Page 3 - GreenBalanZ lookbook

An unusual pathPure people, Pure Orchids...You could certainly call it an unusual path. Born the son of a plant grower, I endedup in banking after studying Economics at Wageningen University. A world in whichat that time the concept of sustainability, although mentioned, was rarely applied. Yet it appealed to me. As did the possibility of taking over my father’s business.At that time - the start of this century - our sector was still focused entirely on supply: something which was not unfamiliar to me, but which I did nd strange. After all, in my role as account manager at the bank I was constantly involved with the question “what does my customer want?”.Meanwhile, my father continued to source, grow and sell the most beautiful and appealing varie- ties. Handelskwekerij van der Weijden had built up a strong and distinctive position with this by then.The concept of sustainability remain stuck in my head, as did the idea of the customer. Who is our customer, and what do his customers want? And what sort of developments are we seeing in the world of our customer’s customer?The Noughties were characterised by the rapid growth of the Internet and hence the rise of digital networks and social media.This brought the customer’s customer a lot closer, and with it the answer to the question. Sustainability thereby acquired meaning.We started with the ‘Gas-free Greenhouse’, and ultimately our lengthy ‘greening’ process resulted in us being able to display the ‘Green Leaf’ (European organic logo).It was the crowning glory on our work!The transformation from Handelskwekerij vander Weijden to GreenBalanZ came somewhere in the midst of this. And of course we’re still trading. With a wide and leading range - but green!As I look back, I am really proud of the meaning that we have given to the umbrella term of ‘sustainability’. I’m also proud of our team! The people with whom we are ‘greening’ further every day.‘Pure people, Pure orchids’ describes my nursery GreenBalanZ!Lennard van der Weijden3