Royal FloraHolland

Two-days Members' Council: the future of ordering, payment and delivery

Many things will change for growers and their buyers in the years to come. The Royal FloraHolland Members’ Council discusses and thinks along about the future of ordering, payment and delivery.

This happened during the two-day session of the Members' Council on 2 and 3 September. Growers and management meet each other in a relaxed atmosphere during the two-day session. On this occasion they looked ahead and exchanged concerns and challenges for Royal FloraHolland. Also the positive points were discussed.

During workshops, the members of the Members' Council also explored opportunities and challenges in the area of ordering, payment and delivery. This provided many insights into what the strategy will bring. As all transactions will soon be handled digitally, new, efficient and sustainable opportunities will arise to bring supply and demand together. This will offer new opportunities for growers and buyers, but not without changes on many fronts.

Marcel van Tol, Chairman of the Members' Council: "It's good that we as the Members' Council get involved at an early stage and think along about these crucial changes. These changes will have an impact on the future of our companies".

The challenge is speed, the path is clear
The main concern expressed by the members of the Members' Council is the speed with which Royal FloraHolland can realise its strategy. The strategic course is clear. There is no doubt that a great deal needs to be done and there is a great need for change. After all, the market does not wait, in contrast. Corona has accelerated existing trends in the sector, such as digitisation, consolidation and increased differences between growers. That is why it is extremely important, as a cooperative of members, to maintain a strong position as growers in the floriculture chain.

Added value and support
Delivering real added value for members and their customers is also seen as a challenge. How do we make the services as attractive as possible for growers and buyers? The biggest challenge is to retain a broad base of support among members while keeping the speed of change high. The Members' Council asked for attention to be given to the increased burden on smaller growers and stressed the importance of engaging members in the changes.

On a positive note
The positive points identified by the members of the Members' Council were the clear strategic direction set out for Royal FloraHolland, the way in which Royal FloraHolland acted during the crisis, and the improvements in day-to-day service delivery.

"Even in five or ten years' time, we still want to be able to get the best price on the market at the right cost. This will only be possible if the auction remains attractive to as many growers and their buyers as possible".

Source: Royal FloraHolland


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