Floribusiness Dümmen Orange reorganises commercial operations

    Dümmen Orange reorganises commercial operations


    Breeder Dümmen Orange is going to manage its commercial activities in Europe, the Middle East and Africa (EMEA) per region from now on. The roles of the current Commercial Directors EMEA for the divisions flowers and plants, Ringo Veenman and Perry Dekkers respectively, will disappear.

    By Hans Neefjes

    Dümmen Orange has already been using a regional approach for its commercial tasks outside Europe, the Middle East and Africa (abbreviated to EMEA) for a while. The company says it’s more effective when it comes to decision making and market approach, compared to their traditional setup with one person heading a division, such as plants or flowers, for many countries at the same time. Consequently, the company no longer needs commercial directors for specific divisions, and Ringo Veenman and Perry Dekkers left Dümmen Orange in week 40.


    The regional managers in the Benelux, Africa, Southern Europe and Eastern Europe are going to have a more important role in the new situation. Reinoud Hagen is the regional manager for the Benelux. As Head of Commercial Operations EMEA, Noelia Mansilla will be leading all regional teams.

    More effective

    According to Dümmen Orange, the EMEA Sales team will be able to operate more effectively as one team and one company. The talent, opportunities and potential required to implement the company’s strategy, is all there. Dümmen Orange will try to keep its leading position, improve their overall performance and optimise talent use through training. In addition to the reorganisation, there will be an increased focus on local market dynamics and opportunities. The company wants to get closer to their growers and support them in a customer-oriented way.

    Special retail officer

    On top of the transition to a sub-regional approach, Dümmen Orange will also appoint a special retail officer. This person will be leading the retail activities that the breeder and its growers are involved in, in order to increase the visibility and commercial opportunities of varieties in this segment.

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