Written by
Sanne Sips
There has been a new management board at Plants & Flowers Foundation Holland (formerly the Flower Council of Holland) since February 2025. With the introduction of a Supervisory Board alongside the Management Board and Board of Experts, there is now a clear distinction between supervision, strategy and execution. This structure ensures a clear separation of responsibilities and strengthens the balance between the interests of members and quality of strategy implementation.
The Supervisory Board currently has six members: Chairman Marco van der Sar (independent ), Alice van Veen (Royal Lemkes), Peter ten Have (J&P ten Have nursery), Ton van Mil (Royal Brinkman), Mariska Werring (independent) and Jack Goossens (Gova BV). This group brings a valuable mix of knowledge and experience to the supervisory role.
The board consists of one senior executive, who is responsible for strategy and execution, in addition to a management team. There is also a Board of Experts, which serves as an advisory body and is currently in the process of being formalised. Yvonne Watzdorf, Managing Director of Plants & Flowers Foundation Holland under the new model, continues to be responsible for the daily management and strategic direction of the organisation. She looks forward to collaborating within the new model: “This step puts us in an even better position to achieve our ambitions for the sector.”
Marco van der Sar adds, “We’ve worked very hard this past year to fulfil our plans. The new management model enables us to work in a more targeted and efficient manner, as it clearly shows who has responsibility for what.”
With the new structure, Plants & Flowers Foundation Holland is taking an important step towards strengthening the reputation of the horticulture sector through its marketing and communications activities, while also attracting positive attention to flowers and plants from European consumers.
