6 questions for Martin de Ruiter about 100% Digital11 March 2020
You are probably already aware of the ambition to conduct direct trade business in a 100% Digital way. This change that has raised questions and perhaps some concerns with growers and buyers alike. You may be contacted about 100% Digital by parties other than Royal FloraHolland. What is the true situation and which choices are you facing? In this article, we answer a number of pressing questions to give you more clarity. We asked Martin de Ruiter, Program Manager for 100% Digital at Royal FloraHolland, a number of questions. Read his responses in this news item.
Why do direct trade orders need to be conducted through Floriday by the end of the year, and is Connect EAB being discontinued?
"The Connect EAB has served its purpose for many years in the sector, but it originates from a time of 'intermediary' sales representatives. This was about concluding a deal on the phone, often with an intermediary for Royal FloraHolland, followed by sending a Connect EAB at the end of the day. In the new digital era, buyers are looking for real-time stock. Actually, the Connect EAB is a retrospective message with which we are saying: "I am going to collect something from a buyer where it remains unclear whether it has been delivered, how much has been delivered and what exactly has been agreed". And in this digital era, we must work towards providing this information. The buyer must actually give permission for it to be debited from his account, on the basis of a concrete order. And this is a reason for us to convert the Connect EAB to actual digital ordering, so that Royal FloraHolland can continue to pay and provide the payment guarantee that you receive today".
What does 100% Digital mean for growers and buyers?
"It means a whole lot since we are turning around the entire chain. Where you are used to receiving an order and sending in a Connect EAB, you will now have to place supply online on Floriday, and the buyer will order from this supply. The buyer initiates the order, which will subsequently lead to the payment transaction from us, as per usual".
Will everything be done in Floriday, or can I continue to use my software package?
"This is a choice for the grower and buyer. At the moment, everyone uses a software package in which they make their EAB for communication with the auction, for example. Parts of this process can already easily be done through Floriday. For example, as of April, it will be possible to conduct clock delivery and direct trade entirely through Floriday, without the need to submit an EAB".
- More information about the status of the software suppliers and the connection with Floriday can be found through www.floriday.io/softwareleveranciers.
How can we ensure that growers and buyers are included in this transition?
"The challenge is the greatest at the buyer's end. We carried out an analysis, which showed that through 39 buyers, we would reach the vast majority of growers who conduct direct trade. For these 39 buyers, we have a very specific approach. Per buyer, we write a customised plan of action, in which we detail how Floriday is implemented in their company. Currently, 12 buyers are already working on developing this approach, where they will also invite growers to participate, if they regularly do business with them. During joint workshops, growers receive instructions on how to work with Floriday. We have already seen a first example of this at Waterdrinker, where we jointly invited growers for a Floriday workshop, with the aim of working in a 100% Digital manner. You can watch the video here. In addition, we are developing functions specifically for buyers, so that working in a 100% Digital way becomes easier for them as well. Examples are the purchasing tip and the purchasing dashboard in Floriday".
"We are organising weekly workshops for growers in Aalsmeer, Naaldwijk and Rijnsburg. This year alone, we have organised 80 workshops for about 800 growers. In addition, we visit growers at the nurseries and they can contact the Floriday support team by phone or through the chat function with questions. We are also working with Plantform, where a pilot group of flower and plant growers have indicated that their systems will be ready for 100% Digital by 1 July 2020".
Will it still be possible to make use of the Grower-Grower Scheme or the Trading Scheme?
"We will continue to provide you with all the services or functionalities that you currently purchase from Royal FloraHolland, such as the Grower-Grower Scheme or the Trading Scheme. We will ensure that all functionalities required for 100% Digital will be developed this year".
Is the ambition to make all direct trade fully digital by the end of the year feasible?
"It is a challenging year, and we recognise that we are asking a lot - From buyers, growers and software suppliers alike. It is very positive to see how many growers and buyers have already taken up the challenge and have registered for workshops or called us with questions at the Floriday helpdesk. Growers are entering their offer and we are actually taking direct orders already. I am fully confident that all the functionalities we need for 100% Digital are present in Floriday, and that we will do everything digitally before the end of the year".
Would you like more information about 100% Digital?
In addition, the Floriday support team is available every day to answer your questions or comments. Contact us at email@example.com or by phone on +31 (0)174-352070.