Kwekerij Piet Vijverberg celebrates 80 years of craftsmanship and quality
Eighty years of craftsmanship cannot easily be captured in a single conversation. From the first rented plot where grandfather Kees Vijverberg cultivated fruit and vegetables shortly after the Second World War, to today's hectares filled with high-quality Phalaenopsis orchids. Over the past eight decades, Kwekerij Piet Vijverberg has never stood still. To gain an insight into the colorful world of this remarkable company, we sat down with Alex Duindam and Sander Vijverberg.
Can you tell us a little about yourselves?
Alex: My name is Alex Duindam, I am 51 years old and work as Commercial Director at Kwekerij Piet Vijverberg. I was born on a farm in Nederhorst den Berg. My father is originally from the Westland region, so we came here regularly. That connection with Westland has always remained. From a young age, I found greenhouse horticulture a fascinating sector, and after horticultural college I started working for a plant breeder and nursery. There, I progressed to become responsible for commerce and the business office. After seventeen years, I was ready for a new challenge and joined Kwekerij Piet Vijverberg.
Sander: I am Sander Vijverberg and I have been working in the family business for as long as I can remember. Over the years, the company has grown significantly and become increasingly specialized. Of course, as a teenager you think about what you want to do later in life, but for me it became clear quite quickly: I wanted to join the family business. Another career path was never really an option. Fortunately, I loved it as well, so I never left. I am mainly responsible for everything related to cultivation.
What do you enjoy most about your work at Kwekerij Piet Vijverberg?
Sander: There are many things I love about my work, but my greatest passion is growing Phalaenopsis. I introduced this crop within the company myself and over the years developed it into a product of the highest standard.
Alex: That development is clearly visible in the product. The first Phalaenopsis grown here are hardly comparable to the quality we deliver today. I also think that is one of the company’s strengths: everything is focused on cultivating plants of the highest possible quality.
Sander: We are constantly experimenting, developing, and improving, both in our assortment and in quality. You always want to take the next step forward. And when you see such a premium product standing there, eventually finding its way to stores all over the world, it gives you tremendous satisfaction.
Can you tell us something about the history of Kwekerij Piet Vijverberg?
Sander: My grandfather was the son of a grower and, shortly after the war in 1946, started by renting a fruit and vegetable nursery in Naaldwijk. Later, my father Piet joined the company. He saw opportunities in ornamental horticulture and introduced it within the nursery. In 1977, he fully took over the business, creating Kwekerij Piet Vijverberg. In the mid-1980s, we made the transition to potted plants.
Alex: When you look at the company’s history, you actually see the same pattern repeated over and over again: identifying opportunities, investing, and continuing to build. Piet started growing Dracaena in 1986, and Sander introduced Phalaenopsis in 1998. These eventually became the crops on which the company is built today.
What have been the most important milestones for the company?
Sander: Naturally, the start of the business itself, because if my grandfather had not started a nursery, we would not be sitting here today, haha. But seriously, my father Piet played an enormous role in the company’s development. He was always focused on innovation, whether in assortment, business operations, or technology. Yet he never lost sight of one thing: quality.
Alex: That focus on quality is still visible today. In my view, focus, quality, and forward thinking are the company’s three key pillars. Focus can be seen in the decision made in 2022 to place greater emphasis on premium three- and four-spike Phalaenopsis, allowing us to stand out in the higher-end market segment. Quality is reflected in the investments we have made, not only to work more efficiently, but above all to cultivate a better and more consistent product. And perhaps just as importantly, we continue looking ahead. We use technology to grow more accurately and intelligently while becoming less dependent on labor and energy.
Can you tell us about the current structure of the company and developments in recent years?
Sander: We have a flat organizational structure. Because everything is located on a single site, communication lines are short and colleagues can easily find one another. Within the company, different teams operate, such as cultivation, sales, and administration, each with its own expertise and management.
Alex: Those different areas of expertise are essential when operating in the premium segment. From cultivation to sales, everything has to be right. Ultimately, that is reflected in the quality of the product. At the same time, we remain a family business. Everyone has their own responsibilities, but we do it together. That sense of involvement is still very much present.
What are your ambitions for the coming years?
Alex: Our ambition is to maintain and further improve our high level of quality. In addition, we will continue investing in assortment renewal. One example is Star Quality By5, our own quality label introduced in 2012. Thanks to its distinctive packaging, the quality of Kwekerij Piet Vijverberg is recognizable further along the supply chain.
Sander: We also want to continue developing in cultivation. In recent years, we have invested in geothermal energy, LED lighting, the IIVO climate computer, optimizations to the WPS system, and ICT. In addition, we continue to specialize according to customer needs. Our plants are supplied year-round to wholesalers, arrangers, florists, and the hospitality industry. In these markets, quality truly makes the difference. The plant must be packaged securely, arrive in perfect condition, have the correct length, and display exactly the desired color. Everything has to be right.
How do you experience the collaboration with Anthura?
Sander: Anthura is a great partner to work with. Reliable, commitments are honored, and the quality is excellent. Whether it concerns delivery, service, or communication, everything simply works well. That fits perfectly with how we like to do business ourselves.
Alex: I completely agree. The great thing is that both companies place a strong emphasis on quality and are always looking at how things can be improved even further. Although, if I may mention one small point, I will always keep hoping for even more new varieties for assortment renewal. But I suspect we are not the only customer saying that, haha.
What are you most proud of?
Sander: The fact that we have existed for eighty years and are still working every day on a beautiful, high-quality product. I am truly proud of that. It is remarkable that, as a family business, we have managed to adapt continuously to developments in the sector for so long.
Alex: I fully agree. I am especially proud of the product grown here every single day. Phalaenopsis has a long shelf life, making it one of the most sustainable flowering houseplants available to consumers. It is also a plant that provides long-lasting enjoyment without requiring complicated care.
Sander: We hope that, eighty years from now, we will still be delivering such beautiful products. If we continue on the path of recent years and keep investing in quality and development, I have every confidence in that.
