Tiffany Meijer is Project Manager International Trade – Horti & Food at InnovationQuarter and works at Rotterdam Partners . In her role at both organizations, she supports companies from South Holland in their international ambitions. From her office in The Hague or Rotterdam, she connects innovative Dutch companies with international markets. "I believe that international collaboration is the way to advance sustainable innovations."
You've been working at IQ for five years and for the last year and a half at horticulture. What could horticulture learn from other sectors regarding internationalization and their success?"
Tiffany: “What you sometimes see more strongly in other sectors is the realization that you need to invest in a sharp positioning. Horticulture is often modest: we have fantastic technology and expertise, but we don't tell the whole story enough. Other sectors are sometimes better at 'packaging' their offerings internationally. We, as a horticultural sector, can learn from that. At the same time, there's so much passion, innovation, and a desire to make an impact in horticulture. That's precisely what makes the sector so strong.”
What is your role at InnovationQuarter and why is it a good fit for you?
Tiffany: “At InnovationQuarter, I help companies in South Holland active in horticulture or food with their international trade activities. I truly believe that by collaborating with international partners, we accelerate innovation and improve together. It energizes me to help companies grow while simultaneously making a positive impact on issues like food security, climate, and health.”
What are the international themes in the horticultural sector?
Tiffany: “There's a huge global need for more efficient, sustainable food production. Especially in areas where food security is under pressure, like the Middle East, Southeast Asia, or parts of Africa. The Netherlands has a lot to offer in these areas. Think of expertise in high-tech greenhouses, water management, cultivation strategies… but also the application of data and sensors. What I find interesting is that the questions we're hearing are increasingly about sustainability. Not just about production, but about circular solutions, energy conservation, and the responsible use of resources.”
What do you encounter in practice when you work with entrepreneurs?
Tiffany: "Many entrepreneurs do have international ambitions, but they don't always know where to start. They're looking for reliable partners, a way into the market, or want to adapt their technology to local circumstances. We can help with our network, or by participating in a trade mission or exhibition. And sometimes just by brainstorming with us: which market suits your product? How do you translate your value proposition to a different culture?"
How do you ensure that it doesn't become a one-way street?
Tiffany: "Good collaboration is reciprocal. We also bring international companies to the Netherlands so they can learn from our ecosystem and collaborate with our local ecosystem. And conversely, Dutch companies can learn a lot from what's already happening elsewhere. There's so much innovative potential in countries like Japan, South Korea, Canada... It's a shame not to capitalize on that. It's precisely by genuinely engaging in dialogue, understanding each other's context, and sharing knowledge that sustainable partnerships emerge."
What makes the Netherlands such an interesting international partner?
Tiffany: “Our strength lies in the overall picture. We have high-tech suppliers, smart growers, strong knowledge institutions, and governments that set up and manage various innovation programs. And we can adapt quickly. But it's also important to continue investing in our position. In some countries, significant investments are being made in horticultural development. We can't afford to rest on our laurels.”
What advice would you give to entrepreneurs who want to grow internationally?
Tiffany: "Dare to start small. Don't immediately look for a completely new production facility abroad; start with a demonstration, a pilot project, or participation in a trade show, for example. Find local partners who can help you understand the market. And use us! There are so many possibilities, but you don't have to do it alone."
When are you satisfied?
Tiffany: "When an entrepreneur says, 'Thanks to you, we're now active in a new market, or we've gained access to new relationships and are making an impact with our innovation,' then I know why we're doing it."
