Management update: November

In this update, our interim CEO, David van Mechelen, shares the perspective of the Royal FloraHolland (RFH) management team on the past month and looks ahead to the future.

Member sessions
With the end of the year approaching, it is time for the member sessions. From 17 November to 4 December, we will organise physical meetings in the Netherlands, Germany and Africa, supplemented by online sessions. This is a critical moment to discuss current topics and the steps we have taken in our strategy with our members. Of course, we will also be looking ahead to the new year. Make sure you are there!

25 years of Trade Fair Aalsmeer
In addition to the member sessions, the Trade Fair Aalsmeer is just around the corner. This year, we are celebrating a special milestone: the 25th edition of this leading event. Every year, the international floriculture sector comes together here. For our members, it is an important moment to present their range to a broad and professional audience: from buyers from home and abroad to trade media and other relevant stakeholders.

The fair offers plenty of commercial opportunities and strengthens commitment to the cooperative. We will not let this anniversary pass unnoticed: the opening will be festive, and various new elements have been added to make this edition extra special.

During the Trade Fair, we will also present the Royal FloraHolland Sustainability Award, the revamped version of the Greenovation Award. This award looks beyond environmental impact and focuses on social engagement, responsible entrepreneurship and technological innovation. This way, we offer a platform for growers who stimulate sustainable progress. View all nominees here.

Certification
RFH asks all growers to be transparent about their production processes through certification according to the three pillars of the FSI Basket of Standards: Environment, GAP and Social.

The first deadline is approaching: by 1 January 2026, all growers using the member packs Direct Flex, Direct Focus, and Auction Flex must be certified according to FSI requirements. The deadline for growers in the Auction Focus package is 1 July 2027. This does not mean you can no longer place your offer on the clock or Floriday if you are not yet certified. In addition, small-scale growers can now use the FloriCompact scheme via Agraya/Global G.A.P.

We are in talks with several members who object to the certification requirement. We will continue to listen and actively investigate their ideas.

Bankers and finance day
For the first time, we organised a Bankers & Finance Day at RFH. Banks, accountants, and financial advisors were given an insight into our financial course and strategic plans. The day focused primarily on our real estate ambitions: the Real Estate Master Plan and our commitment to sustainability.

In addition to substantive presentations, we took our guests on a tour of our hub in Aalsmeer to see how we are making our locations future-proof. It was an inspiring day during which we openly updated our partners on our status and plans and looked ahead to next year and beyond. The positive reactions confirm that this is a valuable step in strengthening our contacts.

Collaboration with Levi9
Last month, we entered into a strategic partnership with Levi9, a technology partner specialising in software development and digital innovation through nearshoring.

Levi9 helps us to accelerate technological innovation within RFH. The aim is to optimise processes, make systems future-proof and improve the digital user experience.

This enables us to respond more quickly to technological developments and market needs. For customers, this means better digital tools, more efficient processes and smart support in their daily work.

Floritic
Last week, media attention focused on Floritic, a new initiative in our sector. RFH has long been a pioneer and driver of digitisation, with Floriday as the most important international digital platform. New initiatives raise questions: What does RFH think about this, and what does it mean for our members?

As a sector, we are future-proof with Floriday. Initiatives that promote digitisation and strengthen the floriculture sector contribute to this. Together, we are building a digital ecosystem that helps the sector move forward.

As a cooperative, we believe in a single platform that provides access to the entire range of flowers and plants. That is why we have placed Floriday at the heart of our strategy: making the broadest possible range available to the largest possible group of buyers.

New initiatives underline the importance of further digitisation. We see these as a complement to our platform and invite them to join us. Like other webshops and platforms, they can link to Floriday and thus gain access to an extensive range. In this way, we offer growers an additional sales channel without them having to enter their supply in multiple places. We carefully assess each connection request in terms of value and quality.

In conclusion
The elections have dominated the past month. Together with other parties, we have actively represented the sector's interests. Now that the results are known, the formation of a new government will begin, an exciting period during which we will continue to work hard for the sector.

In addition, in just over a month, it will be the Day of the Cooperation, one of the highlights of the year. Preparations are in full swing, and it promises to be a wonderful event with inspiring speakers, interactive sessions, and valuable encounters.

There will be a panel discussion on “Strong through cooperation” led by chair Marijke Roskam, and Paul Iske will give a keynote speech. The number of registrations is high, and many interesting new workshops are planned. It's a day to look forward to!


David van Mechelen, CEO a.i., on behalf of the management team of Royal FloraHolland.