The world’s largest trade hub for flowers and plants, Royal FloraHolland, is announcing the appointment of Martin de Ruiter and Thomas Bugel to its management team, effective from 1 January 2025.
As chief buyer partnership development & International (BPD&I), De Ruiter will focus on creating joint growth in close partnership with buyers on our platform. Bugel’s portfolio focuses on value creation for growers in his role as chief grower value management (GVM).
The appointments fit seamlessly into the process of further aligning the services on the Royal FloraHolland platform, digital and logistics, with customers’ needs. From these customer-focused MT portfolios, the various needs can be translated into targeted services for growers and buyers.
Martin de Ruiter, born in 1974, joined RFH in 2000, where he worked on introducing the Aalsmeer Shuttle. He has since held many positions at the intersection of commercial and digital activities.
He currently works as a commercial manager for Floriday. His work focuses on strengthening the supply chain and increasing (international) trade opportunities in collaboration with growers and buyers. Most recently with the signing of the Floriday Covenant with Trade.
Thomas Bugel (1986) has been working for Royal FloraHolland since 2018. He previously worked in logistics and IT, and in recent years, he has worked from the commerce team as manager of the hub in Eelde. In this position, he is responsible for the entire hub. He is also a member of the Commerce MT and has worked on various integral strategic projects for revenue growth and logistics efficiency.
Commenting on the changes to the management team, Royal FloraHolland CEO Steven van Schilfgaarde says: ‘With Martin and Thomas, we are strengthening the MT from within, and I am proud of that. Both are very familiar with the world of growers and buyers and know the organisation inside out. Their strength lies in their integral view, knowledge of the industry, contacts with growers and buyers and their hands-on mentality to get things done. They have proven to be true team players.”
Buyer Partnership Development & International
Contact with buyers is an important foundation in the floriculture chain from grower to buyer. BPD&I focuses on establishing more strategic partnerships with buyers nationally and internationally. Royal FloraHolland’s position in the international floriculture sector is growing, and it is looking to expand in partnership with exporters. From International, RFH focuses on both growers and buyers by developing services and offers relevant to international growers and buyers. The Floriday digital platform is of strategic importance here.
Grower value management
As members of the cooperative, the growers are at the heart of Royal FloraHolland and are also its customers. GVM focuses on the grower as a customer. The main objective is to increase the value of the RFH platform for growers by better meeting their specific needs with tailor-made services. Among other things, this will ensure that the grower’s assortment is even better matched to demand. To achieve this, GVM’s auctioneers, product management and account management work closely together.
Management team
These appointments complete the management team of Royal FloraHolland. It consists of Steven van Schilfgaarde (CEO), David van Mechelen (CFO), Pieter Bootsma (CVO), Leendert-Jan Plaisier (Logistics), André van der Linden (Digital Platform & IT), Martin de Ruiter (BPD & International), Thomas Bugel (GVM) and Anita Bonder (Human Resources).
Claudia Hölzel will leave the organisation
The position of Chief Grower Officer will be discontinued in the new structure. Claudia Hölzel will leave the organisation on 1 January 2025. Steven van Schilfgaarde says,” Claudia has played an important role over the past few years in strengthening the relationship with growers, both as members and as customers. She and her team have also been committed to the certification scheme, with a particular focus on the position of small growers. She has done this with commitment and conviction and we are grateful for what she has achieved. I thank her for the great dedication and heart she has always shown for the sector. I wish her every success for the future.”
