From chairmanship to future vision at Royal Kartoflex

“We are there with the members, for the members. And especially in times of change, that role only becomes more important.”

At the end of 2026, Bauke van der Molen Kuipers will hand over the chairmanship of Kartoflex to Richard Houben. Two men with a long shared history in the carton industry, but each at a different stage of life.

Bauke is now the grandfather of three grandchildren and combines his board work with interim assignments in the Netherlands and abroad. Richard lives in Breda with his partner and two sons and, alongside his advisory work, has been active within the Kartoflex board for many years. The change in chairmanship at Kartoflex marks not only a formal handover, but also a moment of reflection and looking ahead.

In this interview, they look back on the past years, discuss strategic choices related to sustainability, pensions and safety, and share their vision on the role of Kartoflex in a sector that is increasingly influenced by regulation, societal expectations and technological developments.

Left: Richard Houben, right Bauke van der Molen Kuipers

A familiar face within Kartoflex

For those who have been following Kartoflex for some time, Bauke van der Molen Kuipers is a familiar face. In 2022, he already spoke with us at length about his background, his vision on the sector and the challenges the association was facing at the time. Since then, much has changed, both within Kartoflex and in the world around it. Bauke built his career in the carton industry and held various management positions at major companies in the sector. Alongside his chairmanship at Kartoflex, he has worked in recent years as an independent interim manager, including in the Netherlands and the United Kingdom. This international experience has further deepened his view on leadership. “What I have learned again during those years is how important it is to listen. Especially in times of change. People want to be heard, also in a business environment.” That attitude also characterised his role as chairman. Not a top-down approach, but leading through trust, substance and genuine cooperation.

Richard Houben takes over the role

Richard Houben studied business economics at Tilburg University. His career started at Philips, after which he joined Smurfit Kappa in 2000. There, he progressed through financial roles to become CFO of the Solid Board division, with Bauke as CEO. When the division was separated in 2015 and continued under the name Solidus, Richard succeeded Bauke as CEO. The group grew into a network of twenty companies across Europe and was sold to an American investor in 2019. After remaining active for several more years, Richard has focused since 2023 on strategic advisory work and investments within the sector. Since 2017, he has been a board member of Kartoflex, in recent years serving as treasurer. For him, the step towards the chairmanship feels like a natural one. “I have been closely involved in the strategic decisions made in recent years. I fully support that direction, and we will continue on that path.”

From collective labour association to broad industry organisation

Where Kartoflex was once mainly seen as an association with a strong service package around the collective labour agreement, pensions and health and safety, the organisation has clearly broadened its scope in recent years. That foundation remains important, but the role of Kartoflex now goes much further. Richard: “Of course, we make sure that the basic conditions are properly arranged. But we increasingly see members coming to us with questions about sustainability, regulation and future resilience. We try to support them in the most practical way possible.” With around 100 affiliated members, ranging from multinationals to small and medium sized enterprises, Kartoflex plays a connecting role within the sector. Larger organisations often have their own specialists, but for many SMEs keeping up with legislation and policy developments can almost be a full time task. Bauke: “That is exactly where we can make the difference. Not by telling companies how to run their business, but by translating what regulations actually mean in practice and which steps are realistic.”

Sustainability from ambition to practice

In recent years, sustainability has taken a clear place on the agenda. In cooperation with Luc Lejeune and, more recently, Loris Monasso, the search was for an approach that works for the entire membership. Earlier initiatives were strong in content, but in practice sometimes proved too complex for broad implementation. Kartoflex therefore chose a more accessible approach, using CO2 checks as a starting point. “Every affiliated company can have a baseline measurement carried out,” Richard explains. “This is financed through the Collective Interests Fund (FCB), which lowers the threshold considerably.” According to Bauke, the strength lies in the practical approach. “No reports for the drawer, but concrete tools that companies can actually use.” At the same time, they notice that changing political signals make entrepreneurs cautious. Even so, the message remains clear: investing in smarter design, reduced material use and more efficient processes always pays off.

Pensions as a collective responsibility

One of the most intensive dossiers was the transition to the new pension system and the move from PGB to PNO Media. This concerns pension assets of almost one billion euros. “That is deferred income of thousands of employees,” says Bauke. “You have to handle that with great care.” The transition required close cooperation with trade unions, pension providers and advisers. Bauke considers the careful way in which the process has been managed to be an important result of his chairmanship.

