Aalsmeer, the Netherlands — October 1, 2026 — Paul Hoogenboom, Managing Director of Holex Flower, part of Dutch Flower Group (DFG), has announced that he will step down from his position at the company effective January 1, 2027. Hoogenboom (64) would like to devote more time to his family and to other opportunities that may come his way.
Hoogenboom has worked in the floriculture sector since 1987, holding various roles at flower exporters, and has led the Holex organisation since 2003—for exactly 24 years.
He joined Holex in 1995 as a flower salesperson, bringing extensive product knowledge, experience and expertise in flower exports, particularly to long-haul destinations.
Holex Flower was founded in 1982 and joined Dutch Flower Group in 2005. The company specialises in supplying fresh cut flowers by air freight to overseas destinations, serving customers in both the wholesale and supermarket segments. In line with its ‘Connecting Continents’ strategy, Holex operates from its home base in Aalsmeer as well as from locations in the United States, China and Ecuador. Holex Air Logistics was recently added to the group of companies.
Hoogenboom: “I look back with pride and appreciation on everything I have been able to build and achieve together with the Holex teams, from our relationships with customers and growers to the growth of our company. We have always been driven by a passion for flowers, dedication to our profession and genuine care for the people in our companies. I am therefore deeply grateful to my colleagues, customers, Dutch Flower Group and suppliers for their commitment and support throughout all these years.
“After my departure, I intend to become involved in local politics in the municipality of Kaag en Braassem and to take on any projects or challenges that come my way and suit me. After the many years of intensive commitment I have devoted to the company, my family also deserves more of my time and attention.”
Jan van Dam, CEO of DFG: “I would like to extend my heartfelt thanks to Paul. Under his leadership, Holex Flower has developed from a niche player into an iconic brand in long-haul export markets. Driven by his love of flowers, cultivation and logistics—and always putting customers and Holex colleagues first—Paul, together with his close-knit management team, has led ‘his’ company with tremendous dedication. Enjoy everything that the future has in store for you!”
DFG has confirmed that the process of appointing a successor at Holex Flower is now under way.
About Holex Flower
Founded in 1982 as an export company specialising in the shipment of fresh cut flowers by air freight, Holex employs more than 200 permanent staff in 2026 across its locations in the Netherlands (De Kwakel, Magnolia 3), the United States (Miami), China (Shanghai and Kunming) and Ecuador (Quito). From these locations, the company supplies hundreds of importing wholesalers in long-haul markets and partners with supermarket chains, particularly in the United States. With products delivered fresh daily and largely ordered online by its customers, Holex is best known for the consistently high quality of its cut flowers, its 24/7 service and its extensive expertise in logistics and cold-chain management.
Since joining Dutch Flower Group in 2005, Holex has been one of the Group’s specialists in shipping flowers by air freight. For more information: www.holex.com.
About Dutch Flower Group
Dutch Flower Group (DFG) is a global family of specialised floriculture companies. Together, they lead in the import, export, farming, trade, and market development of cut flowers, bouquets, plants, and decorative green. DFG supplies customers in over 60 countries through its family of companies and is the market leader in category management for flowers and plants for leading supermarket chains, garden centres, and DIY stores in Europe.
With over 6,000 (FTE) employees worldwide, Dutch Flower Group achieved a combined turnover of €2.3 billion in 2025. For more information: www.dfg.nl.
Media Contact
Marcel Zandvliet, Chief Marketing Officer (CMO), Dutch Flower Group
+31 (0)297 389 389 | [email protected]
