New generation now at Dutch nursery's helm

Koos and Rien Hoogendoorn have officially transferred their Dutch nursery, AltaNova, to a new generation: Harm and Reinier Hoogendoorn. 

Harm and Reinier have both worked at the company since they were youngsters and have been helping manage the business for several years. This move makes the brothers jointly responsible for three of AltaNova's Dutch branches and its location in Portugal. Another of the company's Dutch locations is in Geert-Jan and Anton Hoogendoorn's hands.

These AltaNova nurseries jointly grow a comprehensive, year-round range of seasonal flowering bulbs and perennials. You can see all these AltaNova varieties at their stand (28.2) during the Royal FloraHolland Trade Fair on November 9-11.

Stepping back
Though the transfer is now official, it does not mean Koos and Rien will wholly disappear from the scene. Rien will keep managing one of the Dutch locations where they grow Stephanotis. Koos will assume an advisory role and will regularly visit their Portuguese nursery. Times may be turbulent in the floriculture sector, but AltaNova is proudly delighted with this development.

This transfer will change nothing for staff, suppliers, or clients.