Applying the German Mittlestand-like approach in the Netherlands
After a long stretch of company visits and sightseeing tours across the Netherlands, students finished the week traveling to De Lier to visit the agricultural tech company Priva. To get to the the company’s headquarters, students ventured through the countryside from The Hague over the course of two hours. Along the way, students observed many of the construction projects occurring in the city. The city has shifted their focus away from constructing new urban areas. Instead, an effort to develop and revitalize current urban areas have taken place and led to construction projects not located on the outskirts of the city. These projects will increase the quality of life in these areas and offer a more attractive location closer to the city center and the main train stations.
Arriving to De Lier in the early afternoon, students received a short reprieve to eat a snack before continuing on with the program at Priva’s headquarters. Here, students were met by Dr. Jan Westra who takes the role as a Strategic Business Developer for the company. He explains that Priva was started in 1959 as a family owned agricultural tech company. Even though Priva is small compared to many other businesses, they are still a competitive global company whose core industrial objective is to produce software and hardware to successfully implement greenhouses around the world.
The company currently employs 320 workers within the Netherlands as well as 130 additional employees abroad. They have headquarters located in most continents including three in North America. A viable comparison to Priva is the German Mittlestand concept. This is a company who has stayed relatively small and has maintained their family-oriented values. They constantly employ interns internationally for research as well as for job specific development leading to future employment. As a result, 80% of Priva employees have received a University education and the company is top 30 for research and development spending in the Netherlands. Additionally, they have also found their own special niche within the agriculture industry becoming one of the top specialist for greenhouse technology.
Priva is active on two markets: Horticulture and Building Management Systems. On the horticulture side, many developments are made in-house by designing and building their own greenhouse systems. They make their systems SMART by integrating things such as heat, carbon dioxide and electricity together. They then continue on with their Building Management Systems. With the technology systems they have already perfected, they take on many projects across the world implementing their systems into existing greenhouses. An example of this implementation is through the UrbanFarmers company located in The Hague that we visited a week earlier. Priva constructed the intricate aquaponics system that UrbanFarmers relies on to yield fresh produce as well as home-grown tilapia to sell to local restaurants.
Not only does Priva help create SMART systems for other companies that are environmentally friendly, but their own headquarters building also takes into account this mindset as well. In De Lier, the Priva headquarter complex sports sustainability through thermal energy storage, moss covered roofs, heat pumps, and clean electricity from Norway. Additionally, they are looking into the BlueRise project which harnesses ocean thermal energy through the difference in temperature in between deep cold water and shallow warm water. As a company, they continue to push for environmentally friendly methods to gather and save energy.
We concluded our trip with a visit to the history room which detailed the background of the company and how it was started in the 1950s. We then moved on to the showroom which is used primarily for displaying new products to potential clients. Finally, we ended in the quality control center where we were able to see the hands on approach the company took to inspect their technological products.
Overall, the students were impressed by the unique niche and Mittlestand-like approach Priva takes, one that focuses on their products and not necessarily just profit for shareholders. As a result, Priva looks set for a long and prosperous future in the agriculture business.