Granting power of attorney ensures collection of BBH contribution without extra work

Sector communication about floriculture is more important than ever before. The sector is under scrutiny and is regularly portrayed unfairly in the press and on social media. This calls for a strong counterargument.

As is well known, the Minister of LVVN has declared the Collective Communication Floriculture Products 2025-2027 programme generally binding (AVV). Royal FloraHolland has advocated this because it means that growers and buyers who trade outside Royal FloraHolland will also contribute to the collective communication. This will eliminate “free riders”, a precondition for the new collection system.

From 1 January 2025, collection will therefore no longer be carried out by Royal FloraHolland, but by Flower Council Holland (BBH). To ensure that this runs smoothly without unnecessary extra work for both our members and BBH, it has been decided to make both our members' data and their product revenues available to BBH. BBH will then be able to invoice and collect payments on this basis. In July 2025, Royal FloraHolland will provide BBH with the turnover data for 2024 as a basis for invoicing for 2025.

This will prevent additional administrative work for our members. Otherwise, this data would have to be provided directly to BBH by the member. By not deselecting the checkbox in the MyRFH environment, each RFH member grants a continuing power of attorney for the term of the AVV (three years). You will find the agreement statement in the MyRFH environment from June 1.

For members who deselect the checkbox before 1 July, the same procedure applies as for non-members, resulting in more paperwork. Registration is also possible on the BBH website.