture sector. Martijn van

It could just be, however, that awareness plays a major role.

Andel: “We work with self-managing teams, so that the teams can

The company seeks to contribute to better food and a better world

make use of everyone’s talents. We are a long way from a culture of

with purely organic products. “For many of our employees, that is a

organisational charts and bosses. Employees are the most important

reason to work here”, says Koppert. “It’s in our genes.”

thing here. Our bosses are our customers.” And with the freedom that self-managing teams bring, employees can take as many leave

So Koppert Biological Systems believes strongly in its own products.

days per year as they want.

This seems logical. Yet, according to Stijn Baan of Koppert Cress, not all tomato growers eat their own tomatoes, far from it. Baan:

Although three-star company Van Gelder groente & fruit does

“We are 100% behind our products too.” By which he means the

not work with self-managing teams, employees do not have

special vegetables that Koppert Cress sells to restaurants around the

rigidly defined jobs. What they do have is an appropriate role,

world. “We are constantly looking for new things, for products that

with a concrete goal to work towards. Seed breeder Rijk Zwaan

will surprise you. Not because there is a big market for them, but

also attaches great value to autonomy: “We offer people a lot

because we believe in them ourselves. We make things popular.”

of freedom in interpreting roles. This means that based on your ambition, you have the opportunity to create a role that perfectly

CUSTOMERS

matches your passion and wishes”, says Gabriël van der Kruijk.

Koppert Cress and Koppert Biological Systems both put their faith in promising products. Whereas the former is guided by its own

Kuiper likes to devolve a lot of responsibility to his (young) Kubo

intuition, Koppert Biological Systems is very much focused on

employees. “Everyone benefits from this. Besides the financial

its customers. “We are always looking for new solutions that our

results, it is reflected in very low sickness absenteeism, the fact that

customers want. As a family business, we make investments with a

people enjoy their work and that vacancies are quickly filled.”

long-term horizon”, says Martin Koppert.

BOLDNESS AND INNOVATION HAPPINESS IN THE WORKPLACE

According to Charlotte Langerak of Viscon Group, boldness and

It is very clear that star companies make happiness in the

innovation are the primary qualities that contribute to a company’s

workplace a priority. At Nature’s Pride, employees can work to

success. Langerak: “Dare to take a different approach, give the team

keep their bodies healthy with a daily healthy lunch and company

space, but also provide coaching and organisation. Our AutoStix

yoga and boot camp sessions. Wouter Kuiper, CEO of Kubo

project is very innovative, for example, based on a team made up

Tuinbouwprojecten (horticultural projects), also believes in a healthy

partly of experienced engineers and partly of talented youngsters

working environment: “Our employees work in a state-of-the-art

under the age of 40. Young people have been given the opportunity

building, with a good climate, where they have every opportunity

to make this project a success, while being coached by experienced

to get up and walk around; plus, we have a nature reserve right

managers and colleagues.”

outside.”

WHAT ABOUT THE FUTURE? FREEDOM

Continuous adaptation and innovation are the most important

Satisfied employees make for happy customers, says Thomas

constants at all nine companies with three stars. For example,

Bunnik, CEO/owner of Bunnik Plants. The key to his company’s

Koppert Biological Systems sees many more opportunities to make

success? Let people take part in how they perform their work.

other crops and products more sustainable in the future. JEM-id

“People don’t like being told what to do”, says Bunnik. Therefore,

wants to involve all the current players in the sector in a process of

four years ago, the pot plant entrepreneur introduced self-

digitisation. Moreover, the company teaches everyone an important

organising teams. The groups are given an objective and can decide

lesson: making mistakes is part of the process, as long as you learn

for themselves how they are going to achieve it.

from them.

PEOPLE DON’T LIKE BEING TOLD WHAT TO DO

45

With every step, you’ve kept ahead of the game.

Our industry expertise will keep you there.

has been acquired by

has been acquired by

M&A SELL-SIDE

M&A SELL-SIDE

Agriculture

Agriculture/Consumer & Retail Private Equity

has been acquired by

has been acquired by

MANAGEMENT ADVICE Agriculture/Construction & Engineering Services/Private Equity

has been acquired by

M&A SELL-SIDE

M&A SELL-SIDE

Agriculture/Consumer & Retail

Agriculture/Private Equity

has acquired

R12 Kapital AB has sold

has sold a minority stake to

to

has merged with

has sold a stake to

M&A SELL-SIDE

M&A SELL-SIDE

M&A SELL-SIDE

M&A SELL-SIDE

M&A SELL-SIDE

Agriculture/Private Equity

Agriculture/Private Equity

Agriculture

Agriculture

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Constantly monitoring market developments and taking well considered strategic decisions is what industry leaders have in common. With our extensive experience in mergers and acquisitions in the horticulture sector, we guide our clients to choose the right path. Firmly rooted in local soil and active worldwide, we identify opportunities that few others can, empowering them to realize their goals.

If you consider mergers, acquisitions or divestures as part of your strategy, we welcome the opportunity to exchange ideas with you. Contact our global sector experts Frank de Hek or Maarten Wolleswinkel.

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promises Bloomon

Selling bouquets via a subscription system makes the demand predictable and

the chain efficient. The convenience for the consumer is the carefree enjoyment of the most beautiful creations. Will this become the future?

Blueroots

One thing is for certain, platforms will be playing a crucial role in the sale of

horticulture products. Will this make us dependent on large names such as Amazon and HelloFresh?

Or will the sector develop its own exclusive platform? Nobody knows who will win this competition.

In any case, Blueroots certainly managed to wake up the floriculture sector.

FreshCare

One of the first large-scale Vertical Farms in the Netherlands. The business

case is based on the cultivation of lettuce for high quality main course salads. This takes place at FreshCare’s factory site and in open innovation with Aeres College Dronten. This is scalable to many locations worldwide.

Gearbox

The magic word in horticulture is phenotyping. How to create the link between

genetics, cultivation and harvest, preferably in a predictable and controlled way. This company works on creative breakthroughs.

