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Flowering the World Together, Planting Seeds of Opportunity for our Members
FloraHolland 2020
There will be
9,000,000,000
people in 2050.
70% will live in cities.
Together, we’ll make the world more beautiful and healthier It is perhaps hard to imagine now what the world will be like in 2020. One thing we’re sure of, though, is that flowers and plants will remain important to people. Flowers express what cannot be said in words, in all times and across all cultures. Plants ensure you can be in touch with nature wherever you are. Indispensable in an environment that for more and more people will be urban in nature. To continue to supply the world with high-quality, sustainable flowers and plants to people all over the world, we have put together our FloraHolland 2020 strategy. It describes how our cooperative will make the floriculture industry bloom — right now, and in 2020. Flowering the World Together, Planting Seeds of Opportunity for our Members In our new mission, we speak about the core of FloraHolland, our reach, and the way in which we will realize our dream. In one powerful sentence we state what our cooperative is all about. Flowering en Planting refers to the two core products of our members and their customers. Together: FloraHolland brings the floriculture chain together. We are the party that is the common denominator in the chain. FloraHolland is an open marketplace where suppliers of floriculture products and their customers can meet to do business, and is the place where you will find the best knowledge of the floriculture industry worldwide. Planting Seeds of Opportunity: there is a key task for us in creating opportunities for our industry. Together with our partners in the chain, we encourage the consumer to spend more money on more flowers and plants. Finally, for our Members: wewe exist for the benefit of our members and their customers, not our own. Contributing to their margins is our original function. That is why we are optimizing our logistics and take control of floriculture standards. We are continually working to cut costs and improve our processes and services. Back to the core business, in other words. We have deliberately written our mission statement in English, because it applies not just to business in the Netherlands or Europe but the World. The challenges and opportunities are great. We are convinced that FloraHolland 2020 as a strategy will give the right direction to our staff, our members and their customers. Together with the whole industry, we are facing up to the challenges and seizing the opportunities now, so that come 2020, we can make the world even healthier and more beautiful with all those gorgeous flowers and plants than we already do today.
Lucas Vos
Rens Buchwaldt
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Flowering the World Together
Our cooperative The world around us is undergoing some profound changes, but some things remain as they have always been. In 1911, growers decided to combine forces to achieve the best possible market positioning for their products. Since that beginning, our cooperative has developed into a global marketplace. The cooperative provides opportunities — and protection — in good and bad times. Together we are strong: FloraHolland is and remains a cooperative of, by and for its members. We are only successful when our members and their customers are doing well.
Planting Seeds of Opportunity for our Members
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Flowering the World Together
In 2020 In 2020, floriculture will be blossoming. Plants and flowers, even more than they currently are, will be the way for consumers to express their emotions. Flowers, with their exuberant forms and vibrant colours, are expressions of beauty and feeling. Plants contribute to an attractive and healthy living environment. In 2020 as now, FloraHolland makes this possible. We ensure that those lovely flowers and healthy plants find their way to the consumer. These are floriculture products of high quality and, it goes without saying, are responsibly produced. We link our members with their customers. We provide a world-covering, dynamic marketplace, both physical and online, where trade, knowledge and innovation in floriculture come together. FloraHolland is the centre for innovation, knowledge of consumer behaviour, and knowledge of the floriculture supply chain. Professional parties in floriculture acknowledge us as the number one marketplace and knowledge partner — in 2020 as they already do now.
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Flowering the World Together
Our ambitions In our FloraHolland 2020 strategy, we set out what the role of our cooperative should be in making the floriculture industry flourish. We have two major ambitions:
Better margins for our members and their customers By 2020, we will have achieved: • €1 billion turnover on our online platform • Our European market share will have grown by 20% • Our members and their customers will give us at least an 8 in satisfaction scores • Our costs will have been cut by a third • The costs of our supply flows will have been lowered by 15% • Pricing will be optimum and stable
More consumers spending more on flowers & plants By 2020, we will have achieved: • The European consumer will spend 20% more on flowers and plants • FloraHolland will facilitate 20 innovations each year • Our status as the best knowledge centre for the floriculture industry in the world • ‘Flowered by FloraHolland’ will be the number 1 business brand in the global floriculture industry
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A top player in floriculture In a world going over to digital trade, with weakening demand and the competition coming up fast, we have to spring into action to maintain the Netherlands’ position as the flower country par excellence and the top player in floriculture. The key concepts are costumer focus and ‘being a marketplace’.
