Frans van Wanrooij knows the tree nursery sector like no other. As a sector specialist at aaff – the accounting and advisory firm formed by the merger of ABAB and Alfa – he and his colleagues support around 250 to 300 nurseries throughout the Netherlands. From Zundert to Opheusden and from Boskoop to Limburg, Frans knows the companies and their challenges first-hand.

In addition to his advisory work, he runs a small 8,400 m² nursery with high-stemmed evergreens. ‘It’s my way of staying connected to daily practice,’ he says. ‘When it’s too wet, I see what my clients see. When growth is slow, I know how that feels.’ That practical experience makes his advice tangible and credible. Growers appreciate that he speaks their language and understands the reality behind the numbers.

At aaff, the focus goes far beyond financial statements. ‘We do much more than year-end accounts,’ says Van Wanrooij. ‘We help growers with strategy, investments, liquidity forecasts and long-term decisions. My starting point is always the relationship between labour and plant material – that ratio says a lot about how efficiently a business operates. In the end, success depends on finding balance between people, plants and profit.’

The merger that created aaff has strengthened the organization, he believes. ‘We now have more colleagues with expertise in tree production, such as Paul Rongen. That ensures continuity and brings new energy. And we’re not a firm of blue suits, but of practical people with their feet in the soil. We understand the sector, speak the growers’ language and know where opportunities lie.’

According to Van Wanrooij, the industry is changing rapidly. ‘Labour is becoming scarcer and more expensive, which makes automation and data-driven decision-making increasingly important. At the same time, many companies are dealing with succession issues. It’s a challenge to inspire the next generation to take over this wonderful profession. That’s why it’s essential to invest wisely and keep developing for the future.’

Van Wanrooij is also a board member of GrootGroenPlus. ‘It takes time, but it matters. Companies that are visible – at trade fairs or online – perform better. Marketing may not be our profession as accountants, but I always bring it up. Visibility drives growth. GrootGroenPlus is a great example of how the sector connects naturally: growers, suppliers and advisors meeting on equal ground.’

His message to growers is simple but powerful: stay curious. ‘I’m often surprised how few entrepreneurs look beyond their own premises. There’s so much to learn from each other. The Dutch tree nursery sector has a strong future – but only if we continue to learn, cooperate and innovate.’