IRIS!

Robotisation is another magic word in horticulture. How can you automate operations,

monitoring and quality control and make them self-learning? The IRIS! Scout Robot seems to be one of these promises and has already won the Green Tech Award.

Koppert Biological Systems

An exceptional company that has

earned its place under Nestor, Inspirational people and Promise. Through their approach of ‘natural enemies’ they took organic cultivation to a professional level. Thanks to their current commitment to plant-resistance, they have again an in-house promise of sustainable cultivation.

Picnic

Picnic is going to change the supermarket landscape through its clever application of

apps, its in-depth knowledge of the consumer and supply chain management and by organising ‘the last mile’ to the consumer.

Tea by Me

Special Plant Zundert managed to get hold of a tea plant that can grow

in moderate climates. They developed a direct to consumer formula under the brand name JOAN. This could be a great promise once the trend of specialty coffee and beer catches on to locally grown tea.

Van der Ende Groep

For a sustainable horticulture that is based on circular

cultivation systems, liquids must be circulated continuously without any malfunctions. This happens to be precisely the specialisation of Van der Ende Groep. Add to this their SUB40 status and there can be no greater promise.

VitroPlus

This company has developed cultivation for dummies. Using the ViVi-system,

the consumer can grow his own vegetables at home without any outside intervention. Guaranteed.

In many households, restaurants or out-of-home concepts, this system could ensure the best ultra-fresh solution.

WHICH GROUNDBREAKING PROMISE DID WE MISS? GO TO HILLENRAADSUB40.NL AND NOMINATE IT AS A GREAT PROMISE.

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ROBOTS & COBOTS: THE NEW HANDS IN HORTICULTURE Robots are gaining an ever firmer foothold in horticulture.

Not only are they being used to perform work that fewer and fewer people want to do, they are also getting smarter all the time.

article 48

Fresh products, such as cucumbers, tomatoes and plants are all fragile. So robots in the horticulture sector need to work very carefully.

Viscon Group makes automation and robotisation solutions for horticulture, fruit and vegetable and food production. “The common thread is that we pick up and move products”, says Joep Matthee.

“These are generally labour-intensive actions.”

CUTTINGS Consider the AutoStix: a system by Visser Horti Systems (part of the Viscon Group) which is changing the supply chain for the production of cuttings. Cuttings in Latin America and Africa are typically harvested and transported to the north of the world in plastic bags.

BOTH THE QUALITY OF PRODUCTS AND THE SPEED OF THE PROCESS ARE INCREASED GREATLY

Here, people then plant out the cuttings by hand. In Viscon’s system, cuttings are collected in a biodegradable cartridge, a kind of strip with room for 50 cuttings. The cartridge goes inside a machine that automatically plants the cuttings using robotic grippers.

DEVELOPMENTS: “ENHANCING GREEN FINGERS”

“The machine is faster, more accurate and more careful and replaces

According to Versleijen, the biggest developments in robotisation

a lot of monotonous work”, says Matthee.

are currently taking place in the area of machine learning and control. Machine learning means robots can gather more

Machines and robots are taking more and more monotonous acts

information. “Previously, a robot would find it hard to tell the

out of human hands and ensuring high-quality snacking cucumbers

difference between two cucumbers, whereas in horticulture no two

in the supermarket. Camera systems check the quality of the

products are exactly the same. Now, self-learning machines are

cucumbers, after which they are placed in the packaging by robotic

getting increasingly good at spotting these differences. This makes

arms. Afterwards, the packaging is also mechanically sealed, labelled

automated harvesting, sorting and picking possible, because

and automatically placed into boxes and on pallets.

the robot can see exactly when the fruit is ripe and is ready to be picked”, says Versleijen.

The company WPS has been making smart automation solutions for horticulture, and particularly floriculture, since 2002. In 2011, they

In addition, it is possible to obtain more and more data and

added the programmed robotic arm, which can pick up plants from

information from a greenhouse. “In a greenhouse, a grower already

a table and space them apart, for example, or pack plants, label

has a high degree of control over the growing conditions for a crop,”

them and put them on a tray. All repetitive and labour-intensive work,

says Versleijen. More data provides even more control, because it

which in the past would have taken a toll on someone’s back.

clarifies exactly what the impact is of particular conditions on the growth and yield of crops. For instance, it becomes much easier to

ADVANTAGES: “THE BEST EMPLOYEE EVER”

see the damage caused by a disease or pest, and how the grower

The robotic machines save not only labour and energy, but they also

can (locally) respond. “A number of start-ups in RoboValley make this

save space. For example, the aisle in a greenhouse can be removed

kind of systems that collect data. They effectively enhance the green

if people and transport trolleys no longer need to manoeuvre

fingers of the grower.”

between the plants in order to view or move them.

DRAWBACKS: DISAPPEARING JOBS? According to Anouschka Versleijen, managing director at the

For an entrepreneur a robot is therefore a good investment. But what

RoboValley foundation in Delft, robots meet two needs in the sector.

about the jobs that will disappear as a result of automation? In the

‘Labour is scarce and many firms are looking for ways to do the

Netherlands, this does not appear to be a problem. The work that

same work with fewer workers. In addition, there is a great desire to

will be automated is not popular: not many people want to do it.

use technology to grow products more efficiently. For example, by learning more about the growth cycle of a plant, you get a better

“Finding suitable workers in the horticulture sector is a huge

tomato or cucumber.”

challenge. People in the sector are more likely to see robotisation as a solution to this problem than as a phenomenon that will displace

According to Xenia Klop of WPS, a robot is the best employee a

jobs,” agrees Versleijen.

company could ever have. “It doesn’t get sick, never gets tired, can do repetitive and physically demanding work and doesn’t get fed up doing it.” Matthee echoes the benefits that robots offer the sector: “Both the quality of products and the speed of the process are increased greatly.”

