Atrium Agri, market leader in Controlled-Environment Agriculture solutions, has appointed Johan van Geest as its new Chief Commercial Officer (CCO) from March 1 2025. In this role, he will further shape Atrium Agri's commercial strategy, with a strong focus on innovation, international growth and cooperation between member companies. In addition, since this month Van Geest also holds the position of CEO at Bom Group, a key partner within the consortium.
With the arrival of Van Geest as CCO, Atrium Agri is strengthening its commercial clout. Van Geest brings extensive experience in marketing, sales and strategic business development, with a strong focus on the horticultural sector. With a career at leading companies in the agri and horti sector, he is excited to expand and apply his knowledge of greenhouse technology. ‘The global demand for efficient and sustainable controlled growing environments is increasing. Atrium Agri and its partners have the knowledge and innovation power to meet this need. My goal is to further develop the commercial strategy of this consortium and strengthen our joint position as a global market leader,’ Van Geest says.
In the coming weeks and months, Van Geest will visit the companies affiliated to Atrium Agri to get further acquainted with new colleagues and will visit several ongoing projects to see how things work out in practice. He will also be present at the GreenTech fair in Amsterdam from 10 to 12 June. With, among other things, the insights he gains in the first period, he will focus on shaping Atrium Agri's strategy for the coming years.
Creating synergy
Atrium Agri operates from a strategic consortium of companies that jointly play a leading role in the international greenhouse horticulture sector. The consortium includes companies such as BOM Group, Havecon, VB, PB tec, CambridgeHOK, SCRE3NS, VH Systems, Powerplants, JB Hydroponics and Kascoplex. Atrium Agri is committed to developing scalable, sustainable and high-tech solutions for global greenhouse horticulture.
Marck Hagen, CEO at Atrium Agri, sees the new role of CCO in the management team as an opportunity to further strengthen mutual cooperation within the consortium. He states: ‘Atrium Agri is the holding company above several companies with complementary areas of expertise. This allows us to connect to the needs of customers with increasingly large and complex demands while accelerating key innovations in the sector. Individually, the companies are already very successful. With the addition of Johan to our team, we can strengthen the synergy and create new growth opportunities within the network.’
Dual role for insights from daily practice
From March 1, Van Geest also started as CEO of Bom Group. Van Geest's dual role as CCO of Atrium Agri and CEO of Bom Group enables him to build bridges between commercial opportunities and their implementation within the consortium. He will also take charge of the further integration of marketing and communications. With these responsibilities, he brings experience from day-to-day operations to his role as CCO. Van Geest says: ‘I want to act as the commercial link within Atrium Agri and all the companies, to make them work together more strategically within the different geographical market segments. By doing so based on the strength and market position of the different companies, we can drive growth and innovation. My dual position allows me to establish direct lines of communication between Atrium Agri's strategic goals and Bom Group's operational strengths. This helps to maximise the joint expertise of the consortium and grow further.’