At the EconSeeds premises in Hoogkarspel, in the Netherlands' North Holland province, the Veenstra family gathers around the table: founders Hans and Froukje, their son Joran, and daughter-in-law Merian. A third generation is already making its presence known.
From Kieft to EconSeeds
EconSeeds traces its origins to 2007, when Hans Veenstra was working at seed company Kieft, which was later absorbed by PanAmerican Seed. That transition created an opportunity to take over part of the product range that would not be continued under the new ownership. "That was the moment we started EconSeeds," Hans explains. "The name derives from a catalogue that Kieft had offered under the name Economy Seeds. We shortened that to EconSeeds."
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Hans, Froukje, Merian and Joran
The company officially launched in 2008, during the global financial crisis. "That was quite tough," Hans recalls. "Especially in the early days, we really had to fight for it." Growth followed nonetheless. In 2009, the business relocated to the Elbaweg in Hem, laying the foundation for further expansion.
Growing with in-house production
A significant step came with the expansion into France, where EconSeeds established its own production operations. In 2016 and 2017, the French company Bertrand was acquired. "Our goal has always been to carry as broad a range as possible, but with our own control and oversight," Hans explains. "Production in France made that possible."
The company grew from a small team of four to around forty employees, spread across the Netherlands and France. Production takes place primarily in France, while logistics and processing are handled from Hoogkarspel.
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Family business in motion
Over the years, the next generation became increasingly involved. Merian joined in 2015, starting in the lab before moving through various roles into sales. Joran followed later, bringing a background in ICT. "My expertise is in programming," he says. "We wanted an ERP system that fit our processes exactly, so I built one myself."
Froukje continues to play an important role as well. With a background in botanical analysis and a strong affinity for figures, she has handled the administration and finances from the start. "That simply had to be done properly," she says matter-of-factly.
Joran and Merian have gradually taken over operational leadership. Hans and Froukje are deliberately stepping back. "The younger generation is taking over, and that's a good thing," says Hans. "They do things their own way, and that's how it should be."
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One location, one team
Growth brought practical challenges. "We were spread across three locations in Enkhuizen," Joran recalls. "That's not efficient." The move to the current site in Hoogkarspel brought everything together. "Now we're all in one place, which is much better for the team and for collaboration. We also have our trial field here."
Clear division of roles
Joran and Merian have established a clear division of responsibilities. Joran focuses on operations, processes, and systems. Merian handles strategy and commercial affairs. "Up to the shelf is Joran's domain," Merian says with a laugh, "and from there I take over."
The division works in part because the company places a strong emphasis on ownership within teams. "Teams are given genuine responsibility," Joran explains. "From sales to production and quality control. That means people solve problems themselves, and the company grows from within."
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Quality over quantity
Looking ahead, rapid growth is not the primary objective. "We occupy our own niche," says Merian. "The business is good as it is. Growth is part of the picture, but not the end goal. Creating value comes first." EconSeeds aims to differentiate itself through quality and diversity. "We work with a group of passionate people who have real product knowledge," she says. "That is our strength. We have employees from all over the world, even from Australia, purely because of their passion for seeds."
That focus on quality is supported by the fact that EconSeeds manages the entire chain in-house: from production and selection in France to cleaning and distribution. "That is sometimes challenging," Joran acknowledges, "but it also means we can guarantee everything."
Industry challenges
The sector is changing rapidly. Import and export regulations are becoming stricter, quality requirements are increasing, and the market is in constant flux. "You need to be able to adapt quickly," says Merian, "while also maintaining strong customer relationships."
EconSeeds operates entirely B2B, supplying businesses that work with flowers in a wide variety of ways. "Whether the seed ends up in a packet or is used for propagation, we have a relationship with all our customers," says Hans.
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Third generation
As the conversation continues, the youngest family member makes their presence felt once more, prompting smiles all around. "The third generation is already announcing itself," Hans says proudly.
Whether that generation will eventually work in flowers or perhaps in potatoes remains to be seen. Merian's father is active in potato breeding, as one of the few remaining independent breeders in that field.
For now, the focus is on building on what has been established. "There is a lot of history in this company," says Merian. "We want to preserve that. At the same time, we keep developing step by step to stay relevant in a market and industry that never stands still."
For more information:
EconSeeds
De Gouw 74A
1616 DD Hoogkarspel
Tel.: 0228 544066
[email protected]
www.econseeds.nl
