Maikel Veenboer appointed financial director at The Floral Connection

NETHERLANDS – Maikel Veenboer officially started the role of financial director at The Floral Connection, part of the Dutch Flower Group (DFG) on October 1, 2024.

His appointment is seen as a significant addition to the company’s leadership, complementing the efforts of managing director Hans van Ree.

With over 20 years of experience in finance and operations, Veenboer is well-positioned to make an impact. His most recent role was as CFO at ASSA ABLOY, where he led the international finance team and played a crucial role in overseeing global projects related to production and IT.

Before this, he worked in key financial roles at PaperlinX and Getronics, bringing a wealth of knowledge in managing business operations.

“I’m excited to join The Floral Connection and work alongside a passionate team,” Veenboer said. “The floriculture industry has a unique dynamic, and The Floral Connection’s role as a specialized supplier and partner to European supermarket chains is something I find highly appealing. I’m confident that my experience will help us further strengthen our position in this market.”

Veenboer’s career has been marked by a series of leadership roles. His experience ranges from financial director positions to corporate controller roles at prominent companies in various industries.

His extensive background in managing investment programs, financial teams, and overseeing operations makes him a valuable asset to The Floral Connection as it continues to grow and expand its reach in the European market.

At ASSA ABLOY, Veenboer was responsible for SDC, a B2B manufacturer of garage doors, components, and services.

His contributions helped solidify the company’s international presence, and now, he’s expected to bring that same level of strategic thinking to the floriculture sector.

Ride for the Roses 2024: A successful charity event

In related news, Dutch Flower Group participated in the 25th edition of Ride for the Roses on September 29, 2024.

Nearly 200 colleagues, family members, and friends of the company took part in the event, cycling and walking to raise funds for cancer research.

With a total of 1,600 participants, the event generated more than €240,000 for KWF, a cancer research organization in the region.

Dutch Flower Group’s participation highlighted the company’s commitment to giving back to the community, a value deeply ingrained in its corporate culture.

“We are grateful to everyone who participated and supported this meaningful cause,” a company representative said. “Special thanks to our sponsors and partners who made this day possible.”

The event attracted participants of all ages, from children as young as seven to seasoned cyclists. The collective effort underscored the unity and dedication of Dutch Flower Group in supporting cancer research and regional support centers.

As Veenboer steps into his new role at The Floral Connection, the company remains firmly grounded in its values, continuing to prioritize both business growth and community involvement.

His leadership will undoubtedly guide The Floral Connection toward new opportunities in the floriculture industry.

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