Press release : 13 December 2018

Peter Verdaasdonk is the appointed Chief Executive Officer of Floriade Almere 2022 BV.

Peter Verdaasdonk was appointed by the General Meeting of Shareholders as the new Chief Executive Officer of Floriade Almere 2022 BV with effect from 1st January 2019. In doing so he fills the vacancy left by the departure of Jannewietske de Vries in September 2018.

Peter Verdaasdonk (59) has been following the developments surrounding the Floriade for years, out of personal interest. This interest is also fueled by his role in 2015 and 2016 as advisor to the municipality of Almere on the Floriade. At the time, he advised on concept development, participations and alliances. He has also advised on the business case for commercial exploitation of Floriade Almere 2022. 

In addition to his broad interest in the Floriade, Verdaasdonk brings with him extensive experience in large ‘crowd-pulling’ events. From 2002 to 2010 he was the Managing Director of Madurodam BV. He has held various management positions at Disneyland Paris from 1990 to 1996, including those of Special Events Manager and Strategic Projects Director. During and following that period, he also held various national and international management and advisory positions.

The appointment of Peter Verdaasdonk as MD heralds Floriade Almere 2022 BV’s confident entry into a new phase. Verdaasdonk says he is also very keen to put his earlier decisions regarding Floriade Almere 2022 into practice, following the consultancy work he did years ago.

Peter Verdaasdonk looks forward to contributing towards a world-class event, which will put the Netherlands on the map – both in the world horticultural sector and far beyond. He and his family will first enjoy the upcoming holidays, after which he is keen to enter the New Year – full of energy and together with the Floriade team and all the collaborating partners of Floriade Almere 2022. 

For more information please contact Team Floriade on 036 – 8200303 or at