MPS Group has announced the appointment of Linda Hoogendoorn-Veelenturf as the new General Director, effective 1 November 2025. The organization, which encompasses Stichting MPS and its certification arm MPS-ECAS, sees her arrival as the beginning of a new chapter in its mission to advance sustainability in the global flowers and ornamentals sector. Working closely with growers, trading companies, and retailers, MPS aims to further strengthen its role as a driving force for transparency and measurable progress in sustainable horticulture.
The Board of MPS expressed great confidence in the appointment. Chair Marco van der Sar highlighted Linda’s strong track record in stakeholder management, digital product development, and collaborative initiatives across the sector, noting that her skills align closely with the organization’s ambitions for 2030. At the heart of those ambitions lies the goal of cementing MPS’s position as a data-driven authority in sustainability certification for the horticultural industry.
Linda Hoogendoorn-Veelenturf brings with her a wealth of experience from her time as Director and CEO of Stichting Greenform, where she spearheaded the digitalization of trade processes through the Varb platform and the PLANTARIUM|GROEN-Direkt trade fair. Throughout her career, she has been recognized as a champion of chain-wide collaboration, innovation, and sustainability. She emphasizes the importance of coupling market transparency and data-driven decision-making with personal relationships and expertise. Reflecting on her new role, Linda shared her excitement at joining the professional team at MPS and working with stakeholders across the supply chain to further sustainability goals. She pointed out that the organization’s unique data capabilities can help make sustainable development not only transparent but also measurable and actionable, offering the sector tangible pathways to a more resilient future.
Before officially stepping into her role, Linda will attend the MPS GreenConnect event at Fort Altena in Werkendam on 1 October 2025. The gathering will provide partners and business relations with the opportunity to meet her in person and hear more about the organization’s plans for the years ahead. The programme will include contributions from Lidl Nederland, Wilderful, and Koppert Cress, as well as an interactive panel discussion with representatives from Intratuin and the Floriculture Sustainability Initiative (FSI). With networking opportunities built in, the event will serve as both a welcome moment for Linda and a platform to showcase the renewed ambitions of MPS Group as it looks toward the future.
Source: MPS