Paco Van der Louw's journey is a testament that when you dream and commit to working towards your dream, then you can surely achieve it! In a decade, Paco went from being a managerial employee at Könst Alstroemeria in Brazil to a CEO and is now among the owners of the company after a recent takeover.
On the 10 questions this week, he delves into his story, sharing different insights you will find intriguing, read on to learn more.
Question 1
For those who don’t know you, who are you, and what do you do?
"My name is Paco van der Louw, and I was born in the nursery city of Boskoop in the Netherlands. After studying Plant Science at Wageningen University I went to Holambra in Brazil to work with bulbs, flowers, and pot plants. After working in vitro laboratory, I founded a stroopwafel (Dutch syrup waffle cookie) factory in Brazil (still existing), but working with ornamentals was still my biggest dream.
In 2015, I started working for Könst Alstroemeria in their Brazilian branch. In 2021 I became CEO of Könst Alstroemeria and this year took over the company's shares with three other Dutch entrepreneurs."
Question 2
What is so special about your job?
"Living and working in Brazil for 22 years is already special, but being the CEO and partner in a Dutch company is even more special. As our biggest markets are located in Latin America, it is a big advantage for Könst Alstroemeria to have strong subsidiaries in Brazil and Colombia. As I speak Portuguese very well, learning Spanish was not such a big challenge, but still learning!"
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"As a Dutchman living in Brazil, it always felt like living between two cultures. Going to Colombia makes it even more complicated in that way. The Dutch way of thinking and acting is different than the Latin way. This doesn’t mean one is better than the other, but mainly in the beginning I had to learn how to handle these different cultures. Living fifteen years outside the Netherlands before getting a new active role in a Dutch company was quite an obstacle because, in the end, I had adapted myself to the Latin way of working and the Dutch culture also changed in the last fifteen years. In this way, I had to adapt to a new intermediating role between these cultures."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"One of the main threats is the influence of a small group of consumers that can break a product. We see this mainly in bulb production in the Netherlands, where some people with the right use of social media can spread a lot of misinformation about products and the way the floral industry is working with natural resources. In this case, the industry should be better organized to keep the support of society towards our wonderful products."
Question 5
How has technology like e-commerce platforms or digital marketing affected your industry, which strategies have you employed to stay competitive?
"Of course, social media has changed everything. Where ten years ago the salespeople still went to the clients with the paper catalog, they send now a digital marketing folder to a big group at once. On the other hand, personal contact is still very important and although we can reach many clients and end consumers by social media, there is still a big goodwill factor for selling our products as breeders. The fact is that with little effort we can promote a new variety to a big group of consumers while in the past it took more effort and costs."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"A big example for me is Hans Könst, the founder of Könst Alstroemeria. This seems to be obvious, but the way Hans dedicated his life with a passion to the breeding of Alstroemeria and expanded his company is very inspiring to me. Passion and joy are the basis for your work, and the financial part is a result of this. These words are very important to me."
Question 7
How do you handle stress or difficult moments in your life?
"When I feel stressed, I go to my house in the Brazilian countryside, in the mountains. There I find rocks, a waterfall, and an apple orchard which I planted four years ago. Pruning for one hour in this orchard without a cell phone, only the sound of birds and monkeys gives me a relaxed feeling and if I am lucky some delicious apples!"
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"The best news was the result of several lawsuits in China, which proves that plant breeders' rights are valid for Chinese law and we can look more seriously at China as an interesting market for our product."
Question 9
Which is your favorite flower/plant and why is it good for you?
"I should say Alstroemeria, but is not my favorite flower. My favorite flower is Gladiolus, the first crop I worked with in Brazil. The size of the stem, and the position and colors of the flowers make it my favorite."
Question 10
What are you doing this weekend?
"During the weekend I go biking on the sand roads around Holambra or swimming in our local club. I am not really a sports person, but it is more for fun. And of course, going to the house in the mountains, making campfires, and pruning my apple trees."
All pictures courtesy of Paco van der Louw.
