Achtergrond
Pieters perspective: January
In Pieters perspective, we give the floor to Pieter Bootsma, CEO of Royal FloraHolland. In this monthly column, he shares his perspective on the past and/or coming month.

These are our main themes

The cooperative
Royal FloraHolland is the largest international floriculture marketplace
for flowers and plants, operating as both an association of growers and
a business entity.
for flowers and plants, operating as both an association of growers and
a business entity.

Business strategy
We believe in a sustainable and future-proof sector that grows with the
times. Together with growers and buyers, we are building the largest
international B2B platform within the floriculture sector.
times. Together with growers and buyers, we are building the largest
international B2B platform within the floriculture sector.

Cooperative strategy
The cooperative strategy, named ‘Together in the cooperative’, was
developed by the Members' Council in alignment with the business
strategy to ensure we remain a financially solid cooperative for our
members and build the largest B2B platform in the floriculture sector.
developed by the Members' Council in alignment with the business
strategy to ensure we remain a financially solid cooperative for our
members and build the largest B2B platform in the floriculture sector.

Sustainability
At Royal FloraHolland, sustainability is a core principle. We are
dedicated to enhancing our cooperative’s sustainability and aim to lead
the industry in this respect.
dedicated to enhancing our cooperative’s sustainability and aim to lead
the industry in this respect.