Safety remains a key point of attention

Although the number of accidents in the sector has decreased in recent years, safety remains an important theme within Kartoflex. According to Bauke, every reduction is positive, but every incident is still one too many. Kartoflex therefore sets increasingly clear conditions for participation. Safety Checks, carried out by professionals, are mandatory and companies are actively held accountable for their responsibility. Richard: “This is widely supported by our members. Safety and sustainability are no longer optional topics. If you want to be part of Kartoflex, you also have to move forward with the rest.”

Meeting and knowledge sharing within the sector

In addition to substantive dossiers, Kartoflex consciously invests in bringing people together. The association organises not only general members’ meetings, but also platforms for directors, HR managers and health and safety coordinators, where knowledge is shared and experiences are exchanged.

Digital meetings remain practical for transferring information, but according to Bauke the real value lies in personal contact.
“It is precisely when you can look each other in the eye that conversations go beyond the agenda. That strengthens the mutual connection and helps us to take joint steps on topics that affect everyone.”

A carefully prepared transition

The change of chairmanship has been deliberately phased. Not only to give Bauke the opportunity to complete his term properly, but above all to safeguard knowledge and continuity within the board. “You want to avoid losing too much experience at the same time,” Bauke explains. “In dossiers such as pensions and sustainability, the knowledge that has been built up is essential. Within the board, but also at Lejeune.” Over the past years, Richard has already been closely involved in Kartoflex’s strategic decisions. As a result, the transition is running smoothly and the chosen course remains unchanged. “I fully support the direction we have set together. We will simply continue along that path.”

More focus on lobbying and public affairs

In addition to continuing the current strategy, Kartoflex is exploring whether it can take a more active role towards policymakers, both in The Hague and in Europe. “As an individual company, your influence is limited,” Richard says. “But with around 100 companies, we represent a serious industrial sector. That means you should also have a seat at the table when topics such as recycling, packaging and regulation are discussed.” Issues such as recruitment and career development are also receiving more attention. The sector faces a significant challenge in remaining attractive to new generations. “We are there with the members, for the members. And especially in times of change, that role only becomes more important.”

Cooperation with Lejeune Association Management

The cooperation with Lejeune Association Management is for Kartoflex more than secretariat support alone. While the board determines the direction, Lejeune provides substantive expertise, continuity and day to day execution. According to Bauke, this starts with Hélène Hahn-van ’t Hoff. “She is the central link in the organisation. She maintains contact with our members, monitors planning, coordinates the CO2 checks, among other things, and makes sure agreements are followed up. Many members deal with her directly, which makes her role crucial.”
From a financial perspective, the support is structurally secured, with Cora van der Lek overseeing the administration and the continuity of the financial processes.
On a strategic level, Hans van Schaik plays a key role, particularly in relation to the collective labour agreement and pensions. “Hans is our historical encyclopaedia,” Richard says. “He knows the background of collective labour agreements, pension decisions and previous negotiations. That knowledge is indispensable.” “
In addition, over the past four years Luc Lejeune has played an active role in broadening the strategic agenda, particularly in the field of sustainability. Now that Loris Monasso has taken over Luc’s role, the specific expertise in this area has been further strengthened.”
Precisely because this knowledge is so important, succession is not left to chance. Within both Kartoflex and Lejeune it has been agreed that any future transitions will take place in phases, so that knowledge transfer can be organised carefully and experience can be retained,” Bauke concludes.

From left to right: Richard Houben, Hélène Hahn-van ’t Hoff, Hans van Schaik, Bauke van der Molen Kuipers en Loris Monasso

What Bauke hopes to leave behind

At the end of his chairmanship, Bauke hopes above all to leave behind an association in which there is room for dialogue and trust. “A place where people feel safe to express their views. That may well be the foundation of everything.”

Looking ahead with Richard Houben

Richard nods. “We will continue that culture. Kartoflex is there with the members, for the members. That is exactly why this role only becomes more important.” For Bauke, the period towards the end of 2026 marks the start of a new phase, with more time for his family and grandchildren, alongside his interim assignments. Richard, on the other hand, is looking ahead to his role as chairman, with the same commitment he has shown in recent years within Kartoflex. “We will build on what is already in place,” he says. “With attention to people, a practical mindset and a clear course for the future.”

Text: Ria Luitjes
Photo: Lejeune