Van der Gugten Verpakkingen applies a number of key values which characterise its business operations and the company culture. Martin van der Gugten explains.
Rooted in the flower sector
‘95% of Van der Gugten Verpakkingen’s customer base are flower exporters. The flower sector is an extremely demanding sector. Having originated in this sector, our company knows its customers very well and can anticipate their needs.’
Reliable
‘For more than 90 years, Van der Gugten Verpakkingen has proved itself to be a reliable partner which anticipates its customers’ needs for packaging and 'just-in-time' service. That reliability also characterises our suppliers. We are always looking for good, innovative suppliers, but we have been working with our oldest supplier for 40 years.
In recent years, a large share of production, particularly plastics, has shifted to low wage countries like China. Van der Gugten will naturally follow that trend, but we will continue to choose quality and reliability.’
Trendsetting
‘Van der Gugten is a trendsetter in the packaging sector. We supply the whole range of packaging materials throughout the chain, focusing particularly on corrugated cardboard, solid cardboard and customer-specific designs and printing. Van der Gugten was also one of the first companies on the Internet, enabling us to claim the domain name verpakkingen.nl.’
Innovative
‘With respect to packaging solutions, Van der Gugten is a partner which anticipates its customers’ needs. One emerging concept is retail ready packaging, packaging which can directly be used in the shops. Customers often approach us with a request: a product needs to be packaged and the result must have allure. Try and solve that one! That’s when we apply all our expertise. We sometimes have customers who arrive with an idea from a marketing/advertising agency. Sometimes these suggestions are technically impossible, so we have to adjust them at a later stage. That’s why we prefer to talk to our customers early on. That often gives faster and better results.’
Environmental focus
‘Sustainability and care for the environment have been important issues to us for a considerable time. Together with our customers and suppliers, we are working towards a cleaner world. However, this issue is more complicated than most people think. Cardboard is not always better than plastic. The choice of packaging depends on many factors. Take weight savings, for example: how can you achieve the same performance with a lighter composition? Because if a truck makes fewer journeys, that benefits the environment too. Ultimately, it always depends on what product is being packaged and why.
Today, we also have new materials which are less harmful to the environment, such as biodegradable starch plastic and compostable foil. The industry is busy exploring the options. A wholesaler like Van der Gugten moves throughout the chain. We bring together the knowledge and needs of the supplier and customers. It is this expertise which makes us a strong partner.’
Involvement
‘We have been involved in corporate social responsibility for decades, even before the concept was invented. As a Rijnsburg-based company, we sponsor many local activities and associations, such as football, tennis and senior activities. For 40-50 years, we have also sponsored the flower parade and for the last 4 years we have taken part with our own float. Involvement is important when you operate in a community like Rijnsburg.
Our company reflects the Van der Gugten values: we are down to earth, hardworking Rijnsburgers, direct, innovative, and true pioneers. We work with our tools as though they were our own. That involvement is evident throughout the company.’
Family firm
‘The history of Van der Gugten is closely linked to the development of the Rijnsburg flower auction. In 1915, the Rijnsburg flower auction was founded. The auction was held in a back room of the former Koster café. A year later, it was decided that a small hall should be built for the auction.
It was all very low key at first: coffee, sandwiches, soup. Gradually trade developed: old newspapers for packing the flowers, a roll of sisal to bind them, wicker baskets to transport them by delivery bicycle and boat. This formed the basis of the company that is now Van der Gugten Verpakkingen.’