The words trade and plants run like a thread through  the development of Jaap Rietveld’s business. As an enthusiastic starter he begins selling plants with a rented lorry. Immediately, he focuses on Germany, where the love for plants and flowers has been enormously big for ages. We specially focus on the former East Germany ,which was united with West Germany in 1991. It becomes a success and already very soon Jaap buys a lorry and a second lorry soon  follows. The wholesale business in plants enlarges into a family business, because Jaap’s father Frits and his brother Hans join the firm. Jaap Rietveld looks back on that period with a smile. It was a time of looking for new possibilities. Important was to be accurate and sharp in the auction room. It was necessary to have a good sense of the German market. Thirty years later plants are no longer bought at the auction, but they come directly from the nurseryman. Nowadays the ratio between supply and demand is shorter. We can quickly react on the needs of the German consumer. Important are punctuality and quality.

In 1997 the company moves to a new location in the village of Veen. The buildings are enlarged into a multifunctional and modern building with dock shelters, 1100 square meters storage space and office facilities. In the early nineties Jaap has got four lorries with a typically red color. On the front side of every lorry you see the name “Redhead”. It refers to Jaap’s red hair, when he was young. Jaap Rietveld has built up a good name in  Germany. Every week he visits his customers. His business is still growing. Besides managing this dynamic wholesale business Jaap Rietveld is also active in the regional football club Achilles Veen. He is a member of the sponsoring committee.