Together in our cooperative: Working together on a new cooperative strategy

During the Member Sessions, we discussed the new cooperative strategy 'Together in our cooperative’ again in detail. We believe it is very important that all members are well aware of where we are currently working on, together with the company, and that members also have a say in the plans.

In a nutshell again, why did we actually start this process?

• We noticed that groups of members had been dissatisfied with RFH's services for some time  
• The whole market and world around us is changing: with digitalization, globalization and consolidation also within our industry.
• On top of that, there are the challenges related to the energy transition and growing consumer demands.
• Last but not least: the rise of other platforms.

And what do we want to achieve with a cooperative strategy?  

• As members, we want to determine the direction for our cooperative, to continue being 'strong together' in the future .  

We are convinced that we strengthen each other, as a cooperative with a company. The path the company has already taken, with the creation of Floriday, ties in seamlessly with the ambitions that we have with our strategy. Royal FloraHolland must evolve from an auction to a digital business-to-business platform, in which, of course the physical locations continue to play an important role. 

Together, we have defined the building blocks for the new strategy. These form the starting point for all the plans we are going to make. Here you can see them again in a row.

1. we strengthen the network effect 
2. we introduce user packages for an optimal user experience 
3. we make membership very attractive 
4. we encourage the company to create value for its members 
   

Over the past year, we have discussed the development and importance of this co cooperative strategy many times during member sessions.

Now we have go to the point where we are further developing and fleshing out parts of the strategy with the company. In doing so, we are focusing first and foremost on user packages and membership. During the Member Sessions, we looked together at how we are concretely fleshing out these topics, and members contributed ideas and input that the company and the Members' Council can use to take the next steps.

Would you also like to have your say? Then sign up now for the online session on 6 March! We would love to hear what you think about it in will incorporate all input and tips into the further development.