I grew up in a true Westland horticultural family. From an early age, I witnessed the enormous passion that goes into growing exceptional products, but also how little influence growers often had over the market. That shaped who I am today.
That experience is where CARO began.
I create momentum within organisations in floriculture and fresh produce, enabling them to take control of their own market position. I connect people, strategy and marketing to create a clear direction, make sharper choices and build the foundation for sustainable, successful growth.
Because a strong market position doesn’t happen by itself. You build it deliberately.
Does this sound familiar?
- A lot is happening, but not always in the same direction;
- Marketing remains primarily operational, while its strategic value could be much greater;
- Management, sales, marketing and HR have different expectations;
- Sustainability requires choices, but is not yet sufficiently connected to the overall strategy;
- Marketers and marketing teams want to make a greater impact within the organisation;
- Teams work hard, but opportunities are missed because there is not enough connection between them.
It is rarely about the people themselves. More often, what is missing is the connection between strategy, people and marketing. And that is exactly where sustainable growth begins.
As the daughter of a Westland grower, I grew up in and around greenhouses. I know the sector from the inside: its people, its culture, its drive and its everyday challenges. I speak the language, literally and figuratively.
My drive started at home. I watched my father put his heart and soul into growing beautiful products, while having very little control over the market. His peppers went to the auction, without any real insight into the customer, their needs or the final price. That image has never left me.
That experience is the foundation of CARO.
I believe organisations in the fresh produce and floriculture sectors become truly strong when they move beyond a product-driven mindset and start thinking and acting from a market perspective. That is why I bring focus to positioning, strategy and marketing. Enabling organisations to make deliberate choices, stand out and grow sustainably.
My strength? Connecting.
I bring people, strategy and organisation together. I ask the difficult questions, truly listen, challenge assumptions and make sure everyone is aligned behind the same direction.
And then there is my network. To me, a network is not a collection of business cards, but a source of knowledge, experience and collaboration. Whenever an organisation needs additional expertise, a fresh perspective or the right sparring partner, I bring the right people together.
Because the very best solutions are not created in isolation. They emerge when knowledge, experience and people strengthen one another: 1 + 1 = 3!
In practice
No two organisations are the same. Every challenge requires a different approach, but the principle remains the same: connecting people, strategy and marketing. The examples below show how I have worked, and continue to work, with companies in the floriculture sector on growth, change and strengthening their organisations. Not by providing ready-made solutions, but by creating momentum together that makes a lasting difference.
Connecting sustainability with entrepreneurship
Sustainability is playing an increasingly important role in both fresh produce and floriculture. Entrepreneurs are looking for ways to understand and measure their impact while building future-proof businesses. Greenhouse Sustainability supports them with footprint tools that make sustainability measurable and enable entrepreneurs to make informed decisions.
I contribute to the further development and implementation of its positioning and marketing strategy. In doing so, I connect sustainability, entrepreneurship and everyday business practice, translating sustainability ambitions into solutions that work for entrepreneurs.
By translating complex sustainability topics into a clear, relatable and practical story, we create an approach that fits the everyday reality of entrepreneurs. I also connect organisations, knowledge and networks to encourage collaboration and joint development across the sector.
The result? Greenhouse Sustainability is strengthening its position as a knowledge partner for sustainable entrepreneurship in horticulture. Entrepreneurs are not only informed, but above all encouraged to view sustainability as a strategic investment in the future of their business.
My contribution? Positioning | Marketing strategy | Sustainability | Connecting knowledge, people and organisations
Strengthening marketers to strengthen organisations
Marketing professionals are increasingly expected to take on a strategic role within their organisations. This requires more than professional marketing expertise. It also demands advisory skills, collaboration and the ability to engage colleagues and management in change.
At Logico and VG Orchids, I coached marketers in their professional development, with the aim of strengthening their strategic role and enabling them to make a greater impact within their own organisations.
As a coach and strategic sparring partner, I worked with the marketers to build greater confidence and develop a more strategic perspective. Together, we addressed a range of topics, including positioning, collaboration with management and sales, and the role of internal communication within the organisation.
