Rick Kroon Commercial Director of Van Zanten Breeding

13 Jul 2021

Commercial connector completes management team of international ornamental plant breeding company.

Rick Kroon (55) will join Van Zanten Breeding as Commercial Director in September 2021. His role will be to further roll out and reinforce the ambitious commercial strategy that the company has introduced.

“We want to conquer a larger share of the world’s markets in our segments. Rick Kroon is the perfect man for the job. We believe that he can make our commercial team fly – both literally and figuratively,” says Maarten Goos, Managing Director of Royal Van Zanten.

Kroon spent the past 15 years at Anthura, where he was responsible for the company’s worldwide sales organisation outside China. He is accustomed to working with major customers and developing collaborative relationships with new ones. With his knowledge of the sector and background in commercial strategy, he completes the Royal Van Zanten management team.

Maarten Goos: “Rick not only speaks the language of our sector. He is a globetrotter who speaks seven languages and is used to building strong teams. That makes him the ideal person for growing our relationships with both existing and new customers.”

Rick Kroon adds: “Royal Van Zanten’s extensive portfolio and their leading position in various varieties offer a lot of potential. I am looking forward to turning that potential into reality and further developing our partnerships with customers worldwide. Royal van Zanten is on the up. It is investing heavily in innovation and professionalisation, and the enthusiasm of the people is infectious. I am very excited to be able to play my part in that.”

International growth
As an innovative breeding company, Royal Van Zanten is a major player in the international ornamental horticulture sector. In recent years it has invested heavily in developing its people, expanding its international team and introducing a new commercial strategy. Royal Van Zanten staff are passionate about their work, and the company is keen to communicate that to the market. Over the next few years it intends to continue to invest in its sales organisation and marketing with the aim of accelerating its international growth. Rick Kroon will play a crucial role in this as Commercial Director.

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