In August 2024, Moncef Ben Messaoud, better known as Mons, took over ownership of Hortica. He is increasingly putting his own stamp on his father’s company, with a new location, new logo, and a revamped corporate identity. This Dutch company’s foundation, however, remains the same: direct relationships with growers and customers, with beets as the main product.

Close to growers
Hortica’s main focus is the processing industry, and it has buyers in countries like France, Italy, and Spain. Contracts form an important basis of its business, supplemented by spot trading during the season. Mons often visits farms to see the products and chat to growers. “That’s the best part of the job: cutting and tasting beets, and talking with the growers,” he says.

© Hortica

That direct involvement helps in discussions about quality. Mons wants firsthand knowledge of a given batch’s condition before he speaks with clients. Transparency is vital here, and growers generally know where their products are going. “They must, after all, trust me to handle part of their business.”

The math is getting harder
Mon notes the mounting economic pressure on the chain. Transportation costs to Southern Europe are particularly challenging. “I’m no longer sure how to get products to Italy without it getting far too expensive. My contracts with Italian buyers are becoming almost unaffordable,” he explains.

There is also limited leeway to pass those increased costs along. Labor, energy, transportation, and production are pricier, while customers are not always willing or able to pay more. Also, last season’s abundant supply put pressure on the market. The recent dry weather means there may be less produce available this season, though to what extent is still uncertain.

Specialty: red beets
Beets have developed into an important product within Hortica, with vegetables including celeriac and carrots following. Onions and cabbage still play a role, but are given lower priority. Mons deliberately opts for a streamlined product range. “You only have two hands. Spending less time on something naturally makes a smaller part of your business.” Since the company does significant trade in organic products, he closely monitors that market. Mons, though, recognizes that the price difference from conventional products can make it hard for consumers to choose.

A company that suits him
The company’s new office location reflects Mons’ work style. He prefers not to sit at his desk all day and enjoys listening to music to clear his head. Mons’ young son can also play at the office after school. He, thus, tries to balance his work and personal life better than he saw his father do. Looking ahead, Mons’ does not exclude the possibility of bringing a partner on board. Not necessarily to expand the business, but to share responsibilities and ensure continuity.

For more information:
Hortica
Schaverijstraat 11
3534 AS Utrecht
Tel: +31 228 591 222
[email protected]
www.hortica.nl