Metazet undertakes successful Rebranding: A new name, the same dedication

Metazet is proud to announce the successful completion of its rebranding, with the accompanying name change from Metazet FormFlex to Metazet. Since 1978, Metazet has been known as the manufacturing company for greenhouse horticulture, and this rebranding marks a new chapter in their story.

A New Standard in Cultivation and Logistics
Metazet, founded in 1978, has always strived to grow smarter with appropriate, practical, and reliable solutions. The rebranding reflects not only the company’s impressive growth, but also its ongoing commitment to innovation and collaboration.

“Metazet represents the new standard in cultivation and logistics. Our commitment to keep learning, developing talent and bringing out the best in ourselves and our customers is what drives us every day,” said Luke van Adrichem, general manager.

Growing is Keeping Moving
As a supporter of growth in the horticultural sector, Metazet has not only helped customers become future-proof, but the company itself has also grown. Since June 2022, the four-member management team consisting of Luke van Adrichem, Dolf van der Hoeven, Peter Koot and Ben van der Maarel, has embarked on a new course, of which rebranding is an integral part. The rebranding brings with it a new identity, while the core values, knowledge and solution orientation remain unchanged.

Finance Director Peter Koot adds, “Growing means staying in motion, and with this rebranding we have not only merged the separate B.V.’s into one, but we have also created a clear and timeless look that prepares us for the future.

While Metazet B.V. now represents our umbrella identity, the familiar FormFlex® name remains as our brand for high-quality Cultivation gutters, ensuring that we continue our strong reputation.”

Celebrate it together with Metazet
The official launch of Metazet will take place during the first day of the IPM in Essen on Tuesday, January 23, 2024, but will also be celebrated at the Fruit Logistica in Berlin and at the HortiContact in Gorinchem. At each of these events, Horti-steps in the new Metazet colors will be raffled off, underscoring Metazet’s renewed identity and commitment to the horticultural sector.

Dolf van der Hoeven, Director of Logistics: “During the IPM, we not only want to share our new identity, but also kick off a phase of further cooperation and innovation in horticulture. Metazet does not stand still, and our presence at the IPM marks the beginning of a journey in which we invite the industry to grow and innovate with us. We look forward to engaging with partners, sharing experiences and shaping the future of the horticultural industry together.”

Metazet is looking forward to a future where they continue to grow, innovate and collaborate for a sustainable and successful horticultural industry. You are most welcome to attend the IPM, booth 3A36.

Watch our launch video here.