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China: Fulco Wijdooge to manage Lumiforte's newly opened Shanghai office

On February 1, Lumiforte has opened a new office in Shanghai, China.
The opening comes when, according to Lumiforte, the Chinese horticultural sector is 'professionalizing' with more emphasis on 'operational excellence' than before. Further, there are upcoming Government plans that aim to support the upgrading and building of greenhouses throughout China (in Shanghai, they plan to add 2000ha in the coming 5 years)

Lumniforte highlights that food is an 'essential part' of Chinese culture and that consumer demand for healthy and tasty food is growing. The company thinks that this development – combined with increasing energy costs and dwindling labor supply in agriculture – has led to more emphasis on efficiently grown, local, sustainable food, as well as the encouragement of domestically supplied equipment and materials.

Lumiforte claims that it can help Chinese growers by offering solutions that would improve the greenhouse climate during spring and summer. The company will soon start local production with its partner, RuiXue Globa. Lumifortee acquired Fulco Wijdooge as General manager of the Asian division. He will be concerned with the daily management of Chinese and Asian businesses.

Fulco Wijdooge at the new office of Lumiforte Asia in Shanghai

"With over 20 years of horticultural and agricultural experience in China and a broad network in Asia, Fulco is a valuable addition to the Lumiforte team. He will help us set up the Asian sales team, the new production facility with RuiXue Global, but also explore the new opportunities for our other businesses in Lumiforte, like line marking coatings and cool roofing," elaborates Barry Zuidgeest, CCO of Lumiforte. He adds: "After the Spring festival, which celebrates the Chinese Year of the Dragon from 8 to February 17, sales have started. And we planned several business trips during which the sales teams and crop consultants visit distributors and growers."

Fulco says: "I am excited to join Lumiforte; together with its long-term partner, the company has been able to build an excellent brand reputation and has established a huge, dedicated network. By setting up local production and expanding our presence in Asia, we can further enhance the service to our customers and contribute to better crops. The market is expanding and professionalizing rapidly, so there's more demand for affordable smart coating solutions."

In May, when the IPM Hortiflor expo takes place in Beijing, Fulco and Barry will showcase their solutions at the joint pavilion of Lumiforte and RuiXue Global.

For more information:
[email protected]

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