From grandpa’s business to modern chrysanthemum specialist 

The company was originally founded by grandpa Leen Middelburg. His sons later took over. Today, Barry and Sander, together with general director Perry Dekkers, set the course. “The three of us are steering things,” Barry explains. “Sander and I as the third generation, and Perry as general director. He is guardian of the bigger picture.” 

LMC currently grows 31 hectares of spray chrysanthemums, spread across three locations in Made and two in the Westland. In chrysanthemum production, that is no longer mid-sized. “You can safely say we are big,” Barry laughs. “But scale is not a goal in itself—it’s a means to focus.” 

Scale as a strategic choice 

The growth of LMC is not coincidental. In 1997, there was a 6-hectare greenhouse in Made. The business later expanded to 15 hectares, and from 2019 to 25 hectares through the purchase of two additional locations. Recently another major step was added when the neighbouring business in Made stopped growing. It included a large piece of pasture behind it.  

“Altogether it was about 16 hectares of land,” Barry explains. “Vegetable growers were also interested, but the location next to our company made it especially attractive to us. We divided it into two phases.” 

The first phase, seven hectares of new construction in Made, is now operational. Construction started in February and the first harvest took place in October. With this expansion, the total greenhouse area now amounts to 31 hectares. With the second construction phase planned, LMC will grow to 38 hectares within a few years, providing the energy grid and business case allow it.  

“The challenges surrounding energy and sustainability require scale,” Barry says. “Large investments in heat solutions, data, greening, water quality and innovation can be spread over more square meters. That makes it manageable.” 

Barry Middelburg

Sander Middelburg

State-of-the-art greenhouse with three screens and dehumidification 

The new greenhouse in Made is truly state-of-the-art. All locations are equipped with two climate screens; the newest facility has a third. “At four locations we have a blackout screen and an energy screen. In the new greenhouse we added a third: a combined screen that we can use both in summer and winter. It provides flexibility and energy savings.” 

Because three screens insulate the greenhouse extremely well, good dehumidification is essential. In the new facility, LMC uses air-handling units with ducts that blow dry, treated air into the greenhouse. Other locations have circulation systems that mix and move air.  

“At four locations we have a blackout screen and an energy screen. In the new greenhouse we added a third: a combined screen that we can use both in summer and winter. It provides flexibility and energy savings.” – Barry Middelburg

“Intensive screening saves energy, but you don’t want moisture problems. The combination of multiple screens and active dehumidification makes the climate much easier to control.” Lighting has also taken a big leap forward. All locations have switched to LED, and the newest greenhouse features a four-channel LED system. “This allows us to fine-tune the light even more precisely to what the crop needs.” 

Energy flexibility in the transition 

In terms of energy, LMC is undergoing major developments. The Westland locations are connected to geothermal heat. The Made locations run on residual heat from the Amer power plant, but that plant will close in 2027. “That forces us to look ahead,” Barry says. “We are exploring geothermal possibilities in Made together with neighbouring parties. At the same time, we want more control over our own heat supply.” For the new greenhouse, LMC therefore chose a heat pump system that literally harvests heat from the greenhouse. “We also still use CHP and gas, but our vision is clear: we want to move toward the greenest possible energy sources.” 

The energy crisis of a few years ago was an important turning point. “Fortunately, we had relatively good positions, but it was a wake-up call. Since then we’ve said: more flexibility, more savings and greener where possible.” 

100% Green Cultivation: daring to lead 

One of LMC’s most striking steps is its participation in the 100% Green Cultivation project. The original ambition was chemical-free cultivation, but the term 100% Green Cultivated was chosen instead: focusing on maximum use of biological, green and technological solutions. Major vegetable growers joined too, increasing the project’s impact. “In our first year we used 90% less chemicals against pests. That’s a huge step. At the same time, it’s still costly; we spend about twice as much as with a traditional approach. But I believe things will shift: chemical products are becoming scarcer and more restricted, while green solutions are improving and becoming more affordable.” 

Quality is never up for debate. “Our dream is to grow flowers without gas and without chemicals, but with the quality people expect from chrysanthemums. They are known for their long vase life. That is sacred to us. We’re not going to ask consumers to accept lower quality ‘because it’s greener’. The challenge is: both green and top quality.” 

Data, cameras and craftsmanship 

To combine quality and sustainability, LMC invests heavily in data and monitoring. In one greenhouse, a spray boom fitted with cameras captures images of every meter of crop. Those images support growth prediction and better planning of labour and cultivation strategies. “We want much better insight into the crop,” Barry explains. “The cameras help detect deviations early and allow objective assessment of growth. That’s essential, especially now that ‘green fingers’ are harder to find.” At the same time, craftsmanship remains the foundation. “Data is a tool, not a replacement. You still need someone who understands what they’re seeing — in the greenhouse, in the plant and in the numbers.” 

Stronger together through Zentoo 

Leen Middelburg Chrysanten has been part of Zentoo (NL’s largest cooperative and brand for Chrysanthemums) from the beginning and is even one of the founders. “We’ve been involved for about 18 years,” Barry says. “Zentoo has greatly contributed to the rejuvenation and professionalisation of the chrysanthemum sector. By jointly steering assortment, vase life and quality, we have strengthened the chrysanthemum as a product. That benefits everyone.” 

He also views the sector as a collective. “If a grower elsewhere in the Netherlands produces poor quality, the consumer won’t think: ‘This grower did a bad job.’ They’ll think: ‘Chrysanthemums aren’t good.’ That’s why we share knowledge. Together we must keep the chrysanthemum strong.” 

Young entrepreneurs, long-term vision 

With 31 hectares of chrysanthemums, a clear growth vision, a hyper-modern greenhouse and a pioneering role in 100% Green Cultivation, Barry and Sander demonstrate that young entrepreneurs are perfectly capable of running a large, complex company. “Ten years ago, we couldn’t have imagined where we’d be today,” Barry reflects. “And I don’t dare predict exactly where we’ll be ten years from now. But one thing I know for sure: we’ll continue on this path — growing, going greener and working every day toward better, more beautiful chrysanthemums.”