Joep Hendricks will be the new director of World Horti Center Expo B.V. from 15th August 2019. He will be the first director of the newly designed organization. WHC Expo will carry out all business activities in the exposition building. Hendricks will be taking over the duties of Erwin Cardol, who acted as interim manager during the last few months.
The 42-year-old Hendricks has more than earned his keep in horticulture. For example, he worked for years at breeding companies and has been active in the field of cross-sectoral innovation for the last ten years. He coached players from other sectors and from all corners of the world to develop horticultural propositions or to use horticultural components elsewhere. He has worked for Philips, Rijk Zwaan and WUR, among others. Hendricks switches to the knowledge and innovation center of horticulture, because he sees enormous opportunities for the further development of the World Horti Center. “This building shows how much horticultural expertise has been built up in the Netherlands by companies, research, education and governments. This is a unique collection of innovations that can make a global impact. With a growing world population, growing purchasing power and a higher awareness of a healthy lifestyle, the sector here in World Horti Center is in the perfect starting position to translate those needs into business,” says Hendricks.
World Horti Center Expo B.V. will start on Monday 1 July 2019. The commercial activities of Greenport Food & Flower Xperience and Demokwekerij Westland have been combined to increase the efficiency and effectiveness of World Horti Center. This means one operations organization, one management and one board. The applied research and cultivation in the research greenhouse remains the domain of Demokwekerij Westland (part of Proeftuin Zwaagdijk). MBO Westland is also housed in the World Horti Center, which ensures the unique mix and cross-pollination of education and business.