“We have to execute our plans well”

'We have to execute our plans well'

11 August 2020 Royal Floraholland Avner Sheer

Members of Royal FloraHolland can put themselves forward for a spot on the Members' Council until September 15, 2020. We asked Members’ Council member Avner Sheer of Yonir Sheer and Arava Optimum what motivates him to work hard for the members, and what you can expect as a member of the Members’ Council.

Avner Sheer
Age: 69
In the Members' Council since: November 2019
Company: Yonir Sheer 99716 and Arava Optimum 290621
Products: Helianthus and many summer flowers and greens as agent 290621

Why are you committed to the cooperative?

I believe in the power of the cooperative. Together we are strong. I also believe in Royal FloraHolland's plans for the future. The strategic developments offer us opportunities, but we have to implement them well.

What do you like most in the Members' Council?

Working on our future. We work together to improve and broaden our marketing capabilities. Building new marketing platforms for all growers is something we do together. All of us understand that this also includes that sometimes compromises have to be made.

What would you like to raise or change in the cooperative?

I think the Members and the Members' Council should be listened to more. I would like to see even more involvement of the Members' Council in the planning and also in the decision-making process. I am sure we can avoid making a lot of mistakes if we involve the Members' Council and other members more.

Why do you think members should apply for the Members' Council?

Members who care about the cooperative and can make a contribution should apply. They will find it interesting and also challenging. But as I said before, there should be more acceptance on management's side. Only by working together, we can make the best possible use of the wisdom of all participants.