FloriDAY event marks next step in the digitisation of the sector04 October 2019
Digitisation impacts some companies in the chain more than others. What is certain is the fact that it is something that every entrepreneur has to deal with, and this presents opportunities. The aim of this event was to encourage the more than 600 growers present to think actively about how and when they will take their next step towards digitisation.
"We have to want to reform the sector ourselves."
The programme was introduced by presenter Wendy-Kristy Hoogerbrugge. Aad van den Enden, Commercial Operations & Support Manager at Royal FloraHolland, opened the event by sharing his vision on the digitisation of the sector. A sector that is always in motion and which never stands still. A place of continuous change, in which the Netherlands has always been a world player. Online trade is becoming increasingly important; doing business with the whole world is within reach. Why is the urgency to digitise so high at this particular moment in time? "We in the floriculture sector must want to reform ourselves and push ahead with far-reaching digitisation. Otherwise, others will overtake us. With Floriday we are attempting to create a new digital infrastructure to facilitate growers. An infrastructure that makes us stronger together. "Just like 100 years ago when we jointly founded the auction," says Aad van den Enden.
"Building a roundabout on a motorway in use"
During the ensuing round-table discussion, various experts joined in: Herman de Boon (former board member of the flower auction in Aalsmeer and Naaldwijk), Maurits Kreijveld (platform expert and futurologist), Edwin Erwich (responsible for sales at Colours of Nature) and Jefry van den Hoeven (business owner of Floriday). A number of critical statements, on which growers could give their opinion in the run-up to the event, were discussed in detail. More than 90% of those present agreed that it is the cooperative's role to set up the digital infrastructure for the future. Jefry van den Hoeven substantiates this: "We're not just developing a platform, but a total digital infrastructure. We want to act as the enabler and make the process more efficient for growers and buyers. Our goal is to increase the speed of innovation in the sector. It is important that we do this together in order to create an optimal structure with insights from all sides of the market. And we're working hard on that. The reason it sometimes feels as if it's not going fast enough, is because we are building a roundabout on a motorway while it remains in use."
A divided opinion
Should Floriday be an open platform for both members and non-members of Royal FloraHolland? Opinions were divided with regard to this question. Half of those present agreed with the statement. Platform expert Maurits Kreijveld explained: "For growth and development, you really want the platform to be accessible to everyone. Being open makes you more responsive towards the demand side. Traders are waiting for a complete opening up of supply. That does not mean, however, that you can't make a distinction between members and non-members. For example, members could benefit in their transaction costs."
"To be the best is also to suffer."
Subsequently, Marc Lammers, former national coach of the Dutch women's national field hockey team, stated in his presentation to growers that matches are played against the competition in the business world on a daily basis, too. How do you remain one step ahead of the competition? "To be the best in the world is also to suffer. This means constant innovation and change. It's not always easy and sometimes it hurts. But in the end, you win the championship. Be open to the digital world; make use of data and expertise. After all, to measure is to know." After this pep talk by Marc Lammers, the FloriDAY event ended with drinks, during which growers were able to examine all the possibilities of Floriday from up close.
"We're at the beginning of a digital transformation."
Jefry van den Hoeven looks back with great pleasure on the first FloriDAY event: "I'm glad we were able to discuss digitisation with such a large group today. It means something different to each player in the sector. We're at the beginning of a digital transformation that will offer growers an abundance of opportunity. With Floriday, we are building an important foundation for the digital infrastructure of the floriculture industry. It is precisely by working together and remaining in dialogue that we are continuously taking steps to strengthen the sector. Today was an excellent kick-off to the next step."
Floriday is the digital platform that growers can use to manage their catalogue, supply and orders. Via Floriday, growers can service several trade channels, including the Clock, FloraXchange and FloraMondo. We make the floriculture sector more accessible and simpler by offering one open platform to which growers, service providers and sales channels can connect.
Always up to date with the latest news? Sign up for our weekly digital newsletter.
Do not display againSubscribe