The Advisory Committees advise the management and Board of Royal FloraHolland on strategic and tactical matters that transcend individual products.
Their agendas are jointly set by the members and Royal FloraHolland. The Advisory Committees meet at least 6 times a year. Their aim is to involve the members in the development of the cooperative. Its development must serve the members' interests, as expressed in the Royal FloraHolland 2020 strategy objectives: better margins for our members and their customers, and more consumers spending more on flowers and plants.
We have an Advisory Committee for flowers and one for plants; each has 25 to 30 members chaired by a staff member from the cooperative.
Each Royal FloraHolland Product Committee (FPC) and Regional Advisory Committee (RAC) is represented on the Advisory Committee. There are also several individually appointed members (originally nominated by the Board, but since 2014 nominated by the Advisory Committee itself). This ensures broad support among the cooperative's members.
This means the Advisory Committees are of, for and by the members of our cooperative.