Dümmen Orange appoints new CEO

PHOTO COURTESY OF DÜMMEN ORANGE

In May, Dümmen Orange appointed Anthony Christiaanse as its new CEO and successor of Hugo Noordhoek Hegt, who had led the company since 2019. Noordhoek Hegt will serve on Dümmen’s supervisory board.

In tandem with the new CEO announcement, Dümmen Orange also revealed new ownership, which includes a consortium of current lenders: ICG, J.P. Morgan Asset Management, Neuberger Berman, Tresidor and Triton Debt Opportunities. Funds advised by BC Partners, the majority shareholder since 2015, will be a minority investor. As part of the deal, according to a released statement, the new owners will provide additional financing “to deliver a de-levered and sustainable balance sheet.”

Christiaanse notes that “a substantial injection of new capital will provide a solid financial platform for achieving Dümmen Orange's ambitious objectives in the coming years.” Part of those objectives includes implementing “a more focused strategy in the highly fragmented floriculture market.”

Earlier this year, Dümmen also announced several changes, including selling its global orchids business; discontinuing its exclusive licensing agreement for North America with HilverdaFlorist for potted dianthus; discontinuing its licensing agreement with Westhoff for the production of unrooted cuttings of Westhoff breeding products; and the sale of its anthurium production in the Netherlands.

Greenhouse Management Editorial Director Kelli Rodda caught up with Christiaanse after FlowerTrials 2024 to find out more about his new position and his vision for the company.

Greenhouse Management: What are your top priorities for Dümmen Orange?

Anthony Christiaanse: We have refined our business strategy, and my priority is to ensure its successful implementation. We have already taken a number of concrete steps, such as the sale of our global orchid business. It is important now that we focus the right energy on the right things.

GM: What are Dümmen Orange’s strengths?

AC: We have a very strong patented portfolio of world-class genetics in key segments of the market and a tremendous capacity to innovate. Floriculture breeding is transitioning from conventional to predictive breeding, and our world-class R&D team is one of the driving forces behind this. We believe in the power of innovation and lead the way in the use of modern breeding tools and prediction software for faster creation of high-impact varieties — like for instance our disease-resistant Intrinsa varieties.

In addition to all this, we have a diversified network of production sites supported by a global supply chain and — last but certainly not least — a fantastic team of passionate and knowledgeable people.

GM: Are you able to describe the company’s “focused strategy”?

AC: Our strategy is aimed at maintaining and expanding the leading positions we have in a number of segments, especially annuals, perennials, pot plants and cut flowers. It’s a strategy that is focused on innovation and supply chain, delivering top quality products on time in those markets. This requires the right innovations, the right products and operational excellence. In essence, this means maximum focus on customers in these segments and on delivering products and services that help them to become and stay successful.

GM: And was selling the anthurium and orchid production, as well as discontinuing the licensing agreements with two companies, part of that focused strategy?

AC: Yes, this is completely in line with what we mean by more focus. As a breeder, we cannot always make the difference in the marketplace. For example, orchids have very specific characteristics. To remain successful in the global orchids market, focus is needed. Within Dümmen Orange's global portfolio, we cannot offer orchids that focus, and that is why it’s better to take this decision.

GM: How much will the Dümmen Orange business model change during the next few months?

AC: Our business model itself does not change. We are committed to innovative breeding and fostering strong partnerships, operational excellence, supplying high quality products from our farms and providing superior service to our customers through our distribution in North America.

GM: How will the new funding structure benefit Dümmen Orange?

AC: Our new owners — which have been involved with Dümmen Orange for some time already and know our business well — have provided a substantial injection of new capital. They are committed to the success of Dümmen Orange, which provides a solid financial platform for achieving our ambitious objectives in the coming years.

GM: What are you looking forward to most in terms of leading the company?

AC: I very much look forward to continuing to work with my passionate and committed colleagues here at Dümmen Orange. I see that commitment not only in the executive committee but throughout the organization worldwide. There is a fantastic team here with fantastic products and a great drive to support our customers and strengthen their business.