PromZ Vak 4 · 2026 · English edition

Door Allard Fredriks

Intermediary and supplier. Five identical questions. To a supplier and an intermediary, who do not know in advance who the other is answering. How do they view the industry, each from their own perspective? In this episode: Jeroen Burhorst (Yipp & Co) and Hanno van Dijk (Riké Group).

Jeroen Burhorst

Yipp & Co

‘Sustainability starts with a product that lasts a long time’

Which trend or development is inevitable for the industry in your view?

For me, that is without a doubt sustainability. In our industry, you still see too often that something is immediately labelled sustainable as soon as it contains recycled materials. Of course, that is important, but the quality and origin of the product are just as important. A garment made from recycled cotton with a limited lifespan is not immediately more sustainable than a cotton garment made from new and longer cotton fibers that has a much longer lifespan and pills less quickly. We also always offer different production locations, because sustainability often starts close to home. Furthermore, we always provide our customers with honest advice and various options so that they can make an informed choice. For us, the advice is at least as important as the product itself. And sustainability is never finished. We have the highest achievable Ecovadis Platinum score, but we continue to look for improvements.’

What are your business expectations for the rest of this year?

‘We still expect growth. That sounds ambitious, but for years we have been investing a lot of time in customer retention, expanding our existing client base, targeted acquisition, sourcing original and distinctive products, and delivering custom solutions. Naturally, we keep a close eye on developments in the world. We adapt to market needs, but proactivity is always a key priority for us, and we love nothing more than surprising our customers and prospects. We believe that opportunities always lie ahead, and we act on them quickly.’

From which aspect of your work do you derive the most satisfaction?

‘For me, that really lies in brainstorming and proactively creating creative custom proposals.’ We want to demonstrate our added value and inspire and surprise our clients and prospects with creative and original gifts and concepts. We delve into their organization, seek out unique products, and present a complete concept. The best feeling is when a client says: “I would never have thought of this myself.” That is when you know you are adding value. We don’t want to be a standard supplier that simply executes a request. We want to inspire and give people ideas. It is precisely that creative process that gives me the most energy.’

Which brand can you not do without?

‘I look much more at quality than at the logo on it. That applies professionally, but just as much personally. I would rather buy something that lasts for years than a cheaper alternative that you have to replace after a short time. If another brand with the same quality appears tomorrow, I will switch just as easily. Ultimately, for me, it is about the product, not the name.’

What can they wake you up for in the middle of the night?

‘For a project where we can really pull out all the stops and get to contribute ideas, advise, and create something unique together right from the start. The best thing is when a client trusts our expertise completely. A great example is a client of ours in Suriname. We have been working together for years, and precisely because they know what we are capable of, they give us the space to come up with ideas. They choose not just a product, but above all the creativity, quality, and advice we offer. We are currently developing a fully custom-made set of building blocks for them. A project like this shows exactly what energizes us: working with the client to create something that no one else has and delivering an end result that everyone can be proud of. Those are the projects you can happily wake us up for in the middle of the night.’

Hanno van Dijk

Riké Group

‘Authentic personal contact will become increasingly important in the future’

Which trend or development do you consider inevitable for the industry?

There are actually two things that stand out. The first is the emergence of more concrete applications of AI, and the second is the increase in demand for personalization in smaller print runs. We ourselves are increasingly using AI tools to accelerate and improve parts of internal processes. This allows us to help our clients faster with better advice. AI seems to be mainly a popular buzzword, but it is a very useful tool. A concrete example of how we use AI tools is in creating impressions, where the design of a beer or wine glass comes to life in the client's photorealistic environment. Or, for example, in desktop publishing work, when the client does not have a vector file available, we can improve the logo quality surprisingly well using AI tools.

Additionally, people prefer to do business with people. In fact, I expect authentic personal contact will become increasingly important in the future. Especially in a world that is becoming increasingly artificial precisely because of AI. As a result, it is becoming increasingly important for companies to distinguish themselves in the real world through more personalized marketing communications.

We see that the demand for personalization is increasing, particularly in the demand for smaller print runs. A good example is that more and more restaurants want to be ‘Instagrammable’. Consequently, hospitality entrepreneurs are making more conscious choices regarding the appearance of their establishment. Guests share photos of the atmosphere at the table via social media. A water bottle or wine glass with a logo is free advertising and therefore an easy win.’

What are your business expectations for the rest of this year?

Thanks to the recent acquisition of the printing company Horecaservies by Riké Group, we have extra production capacity and look forward to the coming year with confidence. Our customers throughout Europe expect fast delivery times and a wide range of products in stock. And we can now offer that even better. With the new (Christmas) season just around the corner, we are fully prepared.’

From which aspect of your work do you derive the most satisfaction?

‘When unique products find their way to unique places and come into their own. We often print glassware and tableware with unique designs that we design and realize together with the client. Printed glassware and tableware is an experience. Especially because you can hold it. And what is also nice is that our products are used throughout Europe, from wine glasses in Finland to beer mugs in Cyprus.’

Which brand can you not do without?

Apple. Because of the products, but especially because it is an example of a strong brand. You can see the brand’s vision reflected in the designs of the various products. And what I like is that a brand is primarily created by the story and the experience surrounding it.’

What can they wake you up for in the middle of the night?

A beautiful trip with a mix of culture, nature, and adventure. Preferably the kind of trip where things don't go perfectly. The best memories—not necessarily the most beautiful or comfortable—are made when something is missing. Sleeping in a sheep cave or surfing during a storm.’