Wow, that's quite an unfortunate name to use for a farming co-op. You can tell it wasn't started in the North of the country where the historical 'herenboeren' were an actual thing.
People are pining for the romantic past where uneducated peasants were living like slaves doing back braking work for their herenboer. OP should read up on the history here:
https://ottoknot.home.xs4all.nl/werk/1929.html
I'm not familiar with Dutch, why is it an unfortunate name?
In some regions Herenboeren caused a segregated society on the level of apartheid in South Africa.
They were basically the ultra-rich landowner class. The actual farm laborers doing all the work weren't quite as well off. There's a reason that area still has the last traces of the communist party still active in local politics.
I understand that they are aware of this and that they are thinking about changing it.