With the introduction of the new CSRD legislation, companies in the fresh produce trade and horticulture sector face significant challenges. "There is confusion all around. Many companies don't know where to start," says Frans Timmers. After a long career in the AGF and flower sector, he has spent recent years advising cultivation and trading companies in the Netherlands and Belgium on their business strategies.
Together with Inge De Clerck, who has over 25 years of experience supporting companies in sustainability, Frans has launched a new initiative to help entrepreneurs take action on sustainable business practices. This month, Pienter went live. "Our goal is to assist players in the fresh produce and horticulture sector—growers, grower groups, brokers, and exporters of fresh produce, flowers, and plants in both the Netherlands and Belgium—in setting sustainable goals, incorporating them into business strategies, and, most importantly, making these goals achievable," they explain.
Inge De Clerck and Frans Timmers
"With my experience in the fresh produce and horticulture sectors, I've been offering business advice and increasingly noticed that sustainability is becoming a hot topic, especially among SMEs. Stakeholders and banks are asking more questions about this. I am deeply concerned with people and the environment, and I hope to contribute to a more sustainable world," Frans shares. "In my search for additional expertise, I met Inge. She has no horticultural background but has been active in sustainability for years and was willing to adapt her expertise to our sector."
"I think our partnership is unique," Inge adds. "We collaborate closely with clients, focusing on key questions: Where are you now, and where do you want to go? Through a series of sessions, we develop a concrete plan that companies can implement independently or with our support. With the Corporate Sustainability Reporting Directive (CSRD), more and more companies are required to report on the impact of their activities on people and the environment."
A model company
"In the fresh produce and horticulture sectors, large cooperatives and multinationals are leading the way in sustainability efforts. For instance, the ornamental plant cultivation company Royal Van Zanten is a great example. However, there is a significant group of SME companies that are still far behind," Frans notes. "This is our target audience—companies that lack the resources to employ a dedicated sustainability manager."
"Even if these SMEs aren't directly obligated to report on sustainability, they are part of the supply chain and must provide data to their stakeholders," Inge adds. Drawing on years of experience advising companies on sustainability, she emphasizes the importance of identifying current positions and future goals. "Support is crucial; otherwise, these efforts won't succeed. Sustainable strategies must be implemented but also understood and supported by all stakeholders."
Building future-proof businesses
"I often meet companies that believe a few measures—like installing solar panels or placing a bee hotel—mean they're sustainable. But sustainable business is much more comprehensive," Inge explains. "It goes deeper and makes companies more resilient for the future. This is essential, as sustainability will soon become non-negotiable. We aim to help entrepreneurs prepare for questions from customers, governments, consumers, and other stakeholders about sustainability."
In addition, Pienter provides guidance on marketing and communication around sustainability. "Greenwashing is rampant. Traditional marketers often miss the mark in conveying authentic messages. Ironically, unsustainable companies tend to over-communicate, while genuinely sustainable ones—often smaller, family-run businesses—treat sustainability as second nature. Of course, it's never entirely black and white," Inge says.
Sustainable business as an opportunity
"We don't aim to provide quick fixes," Frans emphasizes. "Companies must recognize the importance of committing to sustainability. This involves investing in innovations and pushing boundaries to achieve better outcomes. Reporting is a part of this process, but we also want companies to see sustainability as an opportunity to gain a competitive edge.
"When it's done well with a long-term perspective, sustainable business practices lead to advantages in competitiveness and branding. It also enhances reputation. The younger generation no longer wants to work for employers who disregard sustainability. We firmly believe that sustainability and business success go hand in hand."
Pienter is recognized under the Flemish SME Portfolio. This allows Flemish companies to benefit from subsidies of up to 45% for Pienter's services, with a maximum of €7,500 per year.
For more information:
Frans Timmers / Inge De Clerck
Pienter bv.
Klein Veerle 103
B - 2960 Brecht, Belgium
t: +32 (0)3 216 13 02
[email protected]
www.pienteragro.com/