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1953

1953 – Foundation of the current business philosophy

With the arrival of Louis Ilsink, a completely new phase began in the development of Darthuizer Boomkwekerijen. The company grew remarkably quickly in both quality and quantity within a short period. This was due to the business philosophy, which has been further developed over time but still forms the foundation of every decision and action today.

The three key policy elements of the business philosophy were:

  1. Continuously innovating cultivation methods, thereby introducing new or improved products.
  2. Increasing efficiency by utilizing the latest equipment and machinery.
  3. Creating demand for the company’s new products while responding to emerging societal trends.

These three policy elements are still reflected in three of the four current core values: Quality, Innovation, and Passion for Green. The fourth core value, Sustainability, developed at a later stage. These four core values continue to form the foundation of our work at Mobilane.

Mobilane Our Heritage 1953

Accelerating and improving production process

In the early years, plants were manually planted along a stretched line. Everything had to be perfect; if there were any deviations, such as a crooked line, the work had to be redone. Initially, cuttings were placed under glass in cold frames. The following year, the rooted cuttings were transferred into small clay pots, which were then placed in a “pot bed” to overwinter. The year after that, the young plants were removed from the pots and planted in the field. During spring frosts, irrigation was used to prevent damage—sometimes for hours until the temperature rose above freezing. This process was not only labor-intensive but also stressful for the young plants. Many roots were damaged during transplanting, causing growth to stagnate for weeks. These challenges highlighted the need for improvement and efficiency in the production process.

Mobilane-Heritage-1953-nr-3

The frost-free greenhouse makes its appearance

The Darthuizer tree nurseries was the first in the industry to introduce a frost-free greenhouse, which resulted in stronger plants and significantly reduced labor intensity. Previously, hundreds of cold frame windows had to be checked weekly for dryness and disease, but the frost-free greenhouse took over this process. With fully automated temperature and humidity control, both time and costs were significantly reduced.

Additionally, plants could now safely overwinter, ensuring they were potted in the spring in a healthy and strong condition, with minimal losses. The introduction of machines such as the planting machine, potting machine, fertilizer spreader, and soil tiller further increased production capacity, providing a substantial growth boost to the company.

Mobilane Our Heritage 1953 machines

First forms of PR (1960)

In the 1960s, Darthuizer tree nurseries took its first steps in public relations. Each year, excursions, guided tours, and demonstrations were organized to showcase products and cultivation methods. Additionally, Louis Ilsink gave lectures across the country, targeting industry professionals and municipal officials. Beyond these activities, Louis Ilsink wrote columns for trade journals and national newspapers for many years, sharing his expertise while also strengthening the nursery’s reputation. The trade press frequently published articles about the nursery’s new products and methods, further increasing its visibility.

Special municipal days were also organized, during which 100 to 150 municipalities, often accompanied by their architects, visited the nursery annually. In the beautifully curated collection garden, visitors could admire a wide range of plants and shrubs. These visits often led to large orders of shrubs and roses for public landscaping projects. With this multifaceted PR approach, the nursery successfully established a strong presence in the industry.

Mobilane-Darthuizer-group-press-releases

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