Official opening Hoogendoorn Asia:
China: Hoogendoorn announces global expansion into Asia, new office in Beijing
Hoogendoorn officially opened its new office in Beijing. The opening was held at the Dutch Embassy in China on the 23rd of April 2014. Approximately 180 invitees were present at the reception. Together with Hoogendoorn’s CEO Martin van Gogh, Export Director Martin Helmich and Managing Director of Hoogendoorn Asia Erik van Berkum, Hoogendoorn Asia was officially opened. For this occasion an ice sculpture in the shape of Hoogendoorn Asia’s logo was poured with red wine. The speech was held by Export Director Martin Helmich.
This new office represents the expansion of the company in response to customer demand in the rapidly growing market. With this step, Hoogendoorn confirms its position as a key supplier to the worldwide horticultural market. As Hoogendoorn is represented in all continents, it enables doing business across multiple time zones, in different languages and with a strong cultural adaptability.
Closer to its customers
The decision to open a new office in China allows Hoogendoorn to provide a local presence in the Asian market: there is always a specialist available who is well aware of the local climate and business circumstances. This way, recommendations and solutions can be fully aligned with customer’s requirements. Even the software language can be set to user’s wishes. Martin Helmich, Export Director Hoogendoorn: “Hoogendoorn provides user-friendly software in the Chinese language. This allows customers to use the functionalities optimally in order to achieve higher production.” In addition Hoogendoorn also provides local maintenance service, technical support and training.
Boosting horticultural technology in China
The opening of the Asian office has been enthusiastically received by other Dutch horticultural suppliers. “This new office will give a boost to the use of Hoogendoorn’s horticultural technology, contributing to a more innovative and sustainable development of greenhouse horticulture in China and Asia”, said Agricultural Counsellor Marinus Overheul.
Erik van Berkum, Managing Director, has been appointed to run the office in China and the Asian market. Van Berkum has 17 years of experience in the horticultural industry and has been active in Asia since 2001.