Royal FloraHolland - 100% Digital deadline postponed; Implementation requires a phased plan and a new timeline

February 8, 2021

In February 2021, the end date of 100% Digital was suspended after feedback from the market on the Floriday platform and its implementation. In recent weeks, on the advice of the Members' Council, dozens of sessions with agents, growers, buyers and software suppliers have been held to find out how we can improve Floriday. And we discussed which functionalities are needed to work with the platform. We are actively working with this feedback. In the near future, we will be looking together at what is a feasible end date. An end date for 100% Digital has therefore not yet been set and the Connect-EAB will continue to exist for the time being.

We understand and are responding to the criticism and concerns of the market. The rollout of 100% Digital is more complex than we estimated in November 2020. In order to fully support trade between growers and buyers through Floriday, a push back of the deadline is inevitable. The signals from the Members' Council weigh heavily in our deliberations.

In the coming weeks, we will discuss the follow-up approach for the roll-out of 100% Digital with various parties in the market. These include the Members' Council, FPC chairmen, the various software suppliers, Blueroots, Plantform (including the flower group), SLB (part of the VGB), VBW and Flora Futura. The aim of these discussions is to determine which functionalities are still needed for users to work with Floriday and what we can improve. On the basis of these discussions, we will draw up a clear phased plan and a timeline in which users and software suppliers are given sufficient time to implement Floriday carefully. Based on these discussions, we will inform growers, buyers, agents and software suppliers by the end of March at the latest what this means in concrete terms. For the time being, there will be no changes to the leniency scheme and you can continue to trade as you are now.

"First and foremost, we would like to express our appreciation for everyone's efforts over the past few months. We also take the signals from the market and from our Members' Council seriously. We are aware of the impact of the changes on business operations in the garden and among buyers. The changes require care, familiarisation and more time. The success of our customers' businesses is our focus. Particularly with the approaching peak period, it is important that they can continue to trade.
Floriday is built on the basis of intensive cooperation with groups of growers and buyers. You only notice what has changed or what is missing once you start using it. Digitisation is more than just replicating current practices. It is a complex process that requires significant attention from all parties. It requires a different way of working and thinking. Helping one another is key. We therefore want to slow things down a bit", says David van Mechelen, CFO Royal FloraHolland.

100% Digital

With 100% Digital, we are taking the next step in the digital transformation of the floriculture industry. We connect growers and buyers for long-term success and support them in growing their business sustainably.

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