He will become the first director of the new organisation. WHC Expo B.V. will be responsible for all commercial activities in the expo building. Hendricks will be taking over the reins from Erwin Cardol, who has been acting as interim chief executive in recent months.
Hendricks, 42, has an extensive track record in horticulture. He spent many years working for breeding companies, and has working in the field of cross-sectoral innovation for the past ten years. He has supported players from other sectors and all corners of the globe in developing propositions for the horticulture sector or using elements from horticulture elsewhere. He has thereby worked for Philips, Rijk Zwaan and WUR, amongst others. Hendricks is joining the leading knowledge and innovation centre for horticulture because he sees enormous opportunities for developing World Horti Center further.