March 28, 2023
From 1 January 2024, Royal FloraHolland will cease financial collection for the Flower Council of Holland, which is used to finance, among other things, its consumer campaigns and other collective communications. Why? Collective communications require collective collection.
A Generally Binding Agreement Declaration (Algemeen Verbindend Verklaring, AVV) is a proven effective measure from the Dutch government that allows financial support to be spread across the entire floriculture sector, where all sector members contribute equally (and not just growers who are members and traders who buy through the auction). Therefore, no more free riders. Also good to know: The levy percentages will not change. The net percentages will become lower, because all market participants will receive a 15% refund on the total contribution to the Flower Council of Holland during the 4-year AVV period.
Members' Council advice
The collection (for a period of four years) and monitoring of compliance with the payments will be in the hands of an independent administrative office.