49

YEA

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inspirators Bennie Kuipers

Unconventional entrepreneur of the ‘Hennie van der Most’

type. Kuipers managed to convert his cultivation company for bedding plants partially into a tourist attraction and healthy production enterprise. With this formula, he has managed to conquer the hearts of many German consumers.

Eric Moor

Frontman of Sion and figurehead of sector-wide thinking about marketing,

sales and consumer demand. Many SUB40s see him as a source of inspiration for making the sector sexy and appealing to talent.

Marco van Zijverden

The frontman of the Dutch Flower Group who

managed to lead this globally active enterprise past the turnover limit of 1 billion. By far, the market leader in the global floriculture trade.

Mart Valstar

Frontman of the Best Fresh Group and great advocate for innovation

and the development of the Westland. His own business is a collection of fruit and vegetable companies that each have their own speciality products and sales markets.

Meiny Prins

Descendant of the Prins family, who has made her own mark on the

company and the vision for Sustainable Urban Deltas. This large ambition is increasingly finding sympathetic ears. In the meantime, the Priva enterprise has grown into a very trendy IT business.

Rob Baan

The big man behind the micro vegetables of Koppert Cress. His creativity in

the development of completely new markets speaks to the imagination of many. Baas wants the Dutch to become the healthiest people in the world. If that is not an inspiring ambition, what is?

Shawn Harris

Founder of Nature’s Pride, who renewed the flavour of the exotics on

the shelves, by offering the products ‘ready-to-eat’. All this based on expertise in ripening and a clever organisation of the supply chain.

Steven Martina

Altering the course of a mastodon from the past is by no means a

simple task. With his knowledge, expertise and charm, Steven Martina knows how to inspire his people in setting new goals. This is observed and appreciated far beyond the company.

Thomas Bunnik

The only SUB40 in this list. Thomas left the world of Harvard,

McKinsey and PWC in order to convert the family business, Bunnik Plants, into a trendy and contemporary company. Many peers appreciate his guts and vision.

Wouter Kuiper

He managed to turn Kubo Greenhouse Projects into a trendy

and contemporary company that took hi-tech horticulture to a higher level through the Ultra-Clima greenhouse and smart farming. Kuiper is working on building tomorrow’s world.

WHO IS YOUR BIG SOURCE OF INSPIRATION AND IS MISSING FROM THIS LIST? ADD IT HILLENRAADSUB40.NL

51

article

52

URBAN INNOVATORS: HORTICULTURE IN THE CITY As long ago as the sixteenth century, there were plenty of crops (mainly fruit) being grown on the land around towns and cities.

The sector grew considerably in the 19th century and the first grapes, tomatoes, cucumbers and melons were already being exported abroad.

More and more people now live in cities. The city itself needs greenery and its inhabitants need a healthy lifestyle. Moreover, the city is brimming with innovative and creative ideas. These young people are working on horticulture, in the city.

THE FLOWER FAMILY: SOCIAL FLOWERS

thinking about waste, are pleasantly surprised by products they

The idea for The Flower Family came to Jos van Beuningen and

might not normally buy and get creative.”

his best friend Laurens Mulder during one of their conversations about life and their dreams. What were they going to do after their

NO FAIRYTALES: MORE VEGETABLES

studies? Their dream was to set up a flower company together with

Three years ago, No Fairytales founder Bernadette Kooijman saw

which they could do something meaningful – with a strong focus on

the ‘pizza burger’ presented on television as a food innovation.

people, the environment and society.

“If this is where we are headed, I’ll do the innovating”, thought Kooijman, who has a background in food technology.

Van Beuningen: “Our master’s theses were the impetus for The Flower Family. We are an online flower service that sells flowers with

Marketing director Rens Bosma explains: “We make foods that

a story. We try to keep the route from the grower to our consumers

consumers already know and eat, but enriched with vegetables.

as short as possible. We also seek to speed up progress towards

For example, in the Netherlands we make tortillas with 45 percent

sustainable flowers by working with growers with the highest

vegetables, in carrot, beetroot, kale and paprika flavours. You can

sustainability certification and using electric transport to deliver

buy them in the supermarket.

flowers. The flower sector needs to act quickly to become more sustainable. It’s time to catch up.

In this way, we aim to get as many people as possible eating more vegetables in a simple and fast way and hope to contribute to a

Our bouquets are put together by people who are at a disadvantage

solution to the global problem of obesity. It doesn’t have to be hard

in the labour market. They may be refugees, or people with physical

to take a step towards healthier eating.”

or intellectual disabilities. Our goal is to help them flourish within society again.”

STUDIO FLUITENKRUID: DOING IT YOURSELF In a sector full of big companies, are there still people starting out

TOO GOOD TO GO: LESS WASTE

for themselves? Marieke Wiering launched her own flower business

In the Netherlands, we waste nearly 130 kilos of food per person

a year ago: Studio Fluitenkruid.

per year. Worldwide, as much as one third of all food is thrown away, and there has been almost no improvement over the past fifteen

“If you want to start your own business, it is important that you have

years. “So there’s a lot of work to do”, says Joost Rietveld, who

a good network in the sector. I spent two years working in flower

manages the start-up Too Good To Go in the Netherlands. This app

purchasing at Bloomon, for whom I still give workshops. I also

works with restaurants and supermarkets that offer consumers the

provide flowers bouquets and plants for weddings, events and the

food they have left over at the end of the day in a ‘magic box’.

food service industry. It is very clear that there is a strong demand for flowers and plants there. These are luxury goods which people in

“In the Netherlands, a relatively large amount of food is thrown

the city are well able to afford.

away, but people are motivated here. I can tell because our app already has more than 120,000 users in this country. In 15

Flowers do something for me; when I work with them, I feel

towns and cities, people can pick up food and drinks that are

completely Zen inside. It’s a family thing. My mother was a florist

still perfectly good at the end of the day. The businesses used to

and my father is an agent for tulip bulbs. I like the fact that I am

throw them away, whereas now they actually get money for them.

following in their footsteps.

