Our ambition
The world is constantly changing, compelling us to evolve continuously to remain attractive to our members and strengthen our market position. It is our responsibility to continue to take collective action to address the challenges and opportunities that arise, innovating by anticipating trends both now and in the future.
International floriculture marketplace
Our ambition is to become the ultimate Royal FloraHolland platform, offering services that fulfil our customer promises: simplified deal-making, customised logistics, and smart business. The Royal FloraHolland platform is dual-structured, consisting of Floriday for all digital transactions, logistics settlements, and financial settlements, as well as a physical logistics platform optimised for handling clock and direct trade. This allows us to operate digitally, sustainably and efficiently, thereby increasing the supply and demand for flowers and plants.
Responding to trends
Today’s market is more unpredictable than ever, with growing uncertainties around inflation, global energy and commodity prices, and social demands for enhanced sustainability. The traceability of flowers and plants, the sustainability of their cultivation and the usage of plant protection products are increasingly important. There is also a heightened focus on ensuring fair working conditions, preventing exploitation, and optimising health and safety in the workplace.
Challenges such as attracting enough employees and addressing transport limitations persist. Moreover, digitisation has drastically changed the way we do business. Opportunities for economies of scale, efficiency and growth lead to new forms of collaboration between growers and buyers.
In terms of sustainability, we are taking steps to be as transparent as possible about the floriculture process in the chain. By working with our members, suppliers, buyers and the industry to become more sustainable, we play an active role in making the industry more sustainable as a whole. In addition, we are preparing and setting ourselves up for success in the future. Link to sustainability
Challenges such as attracting enough employees and addressing transport limitations persist. Moreover, digitisation has drastically changed the way we do business. Opportunities for economies of scale, efficiency and growth lead to new forms of collaboration between growers and buyers.
In terms of sustainability, we are taking steps to be as transparent as possible about the floriculture process in the chain. By working with our members, suppliers, buyers and the industry to become more sustainable, we play an active role in making the industry more sustainable as a whole. In addition, we are preparing and setting ourselves up for success in the future. Link to sustainability
Step-by-step changes
By constantly keeping tabs on the various interests, we can produce a more valuable outcome for all. We understand that certain changes to our organisation are needed to make a maximum effort towards creating a future-proof cooperative. This is happening step by step. Our core values – Reliable, Result-oriented, Collaborative and Innovative – connect our people, lead the way and provide guidance.
Keeping an eye on costs
We aim to achieve the best possible market price at the lowest possible cost. This challenge is ever-increasing in today's market conditions. Therefore, where possible, we endeavour to structurally reduce our own costs and focus on cost-effective service provision for the future. Therefore, we are focused on creating more efficient work processes, both internally and in collaboration with our growers and buyers. We are also cutting costs by reducing external hires, limiting marketing and consultancy costs, reducing energy consumption and phasing out obsolete IT systems. For our services, we will continue to invest in our strategy, gradually phasing out technology and services that are not future proof for digital trading and create unnecessary costs. We also invest in our real estate and consider how we can use it as efficiently as possible.
