


Sustainability has become a defining priority across the international flowers and ornamentals sector, and certification body MPS Group is stepping into a new chapter of its journey. From 1 November 2025, the organisation will be led by Linda Hoogendoorn-Veelenturf, who will assume the role of General Director of Stichting MPS and its certification arm, MPS-ECAS.
Her appointment underlines MPS’s ambition to strengthen its global position as a data-driven authority on sustainability certification. Board Chair Marco van der Sar noted: “Linda’s experience in stakeholder management, digital product development and sector-wide collaboration is a perfect match for MPS’s ambitions for 2030.”
Linda is well-known in the green sector for her work on digitalisation, transparency and collaboration. As Director/CEO of Stichting Greenform, she was the driving force behind the Varb platform and the PLANTARIUM|GROEN-Direkt trade fair. She now brings this experience to MPS, focusing on making sustainable development truly measurable and transparent.
“MPS’s unique data capacity offers opportunities to increase transparency, making sustainable development truly measurable and controllable,” Linda said. “Working together to future-proof the flowers and ornamentals sector is a fantastic challenge that I’m really looking forward to.”
Linda will be officially introduced to partners at the MPS GreenConnect event on 1 October at Fort Altena, Werkendam, where the organisation will also share its future ambitions alongside industry voices from Lidl Nederland, Wilderful, Koppert Cress, Intratuin and FSI.
MPS currently supports more than 3,200 growers across 52 countries with its internationally recognised sustainability certification schemes.