The strength of a forward-looking family business

Christiaan and Henrik grew up 'on the company.' Until recently, father Bert Rietberg was still involved with the company. He still lives in the company residence and regularly pops his head in. “He can't help it, just like making comments about the products: ‘Did you give that corner extra water in time?’ We generally automate everything, and he's getting used to that. But often, he has a point. It remains a natural product that can't be managed solely with data. You also need a sense of the product,” says Christiaan. 

Knowledge that can only be passed on through experience.

“Our uncle Rutger also has that knowledge. Knowledge from years of experience,” notes Henrik. “He looks at the crop, the air, feels the temperature, and knows exactly what is needed to optimally develop the plants. Much can be digital, but this is truly knowledge you can only acquire by experiencing it; by walking along, hearing, feeling, and seeing what he means. Although he is also winding down, we are happy that he still supports us in this!” 

Passing on the family business

And then comes the moment when the previous generation wants to enjoy what they've built. The moment when father and uncle started thinking about business succession, they embarked on a process with Promissie. When it came to figures and taxation, this party advised the family to enlist De Jong & Laan. From that moment, an intensive collaboration began; with Edens Plants and De Jong & Laan, but also between De Jong & Laan and Promissie. 

By entering into an intensive collaboration, a detailed transfer plan was created. A plan that goes beyond what you initially think of with an accountant-related approach.

If you want to add value as an advisor, you must dare to say it as it is.

“That's information you don't set in stone now,” Emiel continues. “Just as with the development of a plant, you must monitor this, nurture it, and ensure the right conditions around it. An ongoing process in which we coordinate a lot with each other. Besides insights based on digital dashboards with which we share numerical information, we also just talk a lot with each other. And that ranges from a chat about personal matters to really diving deep into work content. That again requires mutual trust, but also courage. Because if you really want to add value, you have to dare to say it as it is, ask that one critical question, or give the advice that they might prefer not to hear.” 

The men have grand plans for both directions of the company; professionalizing the organization by optimizing processes. Christiaan: "With the help of de Jong & Laan, we are now working on an employee handbook, for example. Brainstorming with personnel advisors Michelle Smeenk and Annemarie Wonink provided us with the insights into what we do and don't want in order to achieve good employment practices. But we also contribute to society, for example, by helping Ukrainian refugees find jobs at the moment.”

Hendrik is also eager to share his passion; the product itself. Big plans are in store there too. “Through breeding and protection of acquired varieties, we are focusing on innovation and broadening the portfolio. This creates opportunities in the market that we are, of course, keen to seize. De Jong & Laan assists us with thorough market analyses, justification and accountability for the necessary investments. Together, we are confidently looking to the future.”