Interview Joost Rotteveel

Meet Joost Rotteveel: Bringing Dutch Know-How to JASA Americas

From North Holland to Minnesota

After more than six years working among offshore wind turbines in the North Sea, Joost Rotteveel now helps keep our American customers’ packaging lines running from his base in Minnesota. Meet the Operations and Service Manager at JASA Packaging Solutions Americas: a Dutchman who brought his straightforward approach to the U.S. along with his love of croquettes.

From North Holland to the U.S.

Where are you from?

“I was born in Heiloo and grew up in Limmen, both in North Holland. What’s typically Dutch about me? I’m still straightforward and say what I mean. And I believe in working hard while enjoying what you do. That feels pretty Dutch to me.”

What brought you to the United States?

“I worked for a Dutch company that took me all over the world. One project brought me to Minnesota, back when I was single. That’s where I met my wife more than five years ago. During our first year together, we got to see a lot of the country while I was traveling for work.”

What was your first real ‘this is America’ moment?

“On my first assignment in Clovis, New Mexico, my boss invited me to Thanksgiving dinner. Being welcomed into a family celebration when I was new to the country was a great experience.”

What do you miss most about the Netherlands?

“My family and friends, especially during the annual hometown fair and at Christmas when I can’t be there. Whenever I fly back to the U.S., my suitcase has a few pounds of aged Dutch cheese, chocolate sprinkles and salty licorice. My wife loves Dutch almond-filled cookies, and we always make room for tulip bulbs in our garden.” 

This or that:

Croquette or burger?

“Croquette! Easy choice. I’ve introduced my American friends to homemade Dutch croquettes, a traditional deep-fried snack. They keep telling me I should start a food truck.”

Bicycle or pickup truck?

“Pickup! It’s perfect for loading my bike in the back when I head out to find more challenging trails.”

North Sea or Lake Superior?

“The North Sea. I spent more than six years working in offshore wind and have always lived close to the coast. I still feel a strong connection to it.”

North Holland wind or a Minnesota winter?

“That’s a tough one. I don’t mind the North Holland wind most of the year, but in winter I’d pick Minnesota. Even at −22°F, with snow everywhere, there’s something special about it.”

Soccer or American football?

“Soccer, of course! I played for VV Limmen until I was 35 and loved every minute of it. I’ve even passed that enthusiasm on to my stepson. I took him to a FIFA World Cup soccer match between the Netherlands and Tunisia.”

Working at JASA Americas

What does your role as Operations and Service Manager involve?

“I’m the main point of contact for customers who have questions about ongoing projects. If something goes wrong, I make sure the right people get involved so the customer can get back up and running as quickly as possible, or at least know the situation is being handled. I’m also becoming more involved in spare parts.”

In the Netherlands, a service technician can reach a customer fairly quickly. How do you manage that across a country as large as the U.S.?

“That’s why we schedule as much preventive maintenance as possible and encourage customers to make it a regular part of their operations. It helps prevent unexpected service calls. If an issue does come up, we start with remote support and send a technician as quickly as possible when needed, to minimize downtime.”

How do American customers respond to your Dutch directness?

“It’s actually an advantage in the U.S. market. Customers often hear vague promises or overly optimistic stories. When we’re clear about what we can and can’t do, when something will be ready and what it will cost, we build trust faster. It’s all about how you communicate. Americans generally expect you to acknowledge the relationship and start on a positive note before getting down to business. Be direct about the issue, but warm with the person.”

How do American customers’ expectations differ from those of European customers?

“American customers expect you to take ownership when there’s a problem and guide them through it. Honest, transparent communication, responsiveness and availability are essential. They want to reach someone right away, get clear timelines and receive regular updates, even when there isn’t a solution yet. European customers often try to troubleshoot on their own first and contact the supplier if they can’t resolve it.”

How do you work with colleagues in the Netherlands across a seven-hour time difference?

“I try to discuss urgent matters with my Dutch colleagues early in my morning. In the afternoon, I prepare clear emails so I can have answers waiting for me the next morning.”

What has been one of your biggest challenges at JASA so far?

“My first days at JASA were a challenge right away: I had to coordinate a major customer project. During the critical startup week, we saw just how much the time difference matters. If a customer needs help on a Saturday afternoon here, it’s already Saturday evening in the Netherlands. Getting support quickly can be difficult. So we brought additional technicians on-site and set up a WhatsApp group with technicians and software engineers to speed up communication. Thanks to everyone’s commitment and the team’s preparation, we worked through it together.”

Where do you see opportunities for JASA in North America?

“I see clear opportunities in the U.S. for grab-and-go meals, as long as we make things as convenient as possible for consumers. Especially in major cities, where many people are health-conscious, shoppers are more likely to pick up a meal salad when it’s offered as a complete, ready-to-go package. There are opportunities in Canada, too. Growers there are increasingly focusing on their domestic market and are more willing to invest in it.”

Finish the sentence

The best part of my job is…

“…getting to know different customers and seeing how they keep their production lines running as efficiently as possible. I enjoy working with advanced technology and staying close to the customer. Understanding their biggest challenges and finding a solution that fits is especially rewarding.”

A customer can always call me when…

“…they’re facing a serious issue with their production line and need immediate support from JASA. Helping a customer get their line running again when they’re in a tough spot, that’s what motivates me.”