At Hazera, we are proud of our dedicated team, working passionately to provide growers with strong and reliable varieties and solutions for the future. While our products and innovations are often in the spotlight, it is the people behind them who make the difference. In this special International Open Days edition, we talk with Dirk Essing, Regional Commercial Director Europe, about his perspective on what’s ahead and the role the Open Days play in building long-term partnerships. 

What makes Dirk’s perspective particularly interesting is that he did not start his career in the seed industry. With a background in Business Economics, he spent many years working in large commercial organisations across different sectors before moving into the high-tech vegetable sector and eventually joining Hazera. “What I really enjoy is that we work in an industry that matters and where so much is happening and changing,” Dirk shares. “We work with living material, which makes it complex and sometimes unpredictable. At the same time, we are highly driven by R&D while remaining very practical and down-to-earth. I really like that combination.” 

Dirk leads Hazera’s commercial activities across Europe, with seven locations and local teams in sales, product development and supporting functions. Together, these teams serve customers throughout the region with the broad portfolio of Limagrain Vegetable Seeds brands. 

Although much of his role focuses on strategy and business development, Dirk likes to stay close to the field. “Some of my favourite days are when I throw my boots in the car and go out to meet growers and customers,” he says. Those conversations give him energy and help him understand how the world around Hazera and its customers is changing. He especially enjoys translating those insights into action and helping teams understand why change is needed and how to move forward.

Outside work, Dirk lives in Den Bosch (NL) with his partner and three children. He enjoys sports, especially road cycling, and likes to spend time in the mountains whenever he gets the chance. 

This year’s Open Days theme is “Ready for What’s Next? Let’s Grow!” What does that mean to you? 

“For me, it starts with curiosity,” Dirk explains. “When I visit a grower, I often find myself wondering: what will this business look like in five or ten years? The world around our customers is changing quickly, and I find it fascinating to understand what that could mean for the way they grow and run their businesses.” 

“And of course, that question applies to Hazera as well,” Dirk continues. “If the world around our customers changes, we have to change with it. Are we investing in the right innovations? Are we supporting customers in the right way? And are we organised in a way that allows us to respond quickly? Standing still is simply not an option.” 

That is also where the second part of the theme comes in. “Let’s Grow or Let’s Go is important because I strongly believe we need to face these changes together.”  

Why are the International Open Days so valuable? 

Every two years, the International Open Days bring customers and partners to Warmenhuizen to see the latest genetics and innovations in real field conditions. This year, visitors will even see varieties that have not yet been officially introduced. “We are lifting the curtain a little further and giving customers a real sneak peek at what is coming next,” Dirk reveals. 

But for him, the event is about much more than varieties. “What I like about the Open Days is that you have so many different people in one place. Growers and distributors can speak directly with our breeders, crop specialists and commercial teams. They can learn from our experts, but we can learn just as much from them.” 

For Dirk, the most valuable conversations during the Open Days are the ones that look beyond today. “Where do customers see their business in five or ten years? What keeps them awake at night, and where do they see opportunities?” he says. These discussions do not always reveal completely new challenges, but they help Hazera understand what matters most and where breeding and innovation should focus next.

What are you particularly proud to showcase during the Open Days?  

“What makes me proud is not one specific variety, but the breadth and depth of what we can show with our sister companies,” Dirk says. 

Visitors will discover innovations across a wide range of crops from Hazera, HM.CLAUSE and Vilmorin-Mikado. “There are not many organisations that can offer such a broad portfolio. Walking through the field and pavilion really shows the strength and expertise we have within Limagrain Vegetable Seeds.” 

What do you hope visitors take home after the International Open Days?

“If there is one thing I want customers to take home, it is confidence in our partnership,” Dirk says. “Of course, that starts with having the right genetics and expertise. But it is also about knowing that there are people who listen, understand your business and think ahead with you.” 

Many customer relationships have been built over years. That history gives the International Open Days an extra dimension: it is not only a moment to look at what is new, but also to strengthen relationships that have developed over time. 

“That is something we value enormously,” Dirk says. “I hope people leave Warmenhuizen feeling that we are not only thinking about the next variety or the next season, but about where we can go together in the years ahead.” 

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