370 Years of Label Expertise
Interview with Santiago A. Kuipers, Managing Director of Royal Hoitsema Labels B.V.
For over 370 years, Royal Hoitsema Labels B.V. has represented the highest level of printing art. Today, the company based in Groningen is one of the leading specialists in labels and packaging in Europe. Managing Director Santiago A. Kuipers provides insights into the turbulent history of the Netherlands' oldest print shop, explaining how tradition, international markets, digitization, and sustainability interact – and what personally motivates him.
Wirtschaftsforum: Mr. Kuipers, Royal Hoitsema Labels is considered the oldest active printing company in the Netherlands. What milestones have shaped the company's history?
Santiago A. Kuipers: The company was founded in 1653 and has always been named Hoitsema. In 1953, it was awarded the title 'Royal' on its 300th anniversary. 2021 was a challenging time, and the company was taken over by a regional investor. The acquisition was carried out by Van Ketwich Participatie; since then, we have been working as a group with Scholma Print & Media under one roof, pooling expertise in the Innovation Team. The company Lijnco is also part of this, with its own seat in Groningen. Since 2022, I have been the managing director of the company and since 2024 also for Scholma Print & Media. Together we have grown to 92 employees and approximately 20 million EUR in turnover.
Wirtschaftsforum: What is your entrepreneurial focus, and which industries do you serve?
Santiago A. Kuipers: Our core business is labels, especially for the beer and beverage industry, but also for coffee, chocolate, milk, and tobacco. This also includes wet-glue labels. Packaging has played a minor role so far. We rely on high-quality offset printing processes with up to eight colors and double coating. Characteristics are long project cycles, tight qualification processes, and collaboration with large brand manufacturers like Heineken or Jacobs Douwe Egberts. We consciously serve small and medium-sized customers and deliver as needed, just-in-time or by container.
Wirtschaftsforum: A large portion of your products is exported. Which markets are particularly important to you, and how do you acquire new customers?
Santiago A. Kuipers: About 60 to 65% of our sales come from exports. In addition to the Netherlands, Germany and Belgium are our core markets, supplemented by activities in South and Latin America and parts of France. We rely on regular customers and strategically acquire two to three new customers per year, sometimes with partners. Customer acquisition is very selective – we aim not for quantity but for quality and long-lasting cooperation. We are well-known in the industry and often recommended; we visit trade fairs without exhibiting ourselves. Sometimes we deliberately avoid tenders that focus solely on price dumping – we prefer to be valued for performance and quality.
Wirtschaftsforum: What role do digitalization and innovation play in your company?
Santiago A. Kuipers: A very large one. We have heavily invested in new machines, digital printing technologies, and a modern ink mixing and dosing system. This allows us more flexibility, less dependence on the experiential knowledge of individual employees, and more precise results, especially as it is becoming increasingly difficult to find experienced professionals. QR codes and digital plotters are now part of our daily routine; with them, for example, we can realize small runs or tests, like a recent pilot project for beer labels in New Caledonia. We are also working in an innovation team with our sister companies to develop new products and more efficient processes. Our success factors include print quality, experience, flexibility, and consultation. With GMG-Color-Proofs we ensure reproducible colors and work closely with our customers' design teams.
Wirtschaftsforum: Sustainability is a central issue in the industry. What measures have you taken?
Santiago A. Kuipers: We rely on LED lighting, recycling, and e-mobility, have equipped our roof with photovoltaic systems and ensure our investments incorporate energy-efficient machines. Additionally, we use FSC-certified materials and document our Climate Footprint. Our new ink dosing system also contributes to sustainability as it reduces transport routes and minimizes the return of residual inks. For many of our customers, this is an important part of their own sustainability strategy - and for us, an integral part of the corporate philosophy.
Wirtschaftsforum: What goals do you pursue with Royal Hoitsema Labels, and what role do corporate culture and personal motivation play?
Santiago A. Kuipers: We operate with flat hierarchies and a pragmatic 'Hands-on' mindset. Strategically, we want to grow and invest – focusing on our core industries and innovative solutions. Personally, I am motivated to develop a traditional company in Groningen in a modern way. We sponsor the local football club, create jobs in the region – and it's a joy to see our labels in the supermarket. This fills me with pride and motivates me to give my best every day with the team.