Culture is often talked about as something intangible — something you “feel.” At HFC, we believe it’s much more than that. Culture can, and should, be intentional, lived, and measurable.
Last October, we launched our cultural journey at the HFC Event in Volendam. It was more than a kickoff — it was the moment where we collectively defined what HFC stands for. Together with the support of our partner Traineroo, we created what we now call our HFC DNA: the values, behaviors, and leadership principles that shape who we are and how we work.
Defining Our HFC DNA
Together with teams across regions and departments, we asked ourselves:
• What do we believe in?
• How do we want to collaborate?
• What kind of leadership do we want to see and live every day?
The answers led to a clear and shared culture foundation:
• Stimulating Values that energize us and guide our daily behavior
• Empowering Leadership that supports, trusts, and challenges us
• And above all, a strong sense of purpose, pride, and connection
This wasn’t just a top-down vision — it was built with and by our people. And to truly embed our DNA, we knew we had to make it measurable.
Our Partner in Culture: Traineroo
To shape this journey into something real and lasting, we teamed up with Traineroo, a leadership and culture agency that doesn’t believe in off-the-shelf programs — but in co-creation, reflection, and behavior-driven growth.
From day one, Jeroen van der Schenk, founder of Traineroo, challenged us to go deeper than values on paper. With energy, curiosity, and sharp observation, he helped us translate abstract ideas into everyday practices. His approach gave teams the space to be honest, to feel safe, and to reflect on what culture means in real situations — not just strategy documents.
Traineroo was instrumental in designing our custom HFC Culture Scan and is now supporting the creation of our upcoming HFC Culture Guide and Leadership in Operations training. Thanks to this partnership, our culture journey is not only thoughtful — it's actionable.
“What inspired me most at HFC was the commitment to build culture with people, not for them. That’s how you unlock ownership accountability.
Most companies define their DNA in response to a problem (a drop in engagement, unclear values, or inconsistent leadership). HFC chose a different path. They weren’t fixing something broken. They were building on something strong — intentionally shaping their culture to support sustainable growth and unlock the full potential of their people.
We’re proud to be their partner on this journey and excited to bring the next phase to life. Where the HFC DNA becomes more than a compass; it becomes daily practice.”
— Jeroen van der Schenk, CEO – Traineroo
Measuring What Matters: The HFC Culture Scan
In May 2025, we conducted our first HFC Culture Scan, designed in close collaboration with Traineroo. This gave every team member a voice — and the opportunity to share how they truly experience our culture today.
The results were powerful:
• A remarkable 93.1% response rate with 100% completion
• An overall DNA score of 8.3 (a strong indicator of engagement and alignment)
• An eNPS of +45.8, reflecting high levels of pride, satisfaction, and loyalty
We were especially proud to see leadership rated so positively. Employees described feeling trusted, supported, valued, and challenged — the building blocks of a thriving culture.
“This scan confirms what we’ve always believed: that culture is not something you state — it’s something you do. It lives in everyday moments. What’s exciting is that we now have the clarity, data, and energy to truly grow together.”
— Pancras Evers, CEO – HFC
What’s Next?
The Culture Scan didn’t just confirm where we stand — it gave us the clarity and momentum to move forward with confidence.
We’ve identified six focus themes that matter most to our people and our future. Over the coming weeks, our leadership teams will be sitting down with their teams to reflect, share, and shape practical next steps.
And this is just the beginning. In August, we’ll launch the HFC Culture Guide and in September, we’ll kick off Leadership in Operations training with Traineroo — both aimed at bringing our DNA to life in everyday leadership and teamwork.
Why This Matters?
As HR Manager, I’m incredibly proud of what we’ve built — not because we’ve “finished” anything, but because we’ve started something that truly has momentum.
This is about creating a culture where people feel safe, challenged, valued, and connected. A culture that not only supports our performance today — but that fuels our ambitions for tomorrow.
I want to thank every HFC colleague who took the time to share their honest perspective. Your voice is shaping who we are — and who we’re becoming.
Let’s keep building, together.
—
Juliette Röschard
HR Manager – HFC
