"Our ambitions are global"

Joep van den Bosch, HortiMaX:
"Our ambitions are global"

HortiMaX has made great strides over the past three years. Our strategic country analysis has led us to set up international offices in several 'focus countries'. We've also expanded our product portfolio, so we can provide solutions for any technological environment, and HortiMaX has joined various international partnerships.

Joep van den Bosch became CEO of HortiMaX three years ago. This was six months after the takeover by Ridder Drive Systems. It had a clear mission for HortiMaX: expand its presence on the international market. Joep was instructed to set out a strategy for this objective. Our strategy focuses on countries where we expect 90% of our growth to occur over the next 5 years. HortiMaX now has international offices in 6 countries. Although these offices are still mostly led by Dutch employees, the eventual aim is for the local staff to develop the Ridder and HortiMaX brands in those countries on their own. And HortiMaX has plans to open more offices.

The user instructions are attached to the system's cabinet in the customer's native language. In this case, Chinese.

Before the takeover by the Ridder Group, HortiMaX was primarily focused on the Benelux countries. This meant that HortiMaX products were mainly designed for high-tech environments. To connect with international markets and mid- and low-tech greenhouses, we've designed new climate and irrigation systems for these target groups in recent years. After all, the technology must suit the local market.

Joep van den Bosch: "Ridder has enabled us to develop a strong network with international greenhouse builders. Together with Ridder, we're constantly looking for new international partners. This has been very successful and we've managed to expand our network significantly."

Ridder is a family business. Joep feels that Ridder has a customer-focused culture, with an emphasis on quality and responds quickly and pragmatically. And Joep likes that about Ridder.  "Their corporate culture suits me perfectly. Ridder was looking for a HortiMaX CEO with knowledge of the industry and horticultural technology as well as experience in internationalization. They found these qualities in me."

The Ridder Group intends to become a broader horticultural supplier and has other ambitions in this sector besides HortiMaX.  Earlier this year, Ridder set up a new business unit 'Ridder Climate Screens', so it can also provide screens to the international horticulture market.

Source (Dutch text):  http://www.groentennieuws.nl/artikel/128009/Onze-ambities-zijn-grenzeloos

For more information:
HortiMaX Netherlands
Joep van den Bosch
(015) 362 03 00

Bram Vanthoor
+52 1 442 106 3220

Wil Lammers
+1 949 690 3070 +1 949 690 3070

Vincent Aubret
+33 6 2322 2850 +33 6 2322 2850

Francisco Alonso
+34 6 3783 7836 +34 6 3783 7836

Fulco Wijdooge
+86 158 1050 1047 +86 158 1050 1047

Upcoming events


20-22 February
Gorinchem, The Netherlands

Shouguang Veg. Expo
20-22 March
Shouguang, China

9-11 May 2018, Booth #1342
Ernest N. Morial Convention Center, New Orleans, LA

Hortiflorexpo IPM
9-12 May
Beijing, China

12-14 June
Amsterdam RAI, The Netherlands

Cultivate '18
14-17 July
Columbus, OH, USA

Canadian Greenhouse Conference
3+4 October
Niagra Falls, Canada

Expo AgroAlimentaria
13-16 November
Irapuato Mexico