Edwin Vanlaerhoven

As CCO, I lead Certhon's global commercial organization, driving business growth, strategic partnerships, and innovation in high-tech horticulture. Key responsibilities: • Develop and implement global sales, marketing, and business development strategy • Lead the commercial department and international growth initiatives • Build and manage strategic alliances and new business ventures • Oversee strategic marketing and go-to-market models • Member of the senior leadership team Certhon, part of Denso Group since 2023, designs, delivers and builds high-tech greenhouses, indoor farming solutions and horticultural robots worldwide.

Leading Paardekooper Horti and several affiliated entities within the Royal Paardekooper Group. Key responsibilities: • Oversee trading companies (Broekhof, Dillewijn-Zwapak, Pacombi) and Alflora retail stores • Integration of acquired companies and creating future proof business plan • Manage international offices and supply chain hubs • Lead division focused on sustainable packaging, decoration material, flower food and sleeving robots • Member of the senior leadership team of Paardekooper group Paardekooper Horti is a global supplier of sustainable packaging, decoration, machinery, and consumables for the floral and produce sectors.

Short-term strategic leadership role, supporting the transition to division-wide integration and setting up new commercial department.

Led commercial and strategic development initiatives during a key growth phase, including the establishment of a joint venture with Denso Agritech Solutions. Key responsibilities: • Drive international business development and strategic partnerships • Launch new business models and global sales strategies • Marketing management and innovation leadership Certhon is a global leader in designing and building high-tech greenhouses and indoor farms.

Fully P&L responsible for multiple entities across Europe. Led transformation from traditional trader to service-oriented, category-driven partner. Key responsibilities: • Oversight of five commercial units across three countries • Led logistics, production, procurement, and marketing units • Board member across all legal entities • Member of senior leadership team of Best Fresh Group Valstar is a major Dutch produce trading company and category innovator within the Best Fresh Group.

Managed sales and commercial teams, introduced new category and trade marketing strategies, and supported international expansion.

Served on the board of the Best Fresh Group. Supported strategy, finance, and governance across multiple produce companies. Best Fresh Group is a collective of companies active in growing, packing, marketing, and distributing fresh produce worldwide.

Launched a joint venture with Looye Tomatoes to supply premium tomatoes to German retail.

Led export sales to over 40 countries. Specialized in ornamental plants and category management. Member of the management team. Disva was a leading Dutch exporter of ornamental plants to over 45 countries.

Managed Benelux and European accounts for horticultural plastics. Left to return to fresh produce sector. Bato Plastics is a leading injection molding company which is specialised in horticultural products, packaging and custom moulding.

Developed and executed export strategy for northern Europe. Introduced Dutch horticultural practices to an Italian grower-distributor. Europlant and Eurovivai are large Italian growers and wholesalers of ornamental and garden plants.

Founded a wholesale and nursery company serving Benelux garden centers and landscapers with exclusive garden plants and integrated logistics. Verlimex is a wholesale and production nursery supplying garden centers and landscapers with high-end outdoor plants with a one-stop-shop concept.

• Strategic innovation execution, business development frameworks • Applying scientific models to real-world growth and innovation challenges

▪ Modules: Brand & Concept Mgmt · Demand Chain · Finance · Retail & Foodservice · Entrepreneurship ▪ Thesis: “Locally grown salads in Germany – A market opportunity for Dutch growers?”

▪ Focus on international chains, horticultural innovation, governance, finance and collaboration ▪ Applied thesis on integration and chain value ▪ MBA tailor-made for hortibusiness

▪ Executive post-academic course in strategic sales and key account leadership

▪ Marketing (Nima A) ▪ Marketing management (Nima B)