Adomex has been a familiar name for anyone who works with cut and decorative greens, and the company is now stepping into a new chapter with Dutch Flower Group (DFG). The move was announced in December, 2025, with the intention of bringing more of the cut green expertise together within DFG, while Adomex continues to operate independently and maintains its own identity, product development, and mission to ‘discover the power of green’.
In this interview, Managing Director Gerard Wijma shares what this shift means for the market, for partners in the chain, and for the next phase of greens.
Adomex, Since 1977 Specialist in Greens
Founded in 1977 as the Netherlands’ first specialist in cut and decorative green, Adomex supplies florists, wholesalers, and importers across Europe, with sustainability as a clear part of the strategy.
That bigger ‘green’ story also shows up in how DFG is organizing its activities: as of February 16, 2026, Coloríginz’ green activities, plus the commercial team and part of the green logistics team, transfer to Adomex, while Coloríginz continues with full focus on flowers. DFG describes Adomex as a long-standing specialist with sales locations at all Dutch flower auctions, sourcing companies in the United States and Italy, and importing from more than fifty countries.
Interview With Gerard Wijma, MD of Adomex
Q: Let's start at the beginning, because Adomex has a long history. Where did the company come from?
Gerard: "Adomex was founded in 1977 by André Uleman. It was around that time that the first boxes of leather fern hit the Dutch market. This product quickly became the standard greenery in bouquets. The range then gradually expanded to include virtually all types of cut and decorative foliage, making Adomex the market leader."
Q: Since 2016, Adomex has been owned by an investment company, the Amsterdam-based Bolster Investment Partners. Now, Adomex has been sold to DFG. This means that a horticultural company becomes the owner. What's your perspective on that?
Gerard: "When your company is owned by an investment company, you know they'll exit sooner or later. Adomex has had a very positive shareholder in Bolster because, unlike many other investment companies, they truly focus on the long term and only think strategically. Joining DFG is an ideal step for Adomex. The green market has become somewhat more challenging, and the increased scale this transition brings will lead to greater efficiency and more opportunities for the company, our customers, our suppliers, and our employees."
Q: Adomex will continue to operate independently while retaining its identity. What does this mean in practice for customers and the product range?
Gerard: "Adomex will indeed remain an independent entity within the group. Because the green activities of Coloríginz, a long-standing competitor of ours, will be incorporated into Adomex, we can also serve their customers in the way that Adomex has become known for: with a very wide product range, great flexibility, and long-term partnerships with suppliers."
Benefits for the Market
Q: What benefits will an exporter, cash & carry, or florist experience tomorrow, aside from the stronger "family feel" of DFG?
Gerard: "We ensure that customers experience the positive effects of our affiliation with DFG: an even wider product range, improved availability and delivery reliability, with the same personal service that made us successful."
Q: DFG cites the bundling of cut foliage expertise as the foundation for growth. Where does that growth lie for the Adomex division?
Gerard: "Because Coloríginz's green activities are being incorporated into Adomex, opportunities arise in several areas, such as a wider product range, more innovation, and certainly more volume. At the same time, we are also strengthening our control over quality, thanks to the combined knowledge and experience of both teams."
Q: You work with 'preferred' growers and suppliers. What will change for these partners as a result of this step, and what will remain the same?
Gerard: "Due to the expected growth, it will only become more attractive for our 'preferred partners'. We are increasingly collaborating with suppliers and growers who consistently deliver high quality."
Commitment to Sustainability
Q: Sustainability is high on the agenda, and Adomex, like the entire DFG group, is active within FSI. To what extent do you need to step up your game in the coming period, or not, to align with the group?
Gerard: "In the green sector, the FSI ambition for sustainable sourcing is a challenge; for many growers in Central America, for example, it's a major step to become certified in all three baskets. Adomex, also under DFG, remains committed to making an ever-increasing percentage of our trade FSI compliant. In addition, Adomex, together with Coloríginz and others, has been working for some time on developing a standard for wild-harvest products that currently fall outside of FSI."
Q: What is your personal focus in the integration phase: commerce, operations, people and culture, or primarily safeguarding the 'Adomex way of working'?
Gerard: "For us as management, the focus is on the careful and smooth integration of Coloríginz's green activities within Adomex, with continuity for customers and suppliers as the top priority. Fortunately, there are three of us in charge: Mark van der Ban focuses on the commercial side, and Sieto Hoogkamp on the (logistical) operations, which allows me to concentrate primarily on strategy and people. Ultimately, it's all about collaboration and trust."
Q: If you could "borrow" one thing from DFG to make Adomex even better, what would it be, and what would you specifically avoid changing because it makes Adomex strong?
Gerard: "For me, the significant added value of being part of DFG lies not only in the commercial aspect, but also in the strength of the organization and the people behind it. As part of a group, we can offer our employees more in terms of development, collaboration, and career opportunities. At the same time, Adomex has become what it is today by maintaining a pragmatic approach to business, keeping a close eye on costs, and staying close to our customers. We want to maintain and further strengthen this mentality."
Adomex Stays Adomex - Making Greens Stronger
At the end of the day, this move is about making greens stronger in the chain without losing what already works. Adomex stays Adomex – independent, pragmatic, close to customers and costs – while gaining the scale, people, and organizational strength of Dutch Flower Group.
With Coloríginz’ green activities folding into Adomex, the promise is pretty clear: a wider range, better availability and delivery reliability, tighter quality control, and more room for innovation, all while keeping the personal service and long-term supplier partnerships that built the business since 1977. And with sustainability still high on the agenda, Wijma frames the next phase as careful integration, continuity first, and steady progress toward more FSI-compliant trade, powered by collaboration and trust.
All photos courtesy of Adomex and Dutch Flower Group.
In the header image, from left to right: Sieto Hoogkamp (Adomex), Jan van Dam (DFG), Gerard Wijma (Adomex), Joost Gietelink (DFG), and Mark van der Ban (Adomex).
