AltaNova, a partnership between Hoogendoorn Plants and Gebroeders Hoogendoorn, will decentralize its cooperation and face the future as two separate companies.
Geert-Jan and Anton Hoogendoorn, the sales team (Wouter, Arina and Rob), Harm and Reinier Hoogendoorn. Missing from the picture is Kelly, also part of the sales team
From their own strengths
Hoogendoorn Plants and Gebr. Hoogendoorn jointly founded AltaNova Sales in 2017. Within AltaNova Sales, the two family businesses joined forces in sales, marketing, and commerce. This allowed both companies to grow, further professionalize and be visible on the market as one company.
In close consultation, it has now been decided that both companies will continue individually, as this better suits their ambitions. This allows both companies to focus on their own assortment and network even better.
Hoogendoorn Plants, led by Anton and Geert-Jan Hoogendoorn, will continue to focus on growing a range of beautiful seasonal products that are grown at the nursery in Luttelgeest (Weteringsweg).
Gebr. Hoogendoorn, led by Harm and Reinier Hoogendoorn has nurseries in Moerkapelle, Luttelgeest (Bloemenweg), Zevenhuizen and Bleiswijk. They grow a wide range in both perennial garden plants and seasonal products. Their nursery in Portugal plays an important role in the company's further expansion.
Future
Hoogendoorn Plants will continue under its own name and focus on developing a new identity, fitting their vision and assortment. Gebr. Hoogendoorn will continue to operate under the name AltaNova from 2024. Both companies will continue to cooperate where this offers opportunities, such as in offering mix batches. Until the split is finalized, nothing will change for AltaNova Sales customers, and AltaNova's sales team will continue to operate as it does today.
For more information:
Alta Nova 
www.altanova.eu