Measures to improve reliability
Customers still have too many complaints about the reliability of the quality and grading information at the clock. Which measures is Royal FloraHolland introducing to improve this situation?
Logistics acceptance test
Along with the Quality Information, reliable process information is essential for a smooth auction process. Royal FloraHolland checks that the number of containers and trolleys is correct upon receipt of the products. Mistakes in this information are corrected, so the correct quantities are sold and the auction process can run smoothly.
Intervention by auctioneer
Sometimes lots are delivered of such poor quality that they cannot be marketed. Auctioneers encounter them during the auction. They have been given the authority to refuse to auction those lots in such situations.
Supervision of growers with high complaint percentages
For a time, growers who regularly supply unreliable information and thus receive many complaints will be approached personally by Royal FloraHolland. The auction will advise and support these suppliers in getting their information provision in order. Royal FloraHolland will focus first on the group of growers with the most complaints.
Product not auctioned if complaints recur
From the start of December 2014, Royal FloraHolland will
introduce a third new measure: Quality Intervention. Based on
excessively high complaints in preceding days, targetted
inspections will be conducted of the supply daily before the
auction process starts. If it becomes apparent that the information
is incorrect or lots are not worth auctioning, it will be decided
at that moment not to auction the product. The cost for this
procedure will be charged to the grower. The fee is
€ 30,- per parcel. The intervention
team cannot possibly check all lots with recurrent complaints given
the quantity supplied each day; they will have to focus on certain
It seems that 10% of the growers is responsible for 40% of the customers' complaints after the auction. We shall focus very specifically on this group of growers. The goal is 50% fewer complaints submitted by the customers of these growers, because the quality and grading information will match the purchased product. We intend to realise this goal within a few months.