Hofland Flowering Plants: sharing knowledge together, will get you further!
June 24, 2024
Hofland Flowering Plants is a 6-hectare greenhouse farm. They grow almost year-round Schlumbergera supplemented by seasonal products such as: Dianthus, Calibrachoa, Argyranthemum and Checkies. Hofland Flowering Plants is a true family business and has been around for 125 years. They are one of the oldest Westland greenhouse horticulture companies. Working together with others, always delivering quality and love for the trade, that is the core of their business philosophy.
Working together brings many advantages
Talking to Goos Hofland, his daughter Annemiek and son Frank, the power of working together comes through clearly. It is in the genes of this family business. The greenhouse company was founded on 20 October 1899 by Jan Hofland. The fifth generation is now at the helm. Annemiek: "We are members of Decorum Company because you can learn from each other, discuss current issues and approach the market together. Together, you are that unique quality brand."
Goos adds: "Only together do you get steps further, with your customers, your fellow growers and your own people. My grandfather already saw that - supplying the Haagsche market alone was insufficient. That had to change. So he and other growers were involved in setting up the predecessor of Royal FloraHolland on Dijkweg in Naaldwijk (C.W.S. Centrale Westlandsche Snijbloemenveiling)."
New knowledge, becoming wiser together
"Working together is also connecting," says Annemiek, "connecting all the links in the chain and also connecting on a human level. Working together has a social aspect and we as a company also consider that important." "Royal FloraHolland is actually the same in that," adds Goos, "becoming wiser together to understand everything that changes and always be ready for the future. Developments are going very fast."
"Royal FloraHolland and the cooperative are important to us," Frank explains, "obviously on the financial front. The security we have around payments is nice, but logistics also play a role. We mainly deliver direct, but we also choose to auction sometimes. That choice optimises our sales."
Floriway must improve
About Floriday we are very satisfied, this is the basis of trade. And that continues to grow and that's good. Floriway really needs to improve though, it's not running optimally yet. It would be great," says Annemiek, "if more buyers and growers started delivering via Floriday. Non-members too."
Goos: "Agreed, but in such a way that the members benefit. But getting together as large a supply as possible on the platform, so that buyers also want to buy there, that's where we have to go. And that can only be done together."
Personal contact
"Online sales will only increase in my opinion," Frank explains, "and this development is never finished, we have to keep improving. Distance buying works fine, but a buyer wants to know who he is doing business with and what the quality is like. That personal contact is part of our business and we find it important too. Growth will have to come from connecting even more buyers and growers to the platform." Annemiek adds: "We just have to become like Amazon and thus be able to supply everyone."
Just do what you do best
Hofland themselves continue to do what they are good at. But what characterises the Hofland family is their modesty. So you won't hear the word pride anytime soon, even now that they have received the predicate Court Supplier in the name of the King. "Of course such a predicate is nice, but yes, we do what we do best. Just making a good product that makes everyone happy," says Goos.
Annemiek: "The Royal Supplier designation is the jewel in our crown and reflects positively on the sector. It is awarded to companies that occupy a leading position in their region and have also been in existence for 100, 125 (or a multiple of 25) years. The company's directors must be of impeccable conduct as well as the company itself. Also, the genesis of the company must be clear."
Special anniversary
Annemiek complements her father: "You only get a good product with good people in your team. And fortunately, we have them. We also devote time and attention to that. Our special anniversary has been crowned with the award of the Royal supplier designation. And, it is quite special such a predicate, because you have to prove all sorts of things to get it.
They not only check the founding documents, but your whole company is scrutinised, including us as shareholders. It is our King who awards this predicate and confirms it with a signed document. And what I actually find the most amazing, is that our grandfather Frans and grandmother Jeanne can still witness this. My grandfather Frans has even known or knows all the generations within our company. That’s very special, isn’t it?"
Working together brings many advantages
Talking to Goos Hofland, his daughter Annemiek and son Frank, the power of working together comes through clearly. It is in the genes of this family business. The greenhouse company was founded on 20 October 1899 by Jan Hofland. The fifth generation is now at the helm. Annemiek: "We are members of Decorum Company because you can learn from each other, discuss current issues and approach the market together. Together, you are that unique quality brand."
Goos adds: "Only together do you get steps further, with your customers, your fellow growers and your own people. My grandfather already saw that - supplying the Haagsche market alone was insufficient. That had to change. So he and other growers were involved in setting up the predecessor of Royal FloraHolland on Dijkweg in Naaldwijk (C.W.S. Centrale Westlandsche Snijbloemenveiling)."
New knowledge, becoming wiser together
"Working together is also connecting," says Annemiek, "connecting all the links in the chain and also connecting on a human level. Working together has a social aspect and we as a company also consider that important." "Royal FloraHolland is actually the same in that," adds Goos, "becoming wiser together to understand everything that changes and always be ready for the future. Developments are going very fast."
"Royal FloraHolland and the cooperative are important to us," Frank explains, "obviously on the financial front. The security we have around payments is nice, but logistics also play a role. We mainly deliver direct, but we also choose to auction sometimes. That choice optimises our sales."
Floriway must improve
About Floriday we are very satisfied, this is the basis of trade. And that continues to grow and that's good. Floriway really needs to improve though, it's not running optimally yet. It would be great," says Annemiek, "if more buyers and growers started delivering via Floriday. Non-members too."
Goos: "Agreed, but in such a way that the members benefit. But getting together as large a supply as possible on the platform, so that buyers also want to buy there, that's where we have to go. And that can only be done together."
Personal contact
"Online sales will only increase in my opinion," Frank explains, "and this development is never finished, we have to keep improving. Distance buying works fine, but a buyer wants to know who he is doing business with and what the quality is like. That personal contact is part of our business and we find it important too. Growth will have to come from connecting even more buyers and growers to the platform." Annemiek adds: "We just have to become like Amazon and thus be able to supply everyone."
Just do what you do best
Hofland themselves continue to do what they are good at. But what characterises the Hofland family is their modesty. So you won't hear the word pride anytime soon, even now that they have received the predicate Court Supplier in the name of the King. "Of course such a predicate is nice, but yes, we do what we do best. Just making a good product that makes everyone happy," says Goos.
Annemiek: "The Royal Supplier designation is the jewel in our crown and reflects positively on the sector. It is awarded to companies that occupy a leading position in their region and have also been in existence for 100, 125 (or a multiple of 25) years. The company's directors must be of impeccable conduct as well as the company itself. Also, the genesis of the company must be clear."
Special anniversary
Annemiek complements her father: "You only get a good product with good people in your team. And fortunately, we have them. We also devote time and attention to that. Our special anniversary has been crowned with the award of the Royal supplier designation. And, it is quite special such a predicate, because you have to prove all sorts of things to get it.
They not only check the founding documents, but your whole company is scrutinised, including us as shareholders. It is our King who awards this predicate and confirms it with a signed document. And what I actually find the most amazing, is that our grandfather Frans and grandmother Jeanne can still witness this. My grandfather Frans has even known or knows all the generations within our company. That’s very special, isn’t it?"
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