Management update: December

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

The year 2025 is coming to an end. It has been a year marked by change, challenges, and, above all, cooperation. Halfway through the year, we received the shocking news that Pieter was taking sick leave. This required flexibility and resilience from all of us. Hendrik Jan Roel temporarily took on the role of CFO from October, but he will be moving to Jumbo in January. We therefore welcome Anton Sandler as our new interim CFO. This completes the executive board once again. There is also good news: Pieter's recovery is progressing well, and he will be returning gradually from January onwards. This means we are off to a good start in the new year.

Trade Fair Aalsmeer and Flora Spring Expo
November was marked by a special anniversary: 25 years of Trade Fair Aalsmeer. This event has evolved into an international meeting place for inspiration, innovation, and connection. For our members, it is a significant opportunity to showcase their range to a broad audience. We can look back on a very successful Trade Fair with the highest number of visitors ever. I would like to once again express my compliments to everyone who contributed to this.

In October, we also announced that RFH will henceforth organise two major trade fairs per year: in the spring and autumn, both in Aalsmeer. On 18 and 19 March, the first edition of the Flora Spring Expo will take place, an exclusive trade fair for flowers and plants. The fair will focus entirely on networking, doing business and sharing knowledge.

Decision on Eelde hub
Another important decision, as previously communicated, is that RFH will cease all commercial, logistical and support activities at the Eelde hub. This will take effect in June 2026. This is a far-reaching decision, especially for our colleagues in Eelde who have been closely associated with RFH for many years. Eelde played a crucial role as a testing ground for innovations, from order picking to digital applications such as the RFH Auction. We are very grateful to our employees, growers and buyers at this location for their contribution. In close consultation and cooperation, we will ensure that this process runs smoothly over the coming year, with all lots and our employees in particular receiving excellent support.

Important step for the sector
On 27 November, the House of Commons made a decision that will have a significant impact on our sector: VAT on floriculture will remain at 9%. A motion by the Party for the Animals to increase this rate was rejected. Thanks in part to the strong cooperation between RFH, VBW and the entire floriculture chain, all members of parliament were immediately informed about the negative consequences of a possible increase. This highlights the importance of collaboration within our sector and the need for us to work together and make our voices heard. Together we make a difference.

Member sessions
From November 17 to December 4, our Member Sessions took place again in the Netherlands, Germany, and Africa. These meetings are of great value to our cooperative, as they are critical moments when members can share their thoughts and concerns, and we can discuss current developments together. Every year, I attend several sessions myself. Direct contact with members is essential for our joint success. These sessions are ideal for this.

In addition to several sessions in the Netherlands, I was also present in Kenya and Ethiopia this year. It was special to experience how our members are committed to the cooperative, often under challenging circumstances. Their commitment, strategic thinking, and entrepreneurship are impressive, demonstrating that our strength truly lies in cooperation, regardless of where we operate globally. I was also impressed by the importance our growers there attach to sustainability and all the growth plans that many growers in Kenya and Ethiopia have. And how often there was talk of growth markets for sales, such as the Middle East. These meetings provide energy and essential input for building a future-proof sector together.

Cooperative Day
Last week it was time again for Cooperative Day. As every year, the focus was on meeting, pride and inspiration. This year's theme was “Standing strong together”. The programme was packed with fascinating speakers, interactive workshops and valuable encounters. The atmosphere throughout the day, and certainly during the closing drinks reception, demonstrated what we stand for: meeting and connecting, both on a personal and professional level.

Flower campaign for municipalities
A strong reputation for our floriculture is essential. That is why we do not just take a reactive approach, but are increasingly proactive in keeping our sector visible and relevant. We showcase the wonderful initiatives and developments in the field of innovation and sustainability, often at the intersection of both. Our sector excels in high-quality knowledge and technology and has been designated one of the Top Sectors in the United Kingdom for good reason. At the same time, we notice that the value of floriculture products for happiness, health and well-being sometimes remains underexposed. That is precisely why it is essential to promote this message actively.

In that context, November was also marked by a special collaboration within the floriculture sector. On Entrepreneurs' Day, we organised a nationwide flower campaign to strengthen the image of flowers and plants. More than 300 municipalities received a bouquet from a local florist. On that day, we also launched the website ontdekdesierteelt.nl, with which we aim to draw even more attention to the strength and versatility of our sector.

Second Trend Report on Floriculture
The second Trend Report on Floriculture was published in early December. This report is indispensable for clearly identifying opportunities and challenges in our sector. Not only for our members and the supply chain, but also for society, the media and government. Facts and data are crucial in this regard, as they form the basis for effective communication and representation of our interests to policymakers. This second report aims to delve deeper into the areas of sustainability and cybersecurity. I invite everyone to participate in the following survey. The more insights we gather, the stronger we will be in preparing the floriculture sector for the future together. This survey will also help us tell the story of our industry more effectively.

In conclusion
The year 2025 is coming to an end. It has been a successful year in which we have achieved a great deal together. We have maintained the pace of implementing our strategy, and our daily services have generally been of excellent quality. Our financial performance has also been excellent. In a few months, we will present the figures that confirm this in our annual report.

In 2026, we will continue to implement Strategy 2030. I am proud of the progress we have made this year, despite the challenges we have faced together, such as Pieter's departure. At the same time, I see increasingly better cooperation within our company, including between the various business services. We actively collaborate more often and take each other's goals and interests into account to arrive at integrated solutions.

I want to take this opportunity to compliment and sincerely thank everyone for their efforts. Now it is time to recharge and enjoy the holidays. I wish you all a happy holiday season and a happy New Year. See you in 2026!