The consumers get three times as much as what they pay for.

Florists can be very focused on themselves, and at the auction, you Our goal is to banish food waste from the world. We cannot do

see a lot of people working on their own flowers. I would like to

that alone, so we work with everyone who can make a contribution:

overcome this fairly traditional attitude. We can all inspire and learn

consumers, the food service industry and retail. Another important

from each other.”

factor is that our app gets a conversation going. People start

53

interview Barbara Kathmann (40) has been a deputy mayor in Rotterdam for the Dutch Labour Party since July 2018. She is responsible for the Economy and Communities portfolios. As a relative newcomer, how does she view the challenges the next generation will face, such as the issues of food and quality of life in cities?

54

consequences of our lifestyle, says Kathmann enthusiastically.

HOW IMPORTANT IS THE ‘FOOD CLUSTER’ FOR YOU?

“What will my world look like in the future? Will I be as well off as

“The Rotterdam region is unique. The entire food chain is

my parents?” she asks aloud. Kathmann: “The younger generation is

represented here – from horticulture in the Westland and Oostland

consciously choosing different products and different ways of living

regions to agriculture and fishery on the South Holland islands.

and has a refreshing perspective on social issues. Sustainability and

Likewise, the manufacturing industry, suppliers and logistics service

climate change are important topics, which this generation is getting

providers and trading houses in the port contribute to this unique

to grips with.” Kathmann herself has been concerned with social

position- as do the surrounding industrial estates and the innovative

issues all her life – first as editor at Radio 1, later as the head of the

start-ups in the Rotterdam region. We have the second largest

Giovanni van Bronckhorst Foundation and since 2014 for the Dutch

import terminal for fresh products in the world and deliver to more

Labour Party.

than 150 countries. The sheer number of different companies

Among younger generations, there is a stronger focus on the

and organisations in Rotterdam encourages innovation and also

WHAT ROLE DOES FOOD PLAY IN THE DUTCH ECONOMY, IN YOUR VIEW?

generates a lot of employment. Rotterdam’s strength lies in the city’s

“The food sector is extremely important for the Dutch economy.

quality knowhow of our companies, as well as our knowledge and

The total export value of agricultural and related products in 2017

research institutes.”

tradition of hands-on entrepreneurship combined with the high-

was €100.8 billion. It is no coincidence that the Agriculture & Food also provides a major contribution to other top sectors, such as

AND HOW ARE YOUNG PEOPLE INVOLVED IN THE SECTOR?

logistics. The contribution and role of food in the Dutch economy

“Many young people are not familiar with the food sector. In part

is widely underestimated. We should express our pride and

for this reason, the sector is not always an obvious choice for

appreciation more often.

employment. In order to help the food sector, we introduce young

sector is one of the nine designated Dutch top sectors. The sector

talent from the city to food companies in Rotterdam and the At the same time, there is a definite challenge to continue our

Rotterdam region. This is done through the Rotterdam ‘Food for the

development. Climate change, the growth of the world population

Future’ programme. As part of this programme, we get intermediate

and a growing middle class in emerging countries represent major

and higher vocational and university students to work on issues from

challenges for the global food sector. Many countries regard the

the food sector. For example, each year 50 students go to Fruit

Netherlands as a knowledge country. The Rotterdam region is

Logistica in Berlin, where they come into contact with companies

known as one of the most innovative regions when it comes to food.

in the sector. In 2020, Rotterdam will be hosting the IFAMA

In addition, the port of Rotterdam is a gateway to Europe. As a

conference. This well-attended and prestigious conference, an

result, the Rotterdam region plays a crucial role in feeding Western

initiative of the International Food and Agribusiness Management

Europe. In order to maintain this strong position, we must continue

Association, is held in a different city around the world every year.

to work closely together within the sector.”

The main themes of the conference are sustainability, strategic focus and food issues. Local and regional businesses and our students are being given an important role in the Rotterdam edition. In the time to come, we will be working hard to flesh out our plans.”

‘WE SHOULD EXPRESS OUR PRIDE AND APPRECIATION FOR THE FOOD SECTOR MORE OFTEN.’

IT IS EXPECTED THAT MORE THAN 80 PERCENT OF THE WORLD’S POPULATION WILL BE LIVING IN CITIES. WHAT IS ROTTERDAM DOING TO PRESERVE THE CITY’S QUALITY OF LIFE FOR THE NEXT GENERATION? “Rotterdam’s popularity as a city to live, work and visit is increasing year by year. In order to keep life in the city attractive, more than good housing and sufficient employment is required. The quality of the living environment is also very important. We are investing in various ways in a sustainable, future-proof and green environment with a good public transport links. For example, we are encouraging the construction of green roofs and looking at how we can make creative use of space in the city. In addition, we are working on many initiatives to enable the city to function in a circular way, such as reducing waste and reusing residual streams. Incidentally, you can read all about how the city of Rotterdam is preparing for the future in the coalition agreement, ‘New Energy for Rotterdam’. We really want to build on the positive energy that is present in the city for young and old alike.”

55

All knowledge available 24/7 with the Royal Brinkman Knowledge center

Knowledge online Whether you are looking for a plan for hygienic crop rotation or for information about controlling a disease or pest, our specialists are available 24/7 online via the Knowledge center. This way, you will always have all your required knowledge available.

Discover it yourself at: royalbrinkman.com/knowledge-center

royalbrinkman.com

Royal Brinkman | ’s-Gravenzande | The Netherlands

Soft Fruit

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Hillenraad2018_Jiffy.indd 1

7-9-2018 10:01:58

nestors Anton van Doornmalen

Visionary and a charismatic leader, he was the

driving force behind the development of Rijk Zwaan. He knew how to link his company with talented people, customers as well as researchers, employees and consumers, from within the Netherlands and internationally.

