Senior commercial leadership and international business development for professional horticulture, growing media, Agri-Tech and related B2B industries.
International business development built on sector knowledge and commercial execution.
Horti Business helps companies turn products, production capacity and market opportunities into sustainable international revenue. Led by Gert-Jan Hendriks, the company combines more than 30 years of commercial experience with deep knowledge of professional horticulture, growing media and international B2B markets.
Gert-Jan has developed export markets from zero, built distributor networks, managed strategic key accounts and worked across Europe and Asia for companies including Grodan, Engrow and Kekkilä-BVB. He later added extensive entrepreneurial and CEO experience by building and managing his own businesses in Finland and the Netherlands.
Four commercial capabilities
INTERNATIONAL BUSINESS DEVELOPMENT
Developing new markets, customers and distribution channels. From market selection and entry strategy to distributor development and first strategic accounts.
STRATEGIC KEY ACCOUNTS
Building long-term commercial relationships with growers, distributors, industry partners and international customers.
MARKET EXPANSION
Turning production capacity, products and market opportunities into profitable international sales through focused commercial execution.
COMMERCIAL LEADERSHIP
Senior commercial support for companies that need international growth without necessarily building a complete local sales organisation.
International experience that can be put to work immediately.
• Wageningen University (WUR) - Horticulture, Marketing, Business Administration and Economics
• Rockwool Grodan - Account Manager Floriculture Benelux
• Engrow BV - Export Manager; built new export markets across Central Europe and the Nordics
• Kekkilä-BVB - Export Manager across Western Europe, the Nordics, China and Taiwan
• Entrepreneur & CEO - full responsibility for sales, marketing, purchasing, supplier negotiations, pricing, logistics and business performance
MARKETS
Germany • Netherlands • Belgium • France • Austria • Switzerland • Italy • Norway • Sweden • Denmark • Finland • Iceland • UK • China • Taiwan
Remote-first. Internationally available. Hands-on. Results-driven.
I work across markets and borders, combining efficient remote collaboration with international travel wherever personal presence creates commercial value — with customers, at negotiations, trade fairs, market development projects and strategic company meetings.
This provides the flexibility to develop international business without tying commercial responsibility to one local office or domestic market.
For me, international business is built on trust, accessibility and personal responsibility. My principle is simple: say what you do, and do what you say.
Customers, colleagues and business partners can expect me to be accessible, responsive and dependable. Calls are returned, commitments are followed through and problems are dealt with rather than passed on. When something important requires attention, I make myself available — also outside normal office hours.
Long-term B2B relationships are built by understanding the customer's business, being there when it matters and consistently delivering on what has been promised.
Two ways to work together
SENIOR COMMERCIAL LEADERSHIP
Join your organisation in a senior international Sales or Business Development role, taking long-term responsibility for markets, strategic customers and profitable growth.
INTERNATIONAL BUSINESS DEVELOPMENT PARTNER
Engage Horti Business Oy as an external commercial partner to develop new markets, customers and distribution channels — providing senior-level international commercial capacity without the need to build a local sales organisation.
Both models are built around long-term commitment, measurable commercial results and international market development.
Let's discuss where international growth can be created.
Ir. Gert-Jan Hendriks
International Sales & Business Development
Horti Business Oy
ghendriks@horti-business.com
+31 6 15280247
+358 40 7709853
EU-based • Location-independent • Available for international travel
Developing new markets, customers and distribution channels.
Building long-term commercial relationships with growers, distributors and industry partners.
Turning production capacity and market opportunities into profitable international sales.
Senior commercial support for companies that need international growth without necessarily building a complete local sales organisation.