Royal FloraHolland boosts German market through collaboration with BGI
The Fördermitglied position means that we will work with our partners to strengthen the German market. This fits seamlessly in with other Royal FloraHolland partnerships around the world to promote the floriculture sector.
Germany is the most important market for Royal FloraHolland's growers. BGI is a non-profit organisation and represents the interests of players in floriculture on the German market. Its goal is to enable the floriculture sector to operate optimally in Germany.
Boosting the German market
The German market needs a boost. The share of wallet is decreasing, consumer spending has not risen in years, young consumers are lagging behind and there is also no growth in Royal FloraHolland's export position there, despite it increasing in other countries. One important direction for BGI is stimulating consumer spending. The general interests that BGI promotes also fits the neutral character of Royal FloraHolland well.
Royal FloraHolland will not put its own efforts into boosting the German market. "We will maintain our position, and that means that in our role as neutral growers and traders on the market, we will provide the best support we can," explains Lucas Vos, CEO of Royal FloraHolland. "Our joint interest is a healthy German market and we will work with other entities who share this goal."
Collaboration
Royal FloraHolland has already entered into various partnerships across the world to brainstorm and to work on a wide range of subjects related to our role as marketplace. A few examples are Florint, the 'International Florist Organisation' and the 'Floriculture Sustainability Initiative' which promotes sustainability in the sector. In the Netherlands, Royal FloraHolland supports the VGB. Through the Fördermitgliedschaft at BGI, Royal FloraHolland will now collaborate to stimulate the market in Germany.
Source: Royal FloraHolland