Pieter Hoff passed away on April 13, 2021. He was 67 years old. Pieter grew up on the clay of West Friesland as the eldest son of a horticulturalist and took over the company with his brothers. They soon specialized, under the name Hoff Quality First, in the breeding and cultivation of lilies and they built up a large lily breeding company. Pieter traveled to more than fifty countries on business and there he started to worry about the falling groundwater levels he noticed among his customers.
Screenshot from In memoriam on YouTube
This inspired him to sell the lily business and to develop a solution for the reforestation of dry areas in 2003. The ecological water-saving plant technology from Groasis (with the Waterboxx, Growboxx and Waterfilter Boxx plant cocoons as central products) was his answer to this.