”If we want to stay a dominant force in international floriculture, we’ll have to bind the international trade channels to us. Even if those channels are in competition with our own growers. We have to think big, lest we get marginalised’, says Lucas Vos, CEO Royal FloraHolland.’
As an example, Vos points to the growing number of roses coming from Ecuador. Are they allowed to enter the Dutch marketplace? “I understand perfectly well Kenyan growers are not keen on that, because it does not benefit them. The question is: would those roses end up going through the Dutch channels anyway? Yes, because all of our clients use global sourcing and they are well organised.”
Holding position
Vos feels it is of the utmost importance that Royal FloraHolland holds its position as the leading marketplace, the hub of supply and demand in floriculture. “Anyone can be a supplier. And all international clients can buy their goods here. The only thing we stay well clear of, is offering services after the moment of purchase. Our exporting clients already take care of that.”
Growth across the borders
Is there a cooperative out there that is similar to Royal FloraHolland? Vos has Friesland Campina in mind, a dairy company with members from the Netherlands, Germany and Belgium. And this cooperative also buys milk from Chinese and Pakistani dairy farmers, among others.
“It’s interesting to see how this Dutch company goes about its business. All supply goes via Friesland Campina, but it’s not restricted to members only. Royal FloraHolland is a vibrant Dutch cooperative, and we’re solid as a rock. In order to grow, we need to look across our borders, if I’m honest. And I’m talking about increasing the turnover here, not about gaining more members. Growth should not be inextricably linked to membership, in time to come. Floriculture in the rest of the world is growing faster than in the Netherlands, and we should act accordingly.”
We need to change
Is our marketplace indispensable? The world around us changes so rapidly that we have no choice but to go with the flow, Vos stresses. More and more international marketplaces come into existence – take E-Bay and Alibaba, for instance – and Royal FloraHolland can take advantage of that development. “By going even more digital. The market will dictate the course our physical marketplace will take. At the same time, we must remain true to ourselves. We must play the leading role on the stage of international floriculture.”
Source: RoyalFloraHolland
