Gert Hoogendoorn - Commercial Manager, Anthura
The Anthura team is building an optimal assortment for every customer around the world. With this mindset, Anthura achieves global, sustainable growth. According to Commercial Manager Gert Hoogendoorn, this is the result of teamwork.
Gert Hoogendoorn - Commercial Manager at Anthura
When we speak with Gert Hoogendoorn of Anthura in Bleiswijk at the end of 2023, the Commercial Manager and his team are already deeply involved in planning for 2025. "Everything we do is aimed at a sustainable and long-lasting relationship with our customers, namely growers of anthuriums, bromeliads, and orchids in over 70 countries. It's not about quick sales; we work with specific products and long-lasting complex processes. There is a high level of expertise here."
You are a Commercial Manager. What makes the floriculture industry unique as a work environment?
"What makes it unique for me is that Anthura is a market leader in the breeding and propagation of anthurium and orchids. We do this as efficiently, sustainably, and stably as possible, with a wide variety of colors and segments aimed at different world markets. The development of these varieties is our strength. Researching, breeding, and propagating such a beautiful product in a high-tech process involves significant investments."
The Dutch floriculture industry has been internationally successful for many years. Are there still enough market opportunities?
"Definitely. We are active worldwide in several major markets. Many of our plants are exported to Europe, America, and Asia. We still see plenty of opportunities because the market is much larger than what we currently supply. There is ample potential and room for growth. We are therefore looking for an Account Manager for the Netherlands, America, and Canada who excels in maintaining relationships, account planning, and being a conversational partner at various levels with the customer. Furthermore, we are working on various new innovations. We are a professional family business with a clear long-term vision. The recently refined brand identity beautifully demonstrates this."
How do you notice that this is a family business?
"The company is family-owned. Everyone here has the passion and drive to do better every day. It's nice that you can approach everyone. It may sound like a cliché, but the doors are open. Colleagues are helpful, no-nonsense, pragmatic, and if you present a good argument, the whole team is open to your ideas. In addition, there is a high level of engagement and loyalty among our employees."
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You lead an international sales team. What is the team like?
"The inside and outside sales teams are integrated. We are a group of around fourteen people: men and women, ranging from recent graduates to individuals with over twenty years of experience. The senior employees mentor the new colleagues and are ready to help. In addition, there is a thorough training program. Sometimes we notice that new people want to move faster, but we believe it's important for everyone to master the basics before taking the next step."
Can you provide an example of something the team has achieved and you are proud of?
“I am most proud of the fact that we do it together at Anthura. We truly put our shoulders to the wheel together, for example, during an ERP transition. I am also proud of the global growth we achieve, as a result of beautiful products, efficient processes, and sustainable customer relationships. We are seen in the market as a knowledge institute. We don't just sell young plants; we also provide the service and knowledge around them. Think of the cultivation technical guidance, brainstorming about market placement, and how the customer can differentiate themselves. That makes us a valuable knowledge partner.”
There is a lot happening in the world. How does that affect your work and that of the team?
“There are various international, economic, and political developments in our target markets that impact our company. If the economic climate in a country changes, our customers may put their investment plans on hold. That can affect us.”
'We are working on such cool things where you can make a real difference'
How do you deal with those challenges?
“By coming together with the team and departments to discuss the situation. How are things going? What opportunities and solutions are there? For crucial developments, it is essential that our processes are designed to be agile so we can adapt relatively quickly to the new situation.”
Does that work?
“Look, our long-term contracts with customers provide security. Before we can actually deliver young plants, it takes two to three years. The agreements we make with customers must be accurate in terms of text and legal aspects and must be carefully checked.
The new Head of Sales Support is proposing process-oriented solutions for these challenges, bringing structure to simplify the internal process from order to contract. Another aspect is, for example, plant breeders' rights. We need someone to oversee the follow-up of plant breeders' rights and to look at these contracts and agreements from a more legal perspective.”
What is it like to work at your company?
“Great! We are in a brand-new office. With sit-stand workstations, perfect chairs, lots of natural light, a pleasant working environment, and fruit during breaks. You also receive assistance in setting up your home workspace. In terms of personal development, there are plenty of opportunities to take a course or training that fits what you want to do or enjoy. I obtained my Master's degree this way. Did I mention we have our own gym? There is also the opportunity to paddle and do boot camps.”
You have been working there for over 13 years. What do you find most beautiful?
“If you take responsibility and initiative, a lot can be achieved. We are working on such cool things where you can make a real difference. Of course, it's nice that after work I can take a beautiful orchid or anthurium home to make someone happy. It also feels good to work for a company that wants to contribute to the well-being and happiness of people worldwide with colorful flowering plants.”
Interested in a career at Anthura? Check the vacancies or inquire with the Senior Consultant in Horticulture and Agriculture.
[Published: January 2024]