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Flowering the World Together
Customer focus The current supply chain is internally focused. If we want to see our industry blossom anew, then we will have to collaborate better and put the customer at the centre. FloraHolland acts as the link between suppliers and their customers, and enables efficient trade between those two parties. For that reason, we actively involve customers in our planning. In doing so, we do not lose sight of the end consumer: ultimately, it is his or her wishes and budget that determine the viability of our industry. So FloraHolland will endeavour to understand and influence consumers better. This also means that there are activities we can no longer keep doing: post-sales operations are something we will leave as much as possible to the market itself.
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An open marketplace We started out originally as a marketplace and we need to return to that essence and continue to improve upon it. The dynamics of marketplaces are complex. We will concentrate on having the best possible supply (in terms of quality and breadth of assortment) and on having optimum, stable pricing. This way, we will stimulate a growth in purchasing power, since boosting demand is essential for the health of our marketplace.
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Flowering the World Together
Another aspect of the changing world is that the distinction between ‘grower’ and ‘customer’ is becoming less clear. Parties’ roles in the chain are shifting. The open marketplace allows all suppliers of floriculture products access to the market. Both on the supply side and the customer side, we will maintain payment conditions that allow us to offer payment security. This service is, and will remain, a major strength of FloraHolland and constitutes a stabilizing factor for the industry.
An efficient marketplace Come 2020, our efficient marketplace will have two forms: online and physical. Both of these marketplaces are there to bring supply and demand together efficiently and effectively. Our two marketplaces are and will be characterized by the world’s widest assortment and by optimum, stable pricing. The virtual platform will not only be a marketplace but will also be the place where floriculture stakeholders can find each other and exchange ideas. We also believe in a strong physical marketplace. Here, we will have to act in regards to the falling volume of clock sales. Loss of volume will unavoidably mean having to cut costs. Many ideas have been expressed to make auctioning more efficient. The implications for employability and the extent of our physical locations will become clear once we know what this new style of auctioning will look like. We will develop these ideas further together with our members, their customers and our staff.
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What binds us? We measure success not only in terms of objectives and outcomes but also in how we treat each other. To be successful as a business, we have our core values. The most important thing is that we regain our position as the connecting power in the floriculture industry; that we ensure that as many flowers and plants as possible find their way to end consumers across the world, as efficiently as possible. FloraHolland’s own entrepreneurship is secondary to that. This is reflected in our core values, the most important of which is ‘together’. By working together, we generate team spirit, engagement, connectivity and the ability to achieve results. To keep our growers and their customers satisfied, we strive to have each employee help implement improvements every day, however modestly.
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Flowering the World Together
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Flowering the World Together
Our core values Service provision FloraHolland best serves its members’ interests by being customer-focused. For this reason, we spend our efforts daily on what really adds value for our members and their customers.
Clarity FloraHolland is clear about who we are, what we do and what we do not undertake. We are simplifying our processes and handing more responsibility to our staff to be as efficient and effective as possible.
Sustainability FloraHolland stands for responsiblyproduced floriculture and for continuity. We are turning into an international company with strong Dutch characteristics: cooperative, transparent, sober and reliable.
Together FloraHolland brings together all parties in the chain and in our organization, in order to achieve our two major ambitions — better margins for our members and their customers, and having more consumers who buy more flowers and plants. Learning together and improving together is what will make floriculture flourish to the full.
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All together We are on a journey towards 2020 together. Our ambitions and core values represent how we will shape our mission, ‘Flowering the World Together, Planting Seeds of Opportunity for our Members’. Our members and their customers can count on us to improve our work each and every day. To achieve that, we need each other. With our colleagues, with our members, with their customers and other parties in the floriculture industry, we will make the world more beautiful and healthier — right now, and in 2020.
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Flowering the World Together
Planting Seeds of Opportunity for our Members
Flowering the World Together, Planting Seeds of Opportunity for our Members www.oraholland.com