Hoek Flowers: the first reusable, traceable export box
Together with long-term partner Van Vliet & Newwen, Hoek Flowers achieved a first in flower export: a reusable export box with RFID track & trace that replaces single-use cardboard and makes the supply chain circular.
Sustainable exporting without compromising quality
The floriculture sector faces a major challenge: by 2050 the industry must operate fully circular and CO₂-neutral. At the same time, flower exports still largely rely on single-use cardboard boxes — a lot of waste, and return systems are often expensive and cumbersome in practice.
Hoek Flowers wanted an export package that is both sustainable and practical: less cardboard and less waste, without compromising the condition in which flowers arrive at the customer.
A reusable export box with track & trace
What we developed together
A recyclable, reusable export box designed for the flower supply chain and built to last many cycles — as a direct replacement for the single-use cardboard box.
Smart & traceable
- nfcTrack & trace via RFID, barcode and QR — full traceability throughout the entire supply chain.
- insightsAt every scan: location, order information, quantities, temperature and humidity — directly linkable to the ERP system.
- autorenewReusable 20–25+ times; moisture-resistant, easy to clean, foldable and stackable.
- label_offNo more separate tracking stickers required.
“We exclusively develop reusable return concepts; we have never believed in single-use. Digital technology gives us data on location, orders and quantities — which we use to optimise internal and external processes.”
— Bob IJpelaar, Managing Director Van Vliet & NewwenLess cardboard, more supply chain control
Flowers arrive undamaged and in perfect condition, while the use of single-use cardboard — and with it waste and CO₂ — falls significantly. The real-time data from every box optimises logistics processes, and the box is now being tested for air, sea and road transport.
“A sustainable future is built together — together you create more impact. With our long-term partner Van Vliet & Newwen we developed our efficient, sustainable export box.”
— Ruben Hoek, CEO Hoek Group“The boxes are sturdy and look great — and the flowers arrive without any damage.”
— The Secret Garden Flowers, Ireland (customer)PPWR-ready today
Reuse, cardboard replacement and demonstrable track & trace: exactly what the new European Packaging Regulation (PPWR) steers towards from 2030 — recyclability, reuse targets and less packaging. Hoek Flowers demonstrates it is possible right now, well ahead of the deadline.