J.P. Hogewoning

J.P. Hogewoning.

From commission agent to international importer.

Hogewoning’s story began in 1975, when Jan Hogewoning started working as a commission agent, purchasing flowers at the auction in Aalsmeer for customers in Rijnsburg and Naaldwijk. Over the years, the company expanded its activities beyond the Netherlands. In 1998, Hogewoning started working with Flores Funza, importing its first carnations and spray carnations from Colombia. Imports soon expanded further with Gypsophila from Ecuador. The next generation gradually joined the family business, with John joining in 1996 and William in 2001. In 2015, the brothers took over the company. Today, they continue to build on the foundation laid by their father, combining years of experience with an international approach to sourcing flowers

More about J.P. Hogewoning

Family roots, modern approach.

Being a family business remains an important part of Hogewoning’s identity. Short communication lines and direct personal contact allow the company to respond quickly to customer needs and build long-term relationships. Decisions are made with the future in mind, creating lasting value for customers, employees and partners. At the same time, Hogewoning continues to develop with the market. Where flowers were once purchased at the auction and orders were placed by phone, e-commerce now plays an important role. Customers can order through the webshop or mobile app, while digital stock connections make purchasing even more efficient. In this way, Hogewoning combines the personal character of a family business with the possibilities of modern flower trading.