Looking back on Cooperative Day: Standing strong together

More than three hundred people, smiling broadly and sometimes cheering loudly, standing in front of an auction room. And in their hands? All the same, striking club scarves. Royal FloraHolland is proudly emblazoned on them. This jubilant kick-off marks the start of Cooperative day 2025. The theme ‘Standing strong together’ is clearly palpable on December 11, 2025: in the atmosphere, the group spirit, and in many hearts and minds. We build the cooperative together.

Working with each other to create a powerful and vital sector: that is what together means. Ensuring a strong market position. Expanding the sales of growers in our cooperative. ‘Collaborating on the good image of our sector’. ‘Keeping mutual relationships strong’. ‘Innovating together’. We really need each other in the floriculture sector. If one thing is clear, it is that, during this Cooperative Day.

The power of togetherness

The power of togetherness is further emphasized when CEO Pieter Bootsma addresses the audience via a pre-recorded video message. He expresses his gratitude for the many messages of support that he and his family have received over the past few months during his recovery. It strengthens him, he says, both literally and figuratively. Thanks in part to this support, Pieter will start his reintegration step by step in January 2026.

Someone else who represents the power of togetherness today is David van Mechelen. When Pieter Bootsma suddenly dropped out three months ago, he took over the helm without hesitation. "It was tough, but also an honor. It's at moments like these, when it really matters, that you notice the power of togetherness.

Everyone who could do something within the company stepped up. A lot has happened recently. David mentions the Real Estate Master Plan, the departure of clock EAB, the arrival of Floriday Daytrade, and the increasingly smart order picking system.

There are plenty of challenges in the world, he continues: the growth markets in Central America and Central Asia, the labor market, the energy sector, water quality, rising costs, legislation, and regulations. Standing strong together touches the heart of who we are as a cooperative. Side by side, we collaborate on all the challenges that come our way. We stand strong, keep up the momentum, and make an impact. Something you can't achieve if you have to figure it all out on your own at the kitchen table.

Moving forward with a shared mission

During the panel discussion, Rob Donker, Marcel van der Lugt, and Floor Tesselaar talked about cooperation: floriculture entrepreneurs do nothing else. Rob Donker, director of the National Cooperative Council (NCR), praises the many councils and committees at Royal FloraHolland. He sees that members are active and eager to get involved in the cooperative's joint course. And there is almost constant dialogue with the membership. Rob: “Royal FloraHolland does that very well.” And that's how it should be: cooperation is synonymous with collaborate for a reason. Sometimes it's a matter of giving, sometimes of taking. As a member, for example, you may agree to a decision that is not the best solution for your company, but is the best solution for the cooperative as a whole. Rob: “We are often a little too modest. You should be proud of what you achieve together as a cooperative. And share that pride with each other.”

For Marcel van der Lugt, the first year of his chairmanship of the Members' Council has come to an end. Strengthening the connection between the Members' Council and its supporters was one of his priorities when he took office. Has he succeeded? “We have certainly taken important steps. But it remains a point of attention,” says Marcel. The membership is very diverse: that is both a strength and a challenge. Marcel: “The question is always: how do we keep everyone happy and not exclude anyone? We must not dwell on our differences, but emphasize our similarities and use them as a strength for the future.”

A new, powerful year

And for that future, the new generation is indispensable. One member of the younger generation is Floor Tesselaar, who runs Top Orchid together with her brother and father. She is also a member of the Youth Council and chair of the FPC Potorchidee. “Entrepreneurship is not always easy. Take certification, for example. I understand very well that this is a considerable challenge for many farms,” she says. “That was also the case for us, as a small farm. But we tackled it and now it's done. By talking about it, I hope that other growers will feel supported: hey, it is possible.” Floor learned from her father that entrepreneurship consists of ups and downs. And that you shouldn't immediately panic at the first setback. “My father is a classic horticulturist; he prefers to spend all day with his feet in the greenhouse. That's why my brother and I take the lead in innovation. I love to see that my father ultimately embraces those innovations, such as Floriday. But in his own way. For me, it's a wonderful example of how different generations can strengthen each other.”

More than three hundred turned-up Royal FloraHolland club scarves provide warmth. Warmth that you feel when you stand together for something and go for it. And that is exactly the feeling that this Cooperative day marks. Here's to a new, powerful year for our sector with our cooperative. Together!