Rainbow Growers Group, a Dutch sweet pepper producer based in the Westland and Wieringermeer regions, marked its 20th crop cycle with a large-scale anniversary event in The Hague. More than 500 employees, partners, suppliers, family members and other stakeholders attended the gathering, which reflected on two decades of entrepreneurship, cooperation and innovation in the greenhouse pepper sector.
© Rainbow Growers GroupBoard members Patrick Grootscholten, Daaf Steentjes, Thimo van Marrewijk, Peter Steentjes, and Arco Vreugdenhil in front of a packed hall.
Heading into a new direction together
During the event, managing director Patrick Grootscholten looked back at the late 1990s in the Westland region, when small-scale growers delivered their peppers to the auction and sales revolved around the traditional clock system.
"That was until someone stood up and said: this can be done better, this can be done together. Because together you go further, together you are stronger and together you can supply more," Grootscholten said. "That grower was Wim Grootscholten."
This vision led to the establishment of the Cooperative Growers Association Rainbow (Coöperatieve Telersvereniging Rainbow). It marked a shift within Dutch greenhouse horticulture, with companies becoming larger and more professional, and growers increasingly taking on the role of entrepreneurs.
"We were young and not afraid," Grootscholten said. "Innovating together, sorting together, packing together and, above all, pushing forward together."
© Rainbow Growers GroupSpeech Patrick Grootscholten
Building together, even in tough times
In 2005, Rainbow and several fellow growers purchased land for the development of Kwekerij De Wieringermeer, a large-scale sweet pepper greenhouse operation in the North Holland polder. The expansion took place during a period that was later followed by economic uncertainty and several sector-wide crises.
"But we were together," Grootscholten said. "And together you move forward. That conviction helped us through challenging years."
A further milestone followed with the merger that formed Rainbow Growers Group. The original cooperative transferred its commercial activities to Harvest House, while the core principle of cooperation continues within the current organisation.
© Rainbow Growers Group
Room for a new generation
In addition to reflecting on the past, the company also outlined its future direction. Rainbow Growers Group has launched Young Rainbow, an internal development programme aimed at preparing the next generation of leaders. As of 1 January 2026, the initiative has already resulted in two young shareholders joining the company. Grootscholten described them as "partners developed from within our own organisation."
This new generation will address both existing and emerging challenges in the sector, including energy, water management, labour, crop protection, robotisation and artificial intelligence.
"They will succeed," Grootscholten said. "The world needs healthy sweet peppers. And we succeed because we do it together."
© Rainbow Growers GroupThe Fokker Terminal adorned in Rainbow's green
Appreciation and involvement
The opening words marked the start of a grand party that lasted into the late hours. Together with everyone who has been and still is involved in the success of Rainbow Growers Group: employees, shareholders, management, partners, suppliers, friends, and family.
With performances by The Singing DJ, Joël Borelli, and La Fuente, the roof was raised. The dancers of Pure Performance provided additional and surprising entertainment throughout the evening.
© Rainbow Growers GroupThe dancers of Pure Performance
© Rainbow Growers GroupThe roof was raised with DJ La Fuente
The anniversary event also included a charitable initiative. Instead of accepting gifts, the management invited attendees to donate to the Dutch foundation Het Vergeten Kind, which supports vulnerable children. The campaign raised €15,000.
© Rainbow Growers Group
Ready for the future
After an evening where 20 years of bell pepper cultivation, entrepreneurship, and collaboration took center stage, the anniversary was concluded with a clear view of the future. Rainbow Growers Group looks back with pride on two decades of joint growth and confidently forward to everything yet to come. "Twenty remarkable years are behind us," said Grootscholten. "And precisely because we did it together, we are ready for the next steps. Cheers to 20 years."
© Rainbow Growers Group
With gratitude to all employees, shareholders, partners, suppliers, friends, and family who made this anniversary possible.
Management Rainbow Growers Group: Arco Vreugdenhil, Daaf Steentjes, Thimo van Marrewijk, Patrick Grootscholten & Peter Steentjes
On behalf of all shareholders of Rainbow Growers Group: André Boekestijn, André van Winden, Huub Zuidgeest, John van Marrewijk, Mark Brekelmans, Sjaak van Kester, Tom Baak, Tom Bos & Youri Barendse
For more information:
Rainbow Growers Group
[email protected]
www.rainbowgrowers.nl
