Warm farewell for outgoing CEO Cees de Greve at Afriflora/Sher

Last week we said goodbye to our highly valued CEO Cees de Greve. He has decided to leave Afriflora Sher as of May 1, 2024. Since his arrival at the company in 2018, a very successful transition has been initiated under his leadership. Afriflora Sher has been converted from a large and unique family business into a successful, modern organization where it has managed to retain its social heart. Under the motto ‘Building a sustainable company for future generations’, Afriflora Sher contributes to the livelihoods of no fewer than 13,000 employees and more than 6,500 students.

Cees can look back on a period in which he achieved a lot. Every day, 2.5 to 4 million roses find their way to consumers throughout Europe. Cees’ leadership was characterized by involvement, versatility, an eye for quality and fun. His knowledge, skills and friendship will be missed in both the Dutch and Ethiopian organizations.

In recent weeks, Cees has been said goodbye in a festive manner in the Netherlands and Ethiopia. For example, the newly opened Sher primary school in Adami Tulu (Ethiopia) has been dedicated to him as a token of great appreciation. The management team, together with the employees, will continue the course set by Cees and they thank Cees for his enormous efforts and contribution to Afriflora/Sher.