Botanicoir and Legro are pleased to welcome Jacco Hoogendoorn as their new Business Developer, with an initial focus on the fast-evolving glasshouse vegetable sector in Europe. In this role, Jacco is tasked with identifying new opportunities where Botanicoir and Legro’s substrate solutions can support growers looking to optimise operations.
Jacco describes his mission as “building bridges between customer challenges and the tailored solutions Botanicoir and Legro can offer.” With his strong commercial insight and global horticultural experience, he is well-positioned to spot emerging trends, connect with growers, and develop market-specific strategies.
“There’s a clear shift happening in crops like peppers across North-West Europe,” he says. “Growers are increasingly looking to organic substrates, and with the combined expertise and high standards of Botanicoir and Legro, we’re in a great position to support that transition.”
A background rooted in agriculture
Jacco’s career has been shaped by a deep, lifelong connection to agriculture. Raised on a Dutch arable farm that specialised in broccoli, bimi, and cabbage, he developed a hands-on understanding of crop production early on. The family business, now run by his brother, has grown to over 350 hectares and remains one of the larger producers in the Netherlands.
After earning his degree in Horticulture from HAS Den Bosch, Jacco began his professional journey with a breeding company in the U.S., working on lettuce and melons before returning to the Netherlands as a Sales Representative. His passion for soft fruit emerged during his time at ICL (formerly Scotts Miracle-Gro/Everris), which ultimately led him to Legro, where he spent six years in international sales and later became sales manager for Europe for another three years.
During this time, Legro and Botanicoir began their global partnership, laying the groundwork for Jacco’s current role. Most recently, he worked as Business Developer at Van der Avoird Trayplant, Europe’s largest raspberry propagator, further deepening his industry knowledge and network.
“Being part of a business that focuses on quality, consistency, and growth is incredibly motivating,” Jacco says. “There’s real satisfaction in discovering new opportunities and helping shape the future of sustainable horticulture.”
Life beyond the field
Outside of work, Jacco is just as active – especially on the soccer field. He coaches his sons’ teams, plays the sport himself, and enjoys mountain biking, cooking, and the odd beer or wine.
With a strong foundation in agriculture, international experience, and a passion for building meaningful connections, Jacco is ready to drive the next phase of growth and innovation at Botanicoir and Legro.
Jacco Hoogendoorn, joins Legro and Botanicoir as business developer
