“Ever increasing diversity among members is a challenge”23 April 2021
In a series of portraits, we would like to introduce members of Royal FloraHolland. Entrepreneurs, thinkers and innovators who will enter into discussion with each other and the management of Royal FloraHolland, concerning issues we are facing as a cooperative.
Exceptional people with their own ideas and a shared dream: a
flourishing future for our cooperative.
Walter Straathof was one of the founding members of the Members' Council. As of 31 December 2020, he stepped down.
- Age: 49
- Previously: Gebr. Straathof bloembollen, now employed by Royal FloraHolland
- Bulb region
- Married, five children
"My stepping down from the Members' Council is related to the discontinuation of my company. I did not have anyone to follow-up and worked eighty hours a week. Physically, it became too much. The corona crisis quickened my decision. Otherwise, I think I probably would have stopped within the next five years.
Floriday has to become the biggest marketplace in the world. That is the reason this has all been set in motion. It is great to experience this all from the perspective of the Members' Council. The auction belongs to the growers. We do it together. Even Floriday - we have to do it together. Many members are still watching from a distance. I would like to call on them to start working with Floriday anyway. Right now you can still think along, and provide us with feedback. Let them know if anything isn't working. This is another project that we are working on together with everyone.
A challenge for Royal FloraHolland and the Members' Council is the ever increasing diversity among its members. How do we keep connecting everyone? And how do we ensure that the right services are offered? It all comes together in the membership model. And this will continue to be developed over the next few years.
I have been at the auction since I was a little boy. I grew up here. This organization and this industry are close to my heart. I'm happy I can stay involved with Royal FloraHolland. And that I can bring my experience as a grower to the other side of the table this way."