The result? The marketers developed not only in their profession, but also in their role as strategic partners to management. As a result, they have greater influence, collaboration with other disciplines has improved and marketing has become more firmly embedded within the organisation.
My contribution? Coaching | Marketer development | Strategic sparring partner
Bringing marketing to the boardroom
Heemskerk Flowers, a wholesaler serving florists in the Netherlands and internationally, had invested in marketing for many years. Online campaigns were developed, social media was used and the organisation’s online visibility was strengthened. Yet marketing remained largely an operational discipline. Collaboration between management, marketing, HR and sales could be stronger, and there was no clear shared focus.
I work with management, marketing, HR and sales to develop an integrated marketing and communications approach, both internally and externally. By connecting people and departments, we create greater alignment between the different disciplines and enable the organisation to increasingly work from one shared marketing and communications plan.
The result? Marketing now has a clear strategic position within the organisation and acts as a connecting force between management, HR and sales. Decision-making is faster, the marketing team works towards the same goals and the chosen positioning provides the foundation for both internal and external communication. This creates greater focus, continuity and collaboration.
My contribution? Strategic marketing | Marketing team development & coaching | Connecting management, marketing, HR and sales
What I believe
“I believe organisations become stronger when strategy, people and marketing reinforce one another.”
To me, marketing is not an end in itself. It is a powerful connecting force between the organisation, the market, customers, management, sales and HR. When marketing is used strategically, something powerful happens: organisations make more deliberate choices, collaborate more effectively and become much stronger in a rapidly changing market. That is why I encourage organisations not only to look at marketing differently, but above all to look at themselves differently. With greater focus, courage and impact.
How CARO works
Every organisation develops differently. That is why I don’t work with one-size-fits-all models, but from four interconnected pillars:
Direction
We create focus. Together, we define what the organisation chooses to stand for, the position it wants to occupy and the decisions needed to get there.
Connection
Organisations grow when people understand one another. I connect management, marketing, sales, HR and other stakeholders around one shared direction.
Development
Change requires development. I strengthen organisations, marketers and teams in their roles, collaboration and ways of working.
Results
When strategy, people and marketing reinforce one another, organisations make better decisions, gain greater focus and achieve sustainable commercial growth.
Meer weten over CARO?
Podcast door Edwin J.V. Webster van SIET! LEIDERSCHAP
“Het ging natuurlijk over mijn passie: Marketing en communicatie tussen de oren krijgen en verder professionaliseren binnen onze sierteeltsector. In deze podcast vertel ik hoe bedrijven groeien als ze niet langer denken vanuit hun product, maar vanuit de markt. Dus luister hoe 1+1=3 wordt als marketing en sales echt gaan samenwerken!”
Luister naar Van productdenken naar marktimpact – De kracht van menselijk leiderschap
Geplaatst: 15 oktober 2025
Interview Thursd | 10 Questions to Caroline Nederpelt
“Although this may sound woolly, I strongly believe in good cooperation between body and mind. This is essential for a fit and vital life!”
Lees hier het hele interview
Geplaatst: 07 augustus 2024
Podcast van Goedemorgen Sierteelt door Arnold Wittkamp (oprichter van Thursd) met Caroline Nederpelt
Op zoek naar wat goede bloemen en goede planten nu eigenlijk zijn.
Lees en luister hoe Caroline Nederpelt daar tegenaan kijkt.
Geplaatst: 08 juli 2024
De 5 vragen van Floranews aan Caroline Nederpelt
Lees hier het hele interview
CARO brings more than 30 years of marketing and communications experience in the floriculture sector and has worked, or continues to work,
with organisations including:
Experience
Personal, one-on-one contact.
Coffee?
Sometimes, creating momentum simply starts with a good conversation over a cup of coffee. About where your organisation stands today, where you want to go and what it will take to get there. I listen, ask questions, share my perspective and take a fresh look at what is happening within your organisation.
Curious where a conversation like that could lead? The coffee is ready!
Contact
Mijlpaal 29
2548 PS Den Haag
Mobile: +31(0) 6 51107515
E-mail: caro@marketing.inaanblauw.nl
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