Cor Heemskerk

Founder of Heemskerk fresh & easy, who developed the market

for freshly cut convenience vegetables. The ready-to-cook vegetables and salads have become a standard feature on supermarket shelves and are now deeply embedded in the convenience and health thought process of the consumer.

Jaap van Duijn

Visionary behind the development of the international floriculture

sales to large-scale European retail shops by DFG. Still closely involved in the development of Dutch horticulture, he is one of the driving forces behind the establishment of the World Horti Center.

Jan Prins

Founder of Priva, which originally manufactured heating equipment, but is now

the market leader in the automation of greenhouse climate and energy processes.

Jan van den Heuvel

Founder of Hagé, who was one of the first to go into

large-scale worldwide import of fruit and vegetables for the European market. A rather flamboyant businessman who still knows how to inspire people.

Jan van Dijk

Founder of Fides, one of the pillars that eventually led to the

establishment of Dümmen Orange. This resulted, among others, in providing the chrysanthemum and kalanchoe cultivation with modern varieties.

Piet Enthoven

As chairman of the Coöperatieve Centrale Westlandsche

Snijbloemenveiling (Cooperative Central Westland Cut Flowers Auction), Piet Enthoven is one of the founders of the open trade in floriculture products from all corners of the world. This resulted in Dutch floriculture auctions becoming the hub of the international floriculture trade.

Piet Voskamp

High-profile founder of Voskamp & Vrijland. One of the first

greenhouse builders who sold and realised large-scale turnkey greenhouses in the former Soviet Union.

Maurice Zurel

Founder of large-scale flower export to the whole of Europe.

The trucks with the golden foil letters ZUREL were, in fact, the first brand in floriculture. This idea originated from Zurel himself.

Ton Janssen

The uncrowned king of the tasty tomato. As the first tomato grower in

the Netherlands, Ton noticed that the German consumers no longer accepted the sale of tasteless tomatoes. With unbridled commitment, he turned the tasty tomato into a success.

WHO ELSE HAS MADE HORTICULTURE GREAT AND ALSO BELONGS IN THIS LIST? ADD IT ON HILLENRAADSUB40.NL

57

article ANYONE WORKING IN HORTICULTURE IS A MAN ORÂ WOMAN OF THE WORLD Anyone thinking of horticulture in the Netherlands is undoubtedly thinking of the endless number of greenhouses in the traditional Dutch Westland, Lansingerland or Aalsmeer. It is sometimes overlooked, however, that the activities of this sector mostly take place abroad.

58

The glass doors slide open and a man walks in, wearing an earring

Travelling internationally and living abroad for a while is not unusual

and sporting dark brown stubble. He looks up, allows the imposing

in the horticulture sector. Stijn Baan of Koppert Cress, which supplies

hall to sink in and takes a step forward. Behind him in his wake, a

special micro vegetable varieties to top restaurants and chefs, travels

group of middle-aged men follow. They also look around quite

all over the world through his job. He even lived in New York for

curiously. This is yet another one of the many groups of people

more than a year to set up a new production location in the United

received by the World Horti Center, since its opening in March earlier

States. ‘I also visit our license partners quite often, for example

this year.

those in Australia, Japan, Columbia or Turkey. Many of the chefs we collaborate with practice their craft all over the world.’

The building only recently opened its doors, 23,000 visitors managed to find the new knowledge and innovation centre in Westland in no

ALL OVER THE WORLD

time at all. ‘Each week we have international delegations visiting us’,

The international character of the sector is also very evident in the

shares Communication Manager Rianne Vink (28) enthusiastically.

workplace. Hans Verdoes (40) boards his colleague’s truck each

‘Last week we had a group of Columbian entrepreneurs who were

Tuesday afternoon for a trip to Italy. With a full load of flowers,

eager to learn more about Dutch innovations in horticulture.’

selected by Verdoes every Monday at the auction, he visits his Italian customers, mostly shops and florists, every Wednesday and

The World Horti Center is the first place in the world where Dutch

Thursday. ‘I spend a few days away from home every week, but when

innovations and knowledge about international greenhouse

I return home on Friday, I really enjoy being home again. For me this

horticulture are permanently located under one roof. The knowledge

is the best possible combination’, comments Verdoes from Italy.

centre has its own classrooms for secondary professional education students, an exhibition area where more than 100 leading companies

Each culture has its own challenges. Danny van Uffelen (28) from

from horticulture present themselves and greenhouses where

Naaldwijk is well aware of this. Van Uffelen is a Marketing Manager

researchers do their work. It is not the only place keenly watched

employed at Zentoo. He has just returned from Moscow, where he

by the rest of the world. Indeed, the research centres in Bleiswijk,

followed the Zentoo chrysanthemums to see how much the flowers

Wageningen and Enkhuizen also draw in many foreign delegations.

appeal to the Russians. ‘As Marketing Manager I always investigate thoroughly what the needs and requirements of our customers

WORLDWIDE DEMAND IS INCREASING

are. I check whether our products find their market, if the correct

Our Dutch knowledge and expertise regarding horticulture travels all

packaging is used, etc.’

over the world. Not just because of this expertise, but also because global demand for horticulture products is substantially increasing.

Throughout the years, Dutch horticulture has become quite

It is expected that the worldwide population will grow from 7.5

successful abroad. Breeding companies have their own greenhouses

billion people to 9 to 10 billion people by 2050. Fresh and healthy

abroad. Many exporters have their own sales office there, and

food is becoming increasingly important. The Dutch horticulture

greenhouse builders and cultivation companies have one or more

sector, as the front-runner, contributes greatly to solving the world

branches abroad. Solving global issues of food horticulture and

food problem. Many of the Dutch horticulture companies are

floriculture is increasingly tackled locally using Dutch products and

therefore also active abroad.

specialists.

WORKING INTERNATIONALLY About 90% of the products of Bunnik Plants go to countries outside of the Netherlands, shares Thomas Bunnik, Director/owner of Bunnik Plants. ‘This requires specialists. Our employees who are in regular contact with foreign countries speak their languages. For this reason, there are three large clocks hanging in our office. One indicates the time in China, the other one in the Netherlands and the third one indicates the time in the United States. In this way, the specialists will always know when they can contact our international customers.’

