Why a new collaboration starts with clarity

Groeneveld Holding recently joined Mars as a new client. For us, that start moment matters. Not as an announcement, but as a point where we step into an existing organisation with its own history, way of working and ambitions.

Groeneveld Holding has grown over decades into a group of specialised companies in steel storage tanks. Each business has its own customers and expertise. Together they form a family owned group that is trusted worldwide for quality, reliability and long term collaboration.

As the group continued to grow, its online presence no longer reflected that strength. Websites were developed individually, with different structures and levels of clarity. At the start of our collaboration, the question was clear. How do you present a new digital face that does justice to both the holding and the individual companies?

A family owned group with strong specialisation

Groeneveld Holding brings together CTC Tankbouw, Grovo Tuinbouw, SJR Greenhouse Tanks, TAB De Blesse and Tolsma Tanks. Together they employ around 250 people and serve customers across Europe and beyond.

The group designs and produces steel storage tanks for applications such as fuel, energy, industry, water and horticulture. From diesel and petrol to HVO, biofuels and AdBlue. What connects all companies is a shared focus on craftsmanship, certified quality and long term relationships.

Large international clients rely on Groeneveld Holding not only for its products, but for its consistency and reliability. Those values needed to be visible online as well.

One group, recognisable at every entry point

A key goal of the project is that customers experience Groeneveld Holding as one strong and connected group, regardless of which company they enter through.

At the same time, each business keeps its own identity, tone and specialisation. A horticulture client needs different information than an industrial fuel partner. The websites are designed to support those differences, while still clearly belonging to the same family.

Visual consistency, shared navigation principles and aligned messaging help reinforce that connection, without forcing uniformity.

A foundation for long term growth

The new websites are not built as isolated marketing tools. They are meant to function as a solid digital foundation for the coming years.

They present a broad and high quality product range, support trust and credibility, and make it easier for visitors to request a quote. More importantly, they reflect how Groeneveld Holding works in practice. As a group of specialists that collaborate closely and invest continuously in people, production and expertise.

As the first websites take shape, the foundation is set for a clearer, stronger and more recognisable online presence for the entire group.

What this collaboration is about

This project shows how digital structure can support organisational structure. By starting from the client’s perspective and building clarity first, Groeneveld Holding is taking an important step towards a digital presence that matches the quality of its work.

This blog describes the collaboration between Mars and Groeneveld Holding, focusing on the development of six connected websites for a family owned group in steel storage tanks.