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Joep van den Bosch, HortiMax:

"Ambitions without borders"

The last three years have seen big steps from HortiMaX. The strategic country analysis resulted in setting up offices abroad in focus countries, the product portfolio being expanded, so that suitable low tech, mid tech and high tech solutions can be offered and HortiMaX has in the meantime linked in with various international collaborations.

Joep van den Bosch started three years ago at HortiMaX. That was half a year after the takeover by Ridder Drive Systems. It had a clear task for HortiMaX: more presence on the international market. Joep got the task of making this happen. The targets are now on countries in which HortiMaX expects that 90% of their growth will come from in the coming 5 years. At the moment, international offices have been set up in 6 countries. Currently, a lot of Dutch people are driving them, but the Ridder brand and HortiMaX want local people to expand them. We still have plans for more offices.

The user information is stuck on the case in the language of the client. Here, it's Chinese.

Before the takeover by the Ridder Group, HortiMaX was focused on Benelux. And therefore on products which were suitable for a high tech area. In order to fit in with the international markets and the mid and low tech glasshouses, there have been new climate and irrigation systems developed in the past few years for these target groups. The technology needs to fit the local market.

Joep van den Bosch: "With Ridder, we have gained a strong network of international glasshouse builders. We are looking for collaborations with international partners together with Ridder. This is going quickly and our network is increasing."

Ridder is a family business. Joep considers Ridder to have a client oriented culture, with an emphasis on quality that can quickly and pragmatically respond. It suits him. "The business culture fits with me. Ridder was looking for a CEO for HortiMaX with knowledge of the sector, the horticulture technology and with experience of working internationally. They found these qualities in me."

The Ridder Group want to be a broader supplier in horticulture and besides HortiMaX, it has other ambitions in horticulture. In the meantime, in 2015, they started a new business unit, Ridder Climate Screens in order to deliver screens in international horticulture.

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

Bram Vanthoor
+52 1 442 106 3220

Wil Lammers
+1 949 690 3070

Vincent Aubret
+33 6 2322 2850

Francisco Alonso
+34 6 3783 7836

Fulco Wijdooge
+86 158 1050 1047

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