“It hasn’t been easy”, says CEO Steven van Schilfgaarde, looking back on the dissatisfaction expressed by members and customers of Royal FloraHolland during the past few weeks. The directors of the auction apologised and decided to adjust the implementation of the strategy. “By choosing a different approach, allowing everyone to join in at their own speed, we’re hoping to generate more support.”
There’s been unrest around Royal FloraHolland (RFH) in recent weeks. More than 400 members signed a petition, and customers collectively shared their opinion in writing. The auction recently responded with some adjustments. Compulsory certification won’t be enforced until further notice, and they introduced a phased plan for Floriday. Directors Steven van Schilfgaarde and David van Mechelen (CFO) apologised in a column. The directors also indicated they want to strengthen the position of the Members’ Council.
‘We are sorry’
Van Schilfgaarde had been receiving mixed messages for a while, he explains. From the Members’ Council, the VGB, petitioners, FloraFutura and Plantform as well as through members’ meetings and consulting sessions. The directors concluded that nobody has any doubts about the strategy, but the implementation of it could be improved.
“We were moving too fast, and we didn’t always make clear why we were or weren’t doing certain things. This left people feeling disappointed, and in some cases, really angry. That was never our intention and we’re truly sorry about that. By choosing a different approach, allowing everyone to join in at their own speed, we’re hoping to generate more support.” (..)
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