59

article TO INSTAGRAM OR NOT TO INSTAGRAM Enzo Knol, Jordi Maxim van den Bussche and Nikkie de Jager – they may not be the first names that come to mind when you think of global stars. Nevertheless, these three Dutch social influencers have millions of online followers around the world and thanks to lucrative deals with companies all three have become millionaires under the age of 30. What does a partnership with an influencer actually gets you as an entrepreneur?

60

It started in an attic room with a video in which Enzo Knol promised

followers) and Instagram (more than 100,000 followers). Pauline also

to post two vlogs online every day. Over five years later, Knol has

regularly works with brands, such as Philips. Pauline: “I demonstrate

become one of the most popular vloggers in the Netherlands and

all you can do with their blenders. I do the same for lots of edible

the online star has nearly two million followers. Big companies like

products, such as certain cheeses and avocados.” She once placed

Albert Heijn, Jumbo and Coca-Cola have been eagerly making use

her favourite recipe on the site of supermarket giant Albert Heijn in

of stars like this for some time.

the hope of attracting a new audience to the site.

IMPACT

The well-known food influencer only works with brands if she is

Although still relatively unknown in the horticulture sector, impact is

enthusiastic about the product herself and it would be useful for

the magic word that has companies queueing up to work with social

her target audience. Pauline has one tip for companies considering

influencers. The online celebrities often have tens of thousands

teaming up with an influencer: “Think hard about whether the

of followers, with outliers like the Dutch Nikkie de Jager (25) from

influencer’s target group matches your brand”. Also important:

Uden, who has nearly 10 million followers for her Youtube Channel

“Influencers like to be given some freedom in terms of content.

NikkieTutorials, in which she gives make-up tips.

They have a good sense of what works well and what doesn’t.

You have to trust their judgement.”

Social influences have a big online reach via their social media channels, often focusing on particular themes such as food or beauty, says Daan Sip of Social1nfluencers, which represents around 80 influencers to companies. Influencers are so-called for a reason. Sip: “They influence their viewers by sharing information with them and inspiring them.” Influencers can give a company access to target groups they would otherwise not be able to reach with traditional PR tools such as advertising leaflets, magazines and online communication. It is digital word-of-mouth advertising, in other words.

ENZO KNOL’S TIME IS OVER Influencers have long since stopped being a phenomenon restricted to the young. For example, with her channel Sanny zoekt Geluk, Sanny Verhoeven primarily seeks to inspire her followers – over 60,000 Youtube subscribers – about positivity, confidence and awareness. Her boyfriend, Jorg Ruis, posts videos advising companies on getting their corporate culture right. Another example is Rachel van Sas who focuses on family life in her videos and blog.

THINK HARD ABOUT WHETHER THE INFLUENCER’S TARGET GROUP MATCHES YOUR BRAND

She features topics such as: what is the ultimate birthday present for your child?

The days of Enzo Knol, whose videos were mostly about pranks, “You see more and more influencers around grown-up themes.

THE BRAND NEEDS TO MATCH THE INFLUENCER AND VICE VERSA

The phenomenon of influencers has matured so much that there

But where to start? After all, fresh products, healthy food and

is more and more scope for partnerships with brands that are also

flowers lend themselves very well to pretty pictures on the internet.

looking for a grown-up audience.”

Representatives like Social1nfluencers can help companies by

practical jokes at the expense of others, are over says Sip.

putting them together with the right influencer. Sip: “We know

THE INFLUENCER’S PERSPECTIVE

influencers’ preferences, right down to whether they prefer to drink

Around 40,000 Dutch people follow daily recipes from Uit Pauline’s

Pepsi or Coke. That way, you can decide which influencer goes

Keuken, which Pauline Weuring (36) shares with them through her

well with a particular brand. The product or brand the influencer

website and social media channels like Facebook (more than 70,000

represents needs to be credible.”

61

article THE SECTOR ANDÂ ITS PARTICULAR CHARACTERISTICS

62

Each sector has its own particular characteristics.

The type of characteristics that only your colleagues really understand. Ten peculiarities from the horticulture sector, explained: 1. PRETTY STRAIGHTFORWARD What you see is what you get. In horticulture we don’t beat around the bush. Horticulture entrepreneurs shoot straight from the hip; there is no time to duck the issues. Other characteristics that are pretty clear; don’t pretend to be more important than you are; meet

DYNAMIC, DIRECT AND SOMEWHAT INWARD-LOOKING

your commitments.

Where does this mentality stem from? Horticulture is all about fresh produce. Decisions must be made quickly, as the customer is waiting impatiently for fresh tomatoes, cucumbers or roses. Moreover, many unexpected things can occur in nature, so flexibility is always the order of the day. hard to reach these companies by public transport. A car is actually

2. AT THE CRACK OF DAWN

a basic requirement. Many of these companies are dependent on

When working in the horticulture sector you know that sleeping late

their greenhouses or logistics centre so they require a lot of space.

is no longer possible. Or is this no longer the case?

A location in the middle of town would therefore not be possible.

In many companies, they no longer start that early in the day.

The sector also boasts a large number of office jobs, where

7. RELEVANT

employees do their work from nine to five. Automation in certain

A new generation is increasingly looking for socially relevant and

places (and at certain times!) is another reason why less people are

useful work. Here, the horticulture sector has much to offer. It is a

required. Currently, you can follow the auction from home or the

sector that can nourish the world. The prevention of food waste and

office. The trade in fresh produce however, does start early every

the switch to sustainable energy are also highly relevant. Likewise,

morning. Since by the end of the morning everything must be

offering a green environment in the home, with the most beautiful

sorted and ready for transport.

flowers or plants that really make you happy, is also of importance.

