Management change at The Floral Connection

Over the past seven years as director of TFC, Hans van Ree has been known for his dedication and close involvement with colleagues. He has played a major role in the development of TFC. Under his leadership, the three DFG retail companies Bloom, Greenex, and Green Partners were successfully merged into one organisation: The Floral Connection. Since then, the company has achieved significant revenue growth. In addition, he restructured procurement towards long-term purchasing, developed the commercial function into an important data-driven partner for major European retailers, and expanded the production facility in Aalsmeer into one of the largest in Europe.

Jan van Dam, CEO of Dutch Flower Group: “I am extremely grateful to Hans for his commitment and energy in building TFC. After seven years, both Hans and DFG agreed that the time had come for a new phase. We wish Hans every success in the next step of his career. Thanks to the strong foundation established under his leadership, we look to the future of TFC and the continued development of our customers with confidence.”

As of 1 May 2025, Frances Franken will assume the role of managing director of The Floral Connection. Together with Maikel Veenboer, who joined as financial director in October last year, she will form the new management team of The Floral Connection.

Frances Franken brings extensive expertise in the retail sector. Since 2021, she worked as commercial director at Jumbo Supermarkten, where she was responsible for purchasing, assortment, and marketing. Prior to this, she held the position of Chief Digital Officer for Europe and Indonesia at Ahold Delhaize. She was also CEO of Gall & Gall and held various commercial management positions at Albert Heijn. Frances began her career at Procter & Gamble.

Frances Franken: “The dynamism of the floriculture sector and the international position of The Floral Connection greatly appeal to me. I have always been fascinated by the bustling activity in the Westland and Aalsmeer regions, and I am proud to now be part of it. With my retail experience, I aim to contribute to strengthening our role as a specialised partner for large-scale retail in flowers, bouquets, and plants. I look forward to shaping the future together with the team at TFC.”