Sign up for our daily Newsletter and stay up to date with all the latest news!

Subscribe I am already a subscriber

You are using software which is blocking our advertisements (adblocker).

As we provide the news for free, we are relying on revenues from our banners. So please disable your adblocker and reload the page to continue using this site.

Click here for a guide on disabling your adblocker.

Sign up for our daily Newsletter and stay up to date with all the latest news!

Subscribe I am already a subscriber

NL: “Making agreements together is something I find valuable”

In a series of portraits, members of Royal FloraHolland are portrayed. Entrepreneurs, thinkers and innovators who enter into dialogue with each other and with the management of Royal FloraHolland. About the issues they face as a co-operative. Special people with their own ideas and a common dream: a prosperous future for the co-operative.

Rick Melenhorst (43), of nursery Melenhorst participates in the FPC Alstroemeria. "For growers, it is important that the auction company performs well. By participating in the FPC, I can influence that."

"About six months ago, the auction started a pilot on fulfilment. Alstroemeria was the first product to be distributed in this way. We were closely involved in this from the FPC. Fulfillment takes some time getting used to. Things run differently than before. But it is necessary. In this way, we can serve our buyers even better. Suppose a trader promises his customer flowers will be delivered at ten o'clock in the morning. It's great if we can meet that promise. If we deliver in time, we create trust. And that in turn generates more demand from traders."

"After the start of the trial, a trader approached me. Things were not going well, he said. Trolleys were incorrectly coded and too full. This caused damage to the plants. I mentioned this during a meeting of our FPC. Together we then went to the auction.
The manager of the logistics team took our findings very seriously. And it was also instructive for us as growers. We were given an example of clearer product cards. We as FPC will then discuss this with our supporters. This is how we make fulfilment workable for everyone."

"For me as an FPC member, the load factor is also an important point of attention. We were selling more and more 'air'. Forty branches of alstroemeria in a barrel, for example, was paid better than sixty branches. And that while the grammage of the bunches was the same. From the point of view of corporate social responsibility (CSR), I find it strange that we drive to the auction with half-full trucks. I find it valuable to make agreements about this with each other within the FPC."

"When I was asked to join the FPC two years ago, I didn't have to think about it for long. If I can contribute something, I'm happy to do so. It is important for growers that the auction company performs well. And this way I can have influence. And I also get something out of it for myself. Namely: I am close to the market and the auction. In this way, I keep abreast of what is going on. Digitalisation, certification, and therefore also logistics. From the FPC Alstroemeria we are all working towards the same goal. Namely: to continue to build on our product group. I am proud to contribute to that together with the other members."

For more information:
Royal FloraHolland 


Publication date: