“Green has a huge influence on public space”

Lucas Vos, CEO of Royal FloraHolland, states that consumers have a craving for green. “Inside the house, but outside too, in the city. As a marketplace, we must respond to this need. This is something to improve upon in our plans for 2020.”

According to Lucas, the Green Agenda is a major factor in the plans. This programme was set up to bring stakeholders together to stimulate the development of green concepts. "There's a trend to use more green in public areas. The Green Agenda of Royal FloraHolland responds to this trend. The programme unites green entrepreneurs, knowledge centres, local authorities and the business community. We support them as they develop green concepts and business models." Lucas hopes in future we'll see fruitful initiatives for, for instance, local councils and public health care, so green can be marketed even more efficiently.

Green has a huge influence
These coming years, society will be facing ever more extreme weather and even more urbanization. Green can help deal with these challenges. "Green has a huge influence on the public space. It results in less aggressive behaviour. It improves the ability to concentrate and speeds up the recovery of patients. And it's lovely to look at too", Lucas states with a smile on his face. He likes how France does things, where cities and towns compete with each other to be crowned as the greenest community. "That's very inspiring, of course. I love it."

Weeds are not a problem
The programme Let it Grow, Lucas feels, is a great way to stimulate entrepreneurs to go green. "Take the start-up Gewildgroei [Welcomegrowth - ed.] that came forth from it. This start-up sees weeds as a partner, not as a problem. By replacing a paving slab by a 'Living Pavement' tile, you demonstrate that wild plants are beautiful and useful. That's simply wonderful." Lucas urges all clients to do more with green too.

House full of flowers
Come to that, how green is Lucas himself? "Ever since we moved back to the Netherlands, we've got a garden, so we're certainly busy with that. And the house is full of flowers and plants. A house without is pretty cold and bare, I feel. On the other hand, I must admit I haven't got green fingers, really."

Healthy office
In the offices of Royal FloraHolland (all flexible workspaces now), green is a prominent feature. "There's a green wall, or vertical garden, on every floor. And the new office that's about to be constructed in Aalsmeer will be green all over too. We'll have a really healthy office with all kinds of green plants in it. This will make for a pleasant environment and will improve people's concentration."

Source: Royal FloraHolland