- English
Metazet proudly announces the successful completion of its rebranding, accompanied by the name change from Metazet FormFlex to Metazet. Since 1978, Metazet has been recognized as the manufacturing company for greenhouse horticulture, and this rebranding marks a new chapter in their story.
A New Standard in Cultivation and Logistics Established in 1978, Metazet has always aimed for smarter cultivation with fitting, practical, and reliable solutions. The rebranding not only reflects the company’s impressive growth but also its continued commitment to innovation and collaboration. “Metazet represents the new standard in cultivation and logistics. Our dedication to continuous learning, talent development, and bringing out the best in ourselves and our clients is what drives us every day,” says Luke van Adrichem, CEO.
Growing Means Staying in Motion As a supporter of growth in the horticulture sector, Metazet has not only assisted customers in becoming future-proof but has also experienced its own growth. Since June 2022, the four-member executive team, consisting of Luke van Adrichem, Dolf van der Hoeven, Peter Koot, and Ben van der Maarel, has set a new course, of which rebranding is an integral part. The rebranding introduces a new identity while preserving the core values, knowledge, and solution-oriented approach. Chief Financial Officer Peter Koot adds, “Growing means staying in motion, and with this rebranding, we have not only merged the separate subsidiaries into one entity but also created a clear and timeless appearance that prepares us for the future. While Metazet B.V. now represents our overarching identity, the trusted name FormFlex® remains as our brand for high-quality cultivation gutters, allowing us to continue our strong reputation.”
Celebrate with Metazet The official launch of Metazet takes place during the first day of IPM in Essen on Tuesday, January 23, 2024, and will also be celebrated during Fruit Logistica in Berlin and HortiContact in Gorinchem. At each of these events, Horti-steps in the new Metazet colors will be raffled, emphasizing Metazet’s renewed identity and commitment to the horticulture sector.
Dolf van der Hoeven, Director of Logistics, states, “During IPM, we aim not only to share our new identity but also to kick off a phase of further collaboration and innovation in horticulture. Metazet doesn’t stand still, and our presence at IPM marks the beginning of a journey where we invite the industry to grow and innovate together with us. We look forward to engaging with partners, sharing experiences, and jointly shaping the future of the horticulture sector.”
Metazet looks forward to a future where they continue to grow, innovate, and collaborate for a sustainable and successful horticulture sector. You are welcome to visit us at IPM, booth 3A36.
