Paul Hoogenboom Bids Farewell to Holex Flower After 32 Years
October 22, 2026 | 3 min to read
AALSMEER, Netherlands — Paul Hoogenboom, managing director of Holex Flower, part of Dutch Flower Group (DFG), has announced that he will step down from his position effective January 1, 2027. Hoogenboom, 64, plans to devote more time to his family and explore other opportunities that may arise.
Hoogenboom has worked in the floriculture industry since 1987, holding various positions at flower-export companies. He joined Holex in 1995 as a flower salesperson, bringing extensive product knowledge and expertise in flower exports, particularly to long-haul destinations. He has led the Holex organization since 2003.
From Niche Player to Iconic Brand
Founded in 1982, Holex Flower joined Dutch Flower Group in 2005. The company specializes in supplying fresh-cut flowers by air freight to overseas destinations, serving customers in both the wholesale and supermarket segments.
As part of its “Connecting Continents” strategy, Holex operates from its headquarters in Aalsmeer, the Netherlands, as well as locations in the United States, China and Ecuador. Holex Air Logistics was recently added to the group of companies.
“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,” Hoogenboom said. “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 Dutch Flower Group, expressed his appreciation for Hoogenboom’s leadership and contributions.
“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,” van Dam said. “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 confirmed that the process of appointing Hoogenboom’s successor at Holex Flower is underway.
About Holex Flower
Founded in 1982 as an export company specializing in shipping fresh-cut flowers by air freight, Holex employs more than 200 permanent staff members 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 customers, Holex is 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, visit www.holex.com.
About Dutch Flower Group
Dutch Flower Group (DFG) is a global family of specialized floriculture companies. Together, its companies lead in the import, export, farming, trade and market development of cut flowers, bouquets, plants and decorative greenery.
DFG supplies customers in more than 60 countries through its family of companies. It is also the market leader in category management for flowers and plants for leading supermarket chains, garden centers and DIY stores in Europe.
With more than 6,000 full-time-equivalent employees worldwide, Dutch Flower Group achieved combined revenue of €2.3 billion in 2025.