Side note: to many who have worked in the sector for years, giving

3. SHORT LINES

meaning was not the original motivation. For them horticulture is

The short lines that horticulture entrepreneurs wish to maintain have

part of their DNA.

everything to do with that typical straightforward mentality. Quick decisions are imperative for companies, so it won’t take long to

8. A MAN’S WORLD

be connected to the person who can make it happen. Good ideas

Many companies within the sector are composed of mostly men

are quickly implemented. This will also accelerate the process of

- particularly where executive functions are concerned. This is

conceiving and discussing new products.

also changing rapidly. Twenty years ago, as a woman, you may have received strange looks, but now you’re just part of the team.

4. INWARD-LOOKING

Most certainly if you can show what you are capable of, and if

In the horticulture sector many companies focus on each other.

the straightforward mentality suits you. In the meantime, various

They conduct business with partners within the chain and compared

companies are led by highly successful women.

to global players, such as Coca Cola, they are more inward than outward looking. Presenting themselves to the outside world

9. LOW SELF-CONFIDENCE

becomes a lower priority, as many enterprises do not sell directly to

Another characteristic that is coming to the forefront more and

the consumer.

more: Americans have a better understanding of how to approach

This is clearly changing as well. Horticulture is building a new image

the world with self-confidence. Sometimes, the horticulture sector

and is getting better and better at positioning itself.

shows too little self-confidence despite the world being in awe of Dutch greenhouse horticulture.

5. TRULY INTERNATIONAL

The image of companies is understated, sometimes even a bit

The horticulture sector may not be that outward-looking, but

traditional. However, this says nothing about how progressive the

is definitely a sector in which all nationalities are represented.

work environment can be. Maybe it is just a matter of marketing.

Many companies do business all over the world. Export and

There are plenty of thriving companies to be found in the SUB40

internationalisation form an important part of horticulture.

rating.

Many companies can suddenly have as many as 10 foreign branches.

10. AVERAGE AGE

In addition, people from all over the world are working in

Many outsiders estimate the average age to be at least early forties.

horticulture. The more languages you speak, the easier it becomes.

This does of course depend on the type of company. One thing is certain; all companies like to work with young people. To enable

6. REMOTE

this, many companies work with students, for instance, who tend

No, you will not yet find any international horticulture companies

to remain with the company once their studies are finished. Young

in the centre of Rotterdam or Amsterdam. Which makes it quite

technical engineers are important for innovation within the sector.

63

HORTICULTURE IN PERSPECTIVE

Technique

Supplies

Processing

The Dutch horticulture industry is globally leading in its assortment, productivity, quality and food safety.

However, we are a relatively small industry when compared to the top 10 horticultural countries worldwide. Despite our small scale, we can be justifiably proud of the crème de la

1 4

8

Services

crème of the Dutch horticulture industry. In this aerial view

9

5

6

of the horticulture industry, we have provided an overview of

Trade

7

the relative global position of the Dutch horticulture industry, together with the composition and characteristics of our

Production

Breeding & youngplants

‘Premier League’: the HillenraadSUB40 - edition 2018.

Composition SUB40 by category Source: Hillenraad100 research

4,434

6,598

Japan

USA

China

1,770 1,201 1,186

2,373

2,688

The Brazil Netherlands

United Colombia Kingdom

1,146 1,133 1,032 Italy

Germany

Spain

Top 10 horticultural countries worldwide in floriculture (x 1 million €) (excl. nursery stock) Source: AIPH statistical yearbook 2017

734

9

10

209 8

231 7

6

273 274 5

274

1

2

3

4

1 2 3 4 5

Westland Lansingerland Horst aan de Maas Peel en Maas Noordoostpolder

6 7 8 9 10

Pijnacker-Nootdorp Zuidplas Midden Delfland Venlo Hollands Kroon

Top 10 horticultural councils in The Netherlands (in hectares)

761 494 401 305 281 262 197

151 140 122

Top 10 horticutural products in The Netherlands Source: divers, edited by Hillenraad

64

Top10 companies from the SUB40 with branches outside the Netherlands

Strawberry

Gerbera

Lilium

Cucumber

Rose

Tulip

Chrysanthemum

Capsicum

Phalaenopis

x 1 million €

Tomato

Source: CBS

FleuraMetz

69

Enza Zaden

38

Koppert Biological Systems

34

Rijk Zwaan

33

Dutch Flower Group

17

Source: Hillenraad100 research

174

180

232

2,295

15

Dümmen Orange

14

Delphy

14

Priva

12

Royal Brinkman INCOTEC Group

10

1,275

801 Agro Care

959

Hoogendoorn Groep

10.

543

Van der Knaap Groep

Rest of NL

Barendrecht region 2

1

1

1

Composition SUB40 by region

6.

ROCKWOOL Grodan

China

21

Source: Hillenraad100 research

Top 10 SUB40 companies by total number of employees wordlwide

9.

Venlo region

Koppert Biological Systems

Source: Hillenraad100 research

8.

2

1,302

Zaden

7.

3

Rijnland

5.

4. 1,707 Enza

FleuraMetz

4

Rijk Zwaan

Dutch Flower Group

1,202

5

2,685

2,578

Zuid-west Nederland

3.

2.

West-Friesland

Dümmen Orange

Aalsmeer region

5,389

Oostland

Westland

1.

