Who is Farm Direct?

Made by people, for people.
Your European partner for sustainably sourced premium roses.

Farm Direct Team Photo Cover

Our story

We dare to make promises because we keep them. Farm Direct stands for honesty; we’re transparent about our flowers, in our relationships with our partners, our customers and in everything else we do. Relationships play a central role in how we work. In business, but also in our private life. It is who we are.

The Farm Direct team would love to meet you. W’d like to know how we can help you meet the needs of your customers. Call us or drop by for a cup of coffee. We look forward to getting to know you! 

Willem, Bas, Jan, Rafal, Victoria, Aneta & Maria

Farm Direct About us 2

The power that unites us.

What makes us strong is people. That is the power that unites us. You, me, we make the trade. That is why we’d like to introduce you to our team. So you can get to know us, and we can get to know you.

Farm Direct Team Photo Willem



Farm Direct Team Photo Bas



Farm Direct Team Photo Jan





Farm Direct Team Photo Willem

Willem van Maasdijk

It was my dream to be an entrepreneur and in 2012 that dream came true with the establishment of Farm Direct. Born and raised in Ecuador, the culture of the country is in my blood. Being good for the growers we work with is therefore very important to me. But a good relationship is also key with all other partners and internally with our people. It’s part of our culture, it’s who we are.

As founder and director, I also find it important that we fulfil our mission to provide florists throughout Europe with the best luxury flowers from Ecuador. Farm Direct should be at the top of everything. In quality, in service, in experience. Everything has to be right.

Farm Direct Team Photo Bas

Bas Broeders

In 2016 with Farm direct I took the step from employee to entrepreneur. Our mission and our process are clear. Only the best of the best for our partners, and we’re proud of that. I’ve always had a sharp eye with attention for detail, but that has only increased with my own business!

With more than 25 years of experience in floriculture this business is what I know and love best. It’s very valuable to find your passion in your life so quickly, I still work with the same enthusiasm every day. My strength lies in purchasing. I know the growers, the flower types, the regions and the market like no other.

Farm Direct Team Photo Jan

Jeroen van Diemen

Jeroen brings no less than 10 years of flower industry experience. In his role as Account Manager, Jeroen will mainly be responsible for maintaining customer contact and, together with colleagues, ensuring that the commercial process runs smoothly. He is also your go-to person for all questions and requests, so feel free to reach out to him.

What makes Jeroen extra special is that he is not only a real flower man, but also a real family man. He is a proud father of two young children and has a heart of gold. He is a great addition to our team and we are confident our clients and partners will appreciate his friendliness and expertise.

Farm Direct Team Photo Rafal

Rafal Grzeszczak

Rafal has over a decade of experience in the flower industry. He’s a dedicated and passionate colleague. As our logistics manager, Rafal is in charge of the unpacking process, order picking, and overseeing internal transport. He also plays an important role in maintaining our unwavering commitment to quality control.

In an industry where speed is of the essence, Rafal is our driving force for continuous process improvement. Every single day, he pours his heart and soul into enhancing our operations.

Beyond the workplace, Rafal is a an avid volleyball player and a wild game hunter. He’s currently fulfilling a dream by building his own home in his hometown in Poland.

Farm Direct Team Photo Mary

Maria del Cisne

From our office in the Middle of the World, nestled in the beautiful country of Ecuador, Mary is in charge of purchasing and enhancing ties with farms, vendors, and freight agencies.

Mary maintains daily contact with our suppliers in Ecuador, Colombia, and sometimes even Kenya. She executes and oversees the daily buying process in accordance with the needs of our customers and the fluctuations in the market.

Above all, Mary is a warm and kind person, a true family-oriented individual, and a dedicated mother. She works tirelessly to provide her daughter with the best possible education, a sacrifice and endeavor she will always take pride in.

Farm Direct Team Photo Charlie (1)


As Chief Happiness Officer I have a very important task, which is food. Oh no, wait. I mean wagging my tail and letting people stroke my belly. It has been scientifically proven that contact with a dog is good for both humans and animals.

As I am a noble dog I’ve taken on this task with much love (and secretly also because I get more attention and cookies, but don’t tell them that).

Get in touch

We’d love to hear from you. Would you like to know more, find a distributor or become a distribution partner? Send us a message and we’ll contact you within 1 working day. Of course you can also email us at info@farmdirect.nl  or call us on +31 297 445 006.

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