"Without global trade, there would be no growth"

In other countries, the horticultural sector is growing faster than in the Netherlands. If the country wants to remain a player of global importance, they shall have to look beyond borders.

"You can't break into the market if you do not get Chinese parties on your side. In China, everything revolves around relationships," explains Guido de Wit, programme director of World Flower Exchange (WFE). "We are used to doing everything rationally in our Anglo-Saxon way. That simply doesn't work in China, you have to learn to deal with a completely different society. You have to build up relationships in every country, but it's especially important in China."

Globalising outside the horticultural sector
Take Friesland Campina, for example, another strong Dutch cooperative with members in the Netherlands, Germany and Belgium. They buy milk from Chinese and Pakistani dairy farmers as well. Why? To achieve growth. And not just growth in turnover, there is an element of a social contribution to the country, to the local entrepreneurs and the local inhabitants. If we want globalization to succeed, then the right demarcation is required. Roelof Joosten, CEO FrieslandCampina, adds, "Only do what you are good at."

Always searching for new buyers
The company Kreling - the largest chrysanthemum grower in the Netherlands - does what it is good at. This has led to the distribution of its products throughout Europe. The company with roots in Bommelerwaard opened its seventh location in Zuilichem at the end of March. Since the 1990s, Kreling has been supplying spray chrysanthemums exclusively to retailers in the UK, Germany and other European countries. Koen Kreling explains, "Global trade is unbelievably important. You must always be searching for new buyers and new markets." Kreling does this to promote growth as well as to spread its risks and opportunities.

A primary role worldwide
Lucas Vos stresses, "If we want to remain a strong marketplace, then we shall have to search for possibilities all over the world. This will only be possible if we invest in our business relationships and are not intimidated by the competition. Only then can we continue to offer the broadest and deepest assortment of flowers and plants. And improve our market position."

Source: Royal FloraHolland