Click here for the photo report (in Dutch)
Afterwards the speakers received a bunch of flowers
Speakers from different corners of the ornamental sector raised their ideas and findings about the market of tomorrow. How can you build a brand?(Gabrielle Fabbro, Noviflora), How do you ensure space for niche products? (Kitty de Jong, Agro Fleur Select), how to get a grip on the shelf (Eric Moor, Decorum) and What will be the auction’s role in the game of supply and demand in the market of tomorrow? (Ronald Teerds, Royal FloraHolland). These are just a few of the speeches that contributed to a better grip on the question.
Which concrete path the flower or plant sector will follow in the market of tomorrow remains difficult. Jan de Boer van Barendse gave a speech to his audience: “You may see the traffic between supply and demand. It is true that in the Netherlands we have one rail network, but about 20 carriers are operating on it. Of course NS is the greatest, but that does not alter the fact that on a smaller scale, there is much possible, such as a steam train tour from Hoorn to Medemblik in Noord-Holland. But for all of using the full potential of the rail we need to put our heads together."If you can’t divide, then you can’t multiply," says Arjan van der Voort of Zentoo al, how sceptical our reaction may be, a radical change of approach is needed, everyone seems to agree on this point.
Starting upper left corner, turning clockwise: Eric Moor, Decorum (Sion); Kitty de Jong, Agro Fleur Select (gives Jan de Boer a bunch of nerine); Arjan van der Voort, Zentoo; and Gabrielle Fabbro, Noviflora
Get your flower act together
An analysis of the ‘problem’, and maybe the solution can be found in a similar way’, that suits practically everybody, was sketched out by Annemieke Roobeek, professor at the Nyenrode Business University: “Through the years 80 – 90 we build in the Netherlands one of the largest horticultural sector industries in the world. The different business sectors developed more or less independently over the years, and the ever-increasing companies engulfed the smaller ones and operated independently from the rest internationally. In this situation the sector as a whole operates on the expertise and skills gained in a century of the ornamental sector, without adding to it. To stop this, regrouping needs to take place and you have to build an international operating ornamental sector industry. So: ‘Get your flower act together!”
Starting upper left corner, turning clockwise: Annemieke Roobeek, Nyenrode Business Universiteit; Kees Rippen, Santpoortberaad; Jan de Boer, Barendse; and Ronald Teerds, Royal FloraHolland
Click here for the photo report (in Dutch)
