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1975

1975 – Son Guido Louis Ilsink starts – 2nd generation

With the arrival of Guido Louis Ilsink, marketing took centre stage within the company. His commercial acumen and wanderlust contributed significantly to the company’s growth. As a member of the second generation of Ilsink to take over the helm, he brought with him an innovative vision and a passion for innovation.

Guido Louis Ilsink made marketing one of his spearheads, which transformed the nursery into a high-profile and active trade nursery. He bet on excursions to the company, product training and study days, and ensured wide publicity around awards and prizes. This ensured that the company became a well-known name within the industry. In addition, new plants were regularly introduced, developed specifically for the municipal market. The term ‘functional greenery’ was coined for these innovations, a term that has since become firmly established in the greenery world.

A thriving business

By the end of 1999, the company had relationships with more than 350 municipal authorities, architects and planning officials. By comparison, in 1951, when Louis Ilsink started, there were only 32. Thanks to the many good contacts that both Groenewegen and the Ilsink family built up over the years in numerous cities, the company was often aware of spatial planning, urban development and urban renewal plans at an early stage. This enabled them to anticipate and meet the demand for new plants, shrubs and trees in a timely manner. This proactive approach and targeted marketing strategy contributed to the success and growth of the company, which stands out as a pioneer in innovation and functional greenery.

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