Willum Van den Hoogen is the Managing Director for Florius International FZCO and specializes in the distribution of fresh cut flowers. After completing his studies in International Business and Management and a brief venture in developing SaaS software, he started focusing on building more efficient supply chains from their equatorial flower production sites to direct markets in the Middle East, Asia, and North America, bypassing the traditional flower distribution hubs. He achieved this by applying the latest cold chain techniques, reducing the need for repacking, and developing bespoke flower distribution software to streamline the information flow. Together with his team, they supply customers from Sydney to San Francisco seven days a week with fresh cut flowers grown in the highlands of Ethiopia, Kenya, and Colombia.