Strategic partnership with Royal Lemkes: "Smart collaboration for a successful plant sector"

In November last year, Royal FloraHolland and Royal Lemkes signed a strategic partnership. This partnership is another step in a collaboration the foundations of which go back years. Huib Kranendonk, CEO of Royal Lemkes: "We believe in a fully integrated supply chain in which different stakeholders are even better connected, with respect and appreciation for everyone's role and expertise in the chain."

Green hub
Royal Lemkes started 140 years ago as a farm in Alphen aan den Rijn. Over time, the family sold not only its own plants, but also those of other growers, allowing the trading arm to grow and grow. Meanwhile, Royal Lemkes has become a green hub that brings together demand and range of plants for major European retailers. Huib: "We always consider things from our customer's point of view: how do we create a category strategy for the retailer that perfectly suits their formula and target group? And what is needed for the retailer's plant selection to perform optimally? To answer these questions, we cannot do without the members of Royal FloraHolland."

Structurally joining forces
Royal Lemkes and Royal FloraHolland have been working together for a long time. Driven by market dynamics - think changing consumer behaviour, stricter retail requirements and European legislation - that approach is now changing. The further development of Floriday as a digital platform also enables even better access to the floriculture chain. The two parties have therefore formalised the next stage of their cooperation. Huib: "Collaboration starts with trust, openness and a willingness to consider the common interest. Our cooperation has continued to develop in recent years, leading to its formalisation as a strategic partnership last year."

Focus on digitalisation, retail services and sustainability
In the coming years, Royal Lemkes and Royal FloraHolland will intensify cooperation in three areas: digitisation, retail services and sustainability, including smart data use. In terms of digitalisation, this involves better alignment of information on product and logistics specifications, sustainability and compliance information and product availability through Floriday, so that digital information exchange runs smoothly and matches the delivery terms of major retailers. Huib: "When this information is unlocked with our ERP system via Floriday, we avoid mistakes and can work together more efficiently. This 'first time right' principle contributes to lower chain costs, less waste and attractive consumer price points on store shelves. This will keep plants affordable for every European consumer and allow volumes to grow."

Sustainability in the chain
When it comes to sustainability, large-scale retailers are leading the way. Huib: "Our customers are under a magnifying glass, while for independent garden centres or florists, this happens much less. This leads to high retention requirements. To meet this, it is important to work intensively together and make targeted long-term investments."

Through a joint sustainability working group, specialists from Royal Lemkes, Royal FloraHolland and other sector partners  discuss standardisation and share knowledge on CO₂ reduction, peat-free and chemical-free growing. For example, tools are being developed that monitor growers for FSI certification - a single uniform method for the entire floriculture sector. Huib: "Peat-free and chemical-free cultivation and CO₂ reduction are challenging for growers. In collaboration with Royal FloraHolland, we are therefore raising awareness and organising sessions to share retail knowledge to make steps towards further sustainability."

Smart data use
Royal Lemkes and Royal FloraHolland link their data streams to provide insight into the chain of consumer behaviour, retail and grower production. Huib: "By integrating data throughout the chain, we can provide more targeted advice to our retail partners. We ensure maximum rotation and minimum wastage, thereby optimising on-shelf returns. This starts with trust, and that trust is there."

Together for a strong supply chain
In summary, the strategic partnership leads to greater returns for all parties in the chain: demand and assortment are more digitally aligned according to the standards of large-scale organised European retailers. Huib: "This strategic partnership allows to demonstrate how collaboration makes you stronger. With this, we are taking the next step in a more sustainable, profitable and future-proof plant chain."