Linda Hoogendoorn-Veelenturf appointed as new General Director of MPS Group

On 1 November 2025, Linda Hoogendoorn-Veelenturf will take up the position of General Director of MPS Group, which comprises Stichting MPS and daughter company MPS-ECAS. Her arrival marks the start of a new phase, with the organisation aiming to become even more active in promoting sustainability in the international flowers and ornamentals sector, in close collaboration with producers, trading companies, and retailers.

The MPS Board is delighted with her appointment. Board Chair, Marco van der Sar stated: “Linda’s experience in stakeholder management, digital product development and sector-wide collaboration is a perfect match for MPS’s ambitions for 2030: strengthening our position as a data-driven authority on sustainability certification in horticulture.”

Linda Hoogendoorn-Veelenturf has built a sound reputation at the front line of chain collaboration, innovation and sustainability in the green sector. As Director/CEO of Stichting Greenform, she was the driving force behind the digitalisation of trade processes via the Varb platform and the PLANTARIUM|GROEN-Direkt trade fair. Linda understands more than anyone how important it is to combine market transparency and data-driven choices with human relationships and expertise in the chain. “I look forward to working with the professional team at Stichting MPS and MPS-ECAS and to collaborating with other parties in the chain to help improve sustainability in the international flowers and ornamentals sector. MPS’s unique data capacity offers opportunities to increase transparency, making sustainable development truly measurable and controllable. Working together to future proof the flowers and ornamentals sector is a fantastic challenge that I’m really looking forward to!”

Linda will be present at the MPS GreenConnect event at Fort Altena in Werkendam on Wednesday, 1 October 2025. Partners and business relations will be given the opportunity to meet Linda during this meeting, as well as enjoying a preview of the MPS ambitions for the coming years. The afternoon will also feature inspiring speakers from Lidl Nederland, Wilderful and Koppert Cress, an interactive panel discussion with representatives from Intratuin and FSI, as well as ample networking opportunities.

We would like to extend a warm welcome to Linda and wish her every success and enjoyment in her new role!