Pieter's perspective: April

For me, April was all about interaction and cooperation. Connecting with our members, growers, buyers, employees and sector parties is essential for us as a cooperative and for the future of our RFH platform.

Member sessions

Various member sessions were organised in April. These took place in the Netherlands and Germany, with other countries to follow in May. We believe it is important to talk to members about where we stand and where we are heading, and to take their input into account. I myself was present in Heerhugowaard and De Lier. It was great to see that attendance was high and that the sentiment among members was predominantly positive. A total of 352 members (including Germany) attended the sessions, which were rated 7.82 on average.

We look back with satisfaction on the positive results of 2024. In this regard, Floriway remains an important focus for 2025. During the sessions, we also discussed Strategy 2030. The four strategic priorities – day trade, growth segments, strengthening cooperation and improving efficiency in the hubs – were explained and discussed in combination with strengthening our foundation (organisation, digital & logistics platform and sustainability). The investments we need to make in our logistics hubs were a key focus. In general, we found that there is understanding and support among members for the course we are taking.

First Sector Platform meeting

On 8 April, I took part in the first Sector Platform meeting, which is important for the further development of Floriday. This is a new consultation structure between growers, buyers and Royal FloraHolland. Important topics discussed included the progress of Floriday, including the adoption rate and the roll-out of Floriday Daytrade. The sharing of sustainability data was also an important item. By working together on sector-wide standards and being transparent about them, we can respond to society's need for more information and give substance to the sector's ambitions in the field of sustainability.

Fit for Future

Fit For Future was officially completed last month. The programme was concluded during the Focus Group Small Day on 7 April, where all departments presented their core values, changes and goals through pitches. The entire process was thoroughly evaluated by means of a survey and interviews. The results were also shared with the employees' council. This gave us valuable insights into how we have worked and what this has yielded. This has resulted in clear learning points, which we will take with us to future processes.

This marks an important step towards becoming a future-proof, efficient and effective organisation. With the right people in the right places and by working smart. This also allows us to keep our costs under control, which is essential for a cooperative such as ours. In 2025 and 2026, we will continue to focus on improving processes and cooperation.

Resilience

On behalf of Royal FloraHolland, I attended the Bilderberg Conference organised by VNO-NCW, The Confederation of Netherlands Industry and Employers, in April, where the theme was ‘resilience’. Prime Minister Schoof spoke about geopolitical tensions and the need for the country to be less dependent on vulnerable supply chains. Issues such as energy security, economic security and public-private partnerships were high on the agenda.

During various sessions, participants discussed how the business community can contribute to structural resilience, for example through innovation, risk diversification and investment in talent. This is something I will definitely take back to RFH. The conference offered valuable insights into the joint responsibility of government and business to be prepared for a changing world. On a much smaller scale, attention was also paid to social resilience and the pressure to be perfect, which is affecting our young people today.

Young Flora

Young Flora is active within our own organisation, a network of young professionals who are committed to connection and development. Last week, I was a guest at their college tour. During an open and inspiring conversation, I was asked questions about my career, private life and vision for the future. We also discussed the opportunities for the younger generation within Royal FloraHolland, including internships and traineeships.

Within the MT, we also explicitly focused on the development of internal talent. In 2024 and early 2025 alone, 14 promotions took place. The targeted monitoring and support of talented colleagues is an important condition for us to remain a vital and future-proof organisation. We will continue to actively pursue this.

Finally, I would like to draw your attention to Roparun week. During the week of 25 May, we will be auctioning products under the ‘Roparun’ label and the name of the grower. These products are being donated by various growers and all proceeds will go to the Roparun foundation. This is a great opportunity to reflect on this special initiative together.