Royal FloraHolland 2020 strategy: momentum and focus in the line organisation04 October 2017
In 2015 Royal FloraHolland established 6 programmes to help realise the 2020 strategy. They are being given a place alongside the existing organisation to encourage rapid innovation.
We are now in the next phase of our strategy (implementation), which calls for closer collaboration with the line organisation to keep up momentum and focus. What exactly is changing?
Your logistics is our logistics
The growers' logistics in the nursery and on the way to the marketplace is closely linked to the logistics at the marketplace itself. That is why we have combined all logistics activities of The New Auctioning and FLOW (Floricultural Logistics Optimization Worldwide) programmes. They will continue as the new strategic programme 'The New Chains' under the management of the Operations business unit. The objective of The New Chains is to arrange the chains (especially logistics) more efficiently, to innovate, standardise and implement change. This will contribute to better margins for our members and their customers. We shall also make the chains 'intelligent' by collecting and analysing data to bring you into a better position. Digitalisation plays an important role in all this.
Auctioning: digital is the standard
Without transactions, there would be no logistical process. That is why we are also looking at new ways of trading and auctioning. Digitalisation plays an important role in this: it helps us to create an open global marketplace for you with low transaction costs and thus good margins. We are therefore putting innovations in auctioning like Today for Tomorrow and Today for Today (in The New Auctioning programme) in the hands of the team of our Chief Digital Officer, Gerhard van der Bijl.
The other programmes (Cooperative 2020, World Flower Exchange and Improving Together) will continue to exist as programmes but in new places in the existing organisation. Let It Grow retains its separate status as an innovation initiative alongside the organisation.
Working on better service provision
Although the place of some programmes or parts of programmes has changed within the organisation, their activities will continue. We are bringing more focus to them and more momentum in their realisation. In the near future we shall modify the information on the website as necessary. In the meantime, we are continuing unabated with providing a better service provision for you.
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