% FleuraMetz

96

Ter Laak Orchids

2.7

2.1

2.0

1.4

1.3

1.3

Top 10 horticultural countries worldwide in salad vegetables

Top 10 SUB40 companies by turnover Source: Hillenraad100 research

Dutch Flower Group 1,475

Rijk Zwaan

1.0

BE Fresh Produce

92

91

KUBO Tuinbouwprojecten Artemis Nurseries

Rijk Zwaan

90

88

Royal Lemkes Group

85

33

Koppert Biological Systems Koppert Cress

3Stock listed

Family business

company

40 2

420

Rockwool GRODAN 404

Nature's Pride 395

INCOTEC Group 365

FleuraMetz 333

Enza Zaden 264

Royal Lemkes Group 249

Dümmen Orange 237

Waterdrinker 207

x 1 million €

Source: divers, edited by Hillenraad

Italy

Brazil

India

The Netherlands

Turkey

Mexico

2.4

Dutch Flower Group

Source: Hillenraad100 research

5.2

SUB40 export share in total turnover

17.9

Spain

x 1 billion €

Japan

USA

95

Management Investors

2

Composition SUB40 companies by ownership Source: Hillenraad100 research

65

article THE NETHERLANDS IS TOP CLASS WORLDWIDE, BUT HOW DO YOU REMAIN AT THE TOP? Dutch greenhouse horticulture has been among the best in the world for years.

An extremely dry summer or a cold winter, horticulture supplies products such as orchids, roses, cucumbers and tomatoes all year round without any disruptions.

Not only here, but also abroad. At the same time, international competition is increasing, as is the development of technology. What must be done to remain at the top?

66

Never before, have so many foreign delegations paid us a visit this

role as well’, comments Martien Penning of Hillenraad Partners.

year to see with their very own eyes the expertise and knowledge

This data can be used to determine quite meticulously how fast

of horticulture in the Netherlands. People from India and China

a plant is growing and when the products can be harvested.

and many representatives from Central Asia (the STAN states) were

The prediction of growth and harvest will result in many advantages

eager to check out all the tricks of the trade from up close.

with respect to costs, pricing and chain efficiency. Penning: ‘The grower will increasingly become the operator who monitors the

Because how do the Dutch manage to pull off such an enormous

growth process and intervenes in the event of emergencies.’

food export in such a densely populated country? This also surprised decided to investigate further and published their findings in the

STATEMENT 2: HORTICULTURE WILL BE DOMINATED BY BIG COMPANIES

article ‘How the Netherlands feeds the world’.

Technological breakthroughs, such as pick robots, require

the internationally renowned magazine National Geographic who

investments that can only be justified when scaling up. Van Rijswick:

HI-TECH

‘I believe that in the future there will be a small group of very large

The answer is that ultra hi-tech innovations have led to the

horticulture companies, along with smaller companies that can be

Netherlands becoming the world leader in horticulture. Using

run by families’. Penning added, ‘The horticulture sector is maturing,

innovative technologies, such as cooling and lighting systems, it

which goes hand in hand with consolidation in the midfield.

is possible to harvest and export vegetables, flowers and young

Companies must either make a conscious choice for a sufficiently

plants throughout the year. There is also much time and research

large scale of operations for the European market, or opt for special

invested in the development of new products. After all, there is a

products intended for a niche market. This means oligopoly on the

reason why the Dutch are responsible for one third of the worldwide

one side and hyper specialisation on the other.’

export of vegetable seeds. Not to mention our logistics chain that and Rotterdam, the largest harbour in Europe.

STATEMENT 3: CULTIVATION COMPANIES WILL INCREASINGLY DELIVER DIRECTLY TO CONSUMERS

STRONG INTERNATIONAL REPUTATION

The reach of social media has managed to give the image of

That Dutch horticulture has a very strong international reputation

the food sector a substantial lift. Examples are the health gurus

is something Cindy van Rijswick, analyst for the horticulture sector

on Instagram, where we are bombarded with photographs of

at Rabobank, is very much aware of. According to the analyst, the

superfoods, such as goji berries and chia seeds. The importance

horticulture sector accounts for a production value of approximately

of vegetables and freshness is increasingly emphasised by the

11 billion euros, provides 130,000 jobs and accounts for an export

consumer. Currently, the large supermarkets in particular are seizing

turnover of 21 billion euros.

this opportunity.

Yet, growers are not resting on their laurels. Workers are hard to

Penning: ‘This movement towards ultra-fresh causes increasingly

find. Variations in exchange rates, sale prices, energy costs and

more links to disappear from the chain. Large retailers deal directly

production, lead to fluctuations in demand and supply while the

with large producers. Meanwhile, large or specialised growers have

requirements of the consumer are continuously on the increase.

been making direct contact with end customers. And new platform

According to MVO Nederland, our prices and regulations have

parties are creating direct lines of contact between the consumer

even resulted in the Netherlands becoming a less appealing trade

and grower.’ The consumer who doesn’t have time to go to the

partner. What will it take to stand up to future challenges?

supermarket will order from online supermarkets, such as Picnic.

facilitates export with Schiphol, the third largest airport in Europe,

Although there are currently only a handful of companies that sell

STATEMENT 1: ROBOTS ARE INCREASINGLY TAKING OVER

directly to consumers, it is not unthinkable that this will increase in

At fresh produce business Heemskerk fresh & easy from Rijnsburg,

to develop in fresh produce, according to Penning.

the future. This seems particularly likely if online platforms continue

robots are already removing cores from lettuce heads and adding small bags of salad dressing to the packaging. In the future, robots

HOW TO PROCEED?

will take over the workplace more and more. According to analyst

The consumer is becoming increasingly aware of the environment.

Van Rijswick, the number of people in the greenhouses or in the

Here Van Rijswick sees opportunities for horticulture: ‘While the

field will continuously decrease.

image of the food processing industry receives increasingly more criticism, the image around fresh and healthy horticulture products

‘Cultivation will be even more controlled and robot-driven. I think

only becomes more and more positive.’ Penning: ‘Horticulture is on

that in twenty years’ time we will actually have harvest robots for

the eve of new breakthroughs in its social role as supplier of health

most cultivations’, shares Van Rijswick, while currently about 45% of

and happiness. Technology plays a crucial role in getting ultra-

all harvest operations is still in human hands.

fresh products to the consumer. Particularly the combination of top quality, ultra-freshness, smart technology and high efficiency has

‘Technology will not only take over from humans, the automated

made Dutch horticulture continuously successful. I think it will stay

collection and analysis of process data will play an increasingly large

that way.’

67

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