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“If you don't have a dream, you can't make it happen.” - Peter Hoff

Pieter Hoff passed away on April 13, 2021. He turned 67 years old. Pieter grew up on the clay of West Friesland as the eldest son of a market gardener and took over the company together with his brothers. They soon specialized under the name Hoff Quality First in the breeding and cultivation of lilies and built up a large lily breeding company. Pieter traveled to more than fifty countries on business and there he started to worry about the falling groundwater levels that he noticed among his customers.

This inspired him to sell the lily business and since 2003 to develop a solution for the reforestation of dry areas. The ecological water-saving plant technology of Groasis (with the Waterboxx, Growboxx and Waterfilter Boxx plant cocoons as central products) was his answer to this.

Let’s reforest the world is a grand dream that transcends one lifetime. He knew that. It is heavy that he will no longer see the final results of his immeasurable efforts.

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