Marcel van der Lugt: “Talking directly to members simply works very well.”

Marcel van der Lugt has been chairman of the Members' Council of Royal FloraHolland since January 1, 2025. He began his chairmanship with three clear goals: equality between the three parties (executive board, Members' Council, and Supervisory Board), increasing the effectiveness of the Members' Council, and engaging in more dialogue with the members. We reflect on his first 100 days as chairman and the steps he has taken together with the Members' Council.

How do you look back on the past 100 days?

“Positively. I notice that we – the company, the Supervisory Board and the Members' Council – want to move in the same direction and are having good discussions with each other. In addition, one thing has struck me: talking directly to members simply works very well. You notice that when you speak to people personally, there is more understanding for each other. It's not immediately resolved, but you have a dialogue with each other. That creates commitment to the cooperative.”

What have you been working on a lot over the past 100 days?

I have immersed myself in the sustainability story. We have had good discussions with the executive board about certification and the small-scale cultivation scheme, among other things. Ultimately, we arrived at the decisions that are now in place, which take into account the great diversity of our members.

One of my goals is to achieve greater equality in the triangle formed by the executive board, the Supervisory Board, and the Members' Council. I notice that in discussions with the executive board, feedback from the members' perspective is greatly appreciated. If you invest time in the collaboration, you are taken seriously and your input is truly valued. I also see this reflected in the discussion of the 2030 Strategy*. The Members' Council's financial committee – the Ficom – and the executive board discussed this together beforehand. The input from the Ficom was immediately incorporated into the proposals. The entire Members' Council was then given an explanation during a two-day Members' Council meeting. That works really well. You can see that significant steps have been taken in terms of effectiveness.”

What role do you see for the Members' Council when it comes to Strategy 2030?

“As the Members' Council, we want to contribute as much as possible; we don't want to be surprised. The proposal that is now on the table has already been discussed with us and there is certainly support for it. I expect that we will have further discussions with the executive board on this in the coming six months. We will remain closely involved in the process to ensure that the members' perspective is properly safeguarded.”

As chair, you regularly call on members to contact you or one of the other members of the Members' Council. Why is this so important to you?

“As the Members' Council, you are a representative of the members. We must embrace that role. If one of the Members' Council members receives a call, I want them to talk to the member first, rather than referring them to a contact person within Royal FloraHolland. Why are they calling, what are they struggling with? As the Members' Council, we will be investing in this over the next six months. We must all be aware that we represent the voice of our supporters.”

How do you see the rest of the year unfolding?

“I am pleased that the Members' Council enjoys fairly broad support among the members. Members appreciate the fact that we, as the Members' Council, are quick to respond. Things have gone well so far, but there is still a lot of room for improvement. That is the other side of the coin. I am just getting started and want to take many more steps to achieve my goals. Royal FloraHolland can also contribute to this by communicating even more clearly (more in growers' language) and transparently. Growers just want to know where they stand. If you can't explain the strategy, you need to refine the plan or your explanation. I also see many opportunities in connecting international members. I will probably go to Kenya this fall to hear from these members what their wishes and expectations are of the cooperative. And I want to hold separate meetings with the international members at every members' council meeting. As the Members' Council, we can listen to them more closely that way. The first 100 days are behind us, and I am really looking forward to the future.

*Read more about the 2030 Strategy in Pieter's perspective: March | Royal FloraHolland