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Jeroen Boon is an experienced professional in the floral industry, currently focusing on building a strategic role and department at Royal FloraHolland, with an emphasis on enhancing the grower-buyer connection internationally. Previous roles at Royal FloraHolland include Key Account Management International and Account Manager International, where responsibilities included optimizing customer journeys and managing relationships with growers, buyers, and exporters. Jeroen has also held various leadership positions at Decorum Company, including Chief Digital and Manager Account Management, driving digital transformation and strategic commerce initiatives in Europe, particularly in Eastern Europe and Germany. As a former General Director at BoonLilium, a family-owned cut lily business, Jeroen has demonstrated entrepreneurial expertise and strategic vision. Jeroen's educational background includes multiple qualifications in e-commerce and digital marketing from Beeckestijn Business School and other institutes.