"Together we are stronger," was the message heard on Thursday during the Dag van de Coöperatie (Day of the Cooperative) in the auction hall of Royal FloraHolland Aalsmeer. It was noticeably quieter than last year, yet those who were present were active, critical, and highly engaged. Conversations regularly touched on topics such as crop protection, transport levies, and other concerns, but there was just as much room for optimism and pride. The specially designed scarf, a playful nod to loyal football supporters as well as to last year's chilly edition, could be seen draped over many shoulders.
© Mirthe Walpot | FloralDaily.comTime for a group photo. View all photos in the photo report (link in Dutch)
Chair of the day Marijke Roskam opened with a playful reference to football, saying, "Today we're playing as one club, with one goal." It was a comparison that would return several times throughout the day. Just like on the field, success depended on teamwork, which fit perfectly with the theme of the event.
Pieter Bootsma visibly grateful
A round of applause followed a video message from Pieter Bootsma, who shared that his recovery was progressing well. The video was recorded on November 3, four months after his cerebral hemorrhage. He expressed his gratitude for being able to address everyone and thanked the audience for the tremendous support he had received. Pieter said he had the energy to continue his rehabilitation with a positive mindset and showed his appreciation for the horticultural sector, which had revealed its warmest side in recent months. His gradual return to work was planned to start in early 2026.
"Entrepreneurship requires courage"
David van Mechelen looked back on a strong financial year. "Entrepreneurs want to make a profit, and so do we. And we succeeded," he said. He spoke with pride about how, across the entire organization, "everyone stepped up." He also highlighted the flawless peak period during the NATO summit.
Marijke then asked whether he could lift a corner of the "green veil." David responded, "We want to engage with facts. The willingness is there among growers and buyers, but sometimes there are barriers. We help our growers overcome those as effectively as possible. Especially now, you can see just how essential the strength of the cooperative really is."
© Mirthe Walpot | FloralDaily.comView the photo report here (link in Dutch)
Collaboration is key
The panel session featured Marcel van der Lugt, Floor Tesselaar, and Rob Donker. Marcel explained how the members' council was being brought closer to the growers themselves. Floor looked back on a strong year from an entrepreneurial perspective, in which her company invested in LED lighting and the youth council made real progress. "Young people are thinking about the future of their businesses. Different generations are open to innovation and are finding common ground," she said. Rob described the cooperative as a "hyper-modern way of doing business."
Marijke also moved through the audience, inviting questions and opinions about cooperation within the sector. "Let's go all out together," someone called out. Marcel responded, "We need to look at how we can serve the market in the best possible way and seize opportunities together. Together as growers, together as a cooperative, together with trade partners." He pointed out that with more than 3,000 members, keeping everyone satisfied was a real challenge. "We have to listen and do this together. The strength of young people, who are critical and open-minded, is incredibly valuable."
Using Slido, the biggest challenges on the minds of those present appeared on the screen: image and public perception, legislation and regulation, labor, trade partners taking shortcuts when it came to sustainability, rising transport costs, and price formation.
Floor shared that at Top Orchid she worked exclusively with Dutch employees and took good care of them. On the topic of image, she added, "We need to tell our story much better and show how well we are actually doing. No pointing fingers, but lifting each other up."
© Mirthe Walpot | FloralDaily.comRobert van der Hulst (Summerville Plants) and Cor Zuurbier, former grower. View the photo report here (link in Dutch)
Fail brilliantly
"Chief Failure Officer" Paul Iske got the audience laughing and thinking at the same time. "You can complain, you can cry, or you can look at how you deal with failure," he said. He pointed out how people tended to share only the polished, perfect side of things. Even when you searched for photos of certain places online, it often looked as if the sun was always shining. Showing a few images he had found of Royal FloraHolland locations, he joked, "It always seems to be good weather at FloraHolland."
Paul emphasized that working in the ornamental horticulture sector was complex, and that in such a complex system, mistakes were simply unavoidable. "Nothing ever goes exactly according to plan. The question is not if you fail, but how you deal with it," he explained. He argued for a culture in which trying and experimenting were truly valued. "Nobody gets out of bed intending to mess things up. Mistakes are part of the process. FAIL stands for First Attempt In Learning."
Inspiration sessions in the greenhouses
After that, the audience spread out across the greenhouses surrounding the central square. In a session led by Eveline Rogier and Tanno Masser, the focus was on trends and developments in the sector. Eveline emphasized the importance of perspective and storytelling. "Look at where you stand in relation to your colleagues. Share your personal story. Show what you do in your business, where you invest, and make use of the collective story of ornamental horticulture. Above all, take part in the Trend Report, so that as a sector we can continue to build our image based on solid facts and figures."
© Mirthe Walpot | FloralDaily.com
Eveline Rogier and Tanno Masser of RFH. View the photo report here (link in Dutch)
In another session, Leontine Gast spoke about reputation and sustainability. "You shouldn't communicate sustainability only to the outside world, it has to live inside your organization as well. How can you tell the neighbors you bought a new car if your partner doesn't know about it yet?" she said with a smile. She stressed that sustainability did not always have to be big or complex. "Even something as simple as an insect hotel is a step forward." Warm applause followed these small but meaningful wins.
Conclusion with drinks and food
After a full afternoon of conversations, insights, and lively discussions, it was time to unwind with a drink and some food. Between the tables, the conversations continued, touching on challenges, opportunities, and the power of working together. And the scarves? They stayed on a little while longer.
