"All conceivable stakeholders were invited, both nationally and internationally. We spoke to hundreds of members and customers, as well as banks and government agencies. The presentation was held 120 times for our staff. The unions were also included in our strategy-developing process. We received an overwhelming response. People could describe on green cards what they liked about the strategy. On red cards they could tell us what required improvement or more depth. Around 2200 cards were returned. We also had many good talks about finetuning the content of the strategy. For our two main ambitions, 'Better margins for our members and their customers' and 'More consumers spending more on Flowers and Plants', everyone showed 100% support."
What is good, what could be better?
It was striking that often the same topics appeared repeatedly on the green and the red cards. The red cards contained questions about how FloraHolland would approach matters, how much it would cost, and who would be paying the bill. Questions about the operational side of the strategy and ambitions.We all agree: more promotion and return to the core
Lucas continued, "The most positive feedback we received concerned our proposal to take promotion more seriously. That fit our ambition of 'More consumers spending more on Flowers and Plants'. It costs more money, but the members would not bear the entire burden. Customers indicated that they would be willing to contribute. We still have to think seriously about how to deal with freeriders, non-members who would also profit from it. Promotion alone is not enough in the modern world. We must learn to understand the consumer and the market much better. Only then can we effectively influence consumers. We shall need to be very innovative.Both members and customers were pleased that we did not want to take over the role of the trade. Back to the core, doing what we are good at, making choices. Being an open marketplace where customers can also buy from other customers. Given the experience from the 'non-members can't auction unless' process, people asked how open we want to be exactly. Growers and customers understand our preference for an open marketplace but they are unsure about the consequences. What does it mean for their company?
Quality and types of membership
"We also received feedback about topics that were not included in the strategy or only touched upon," said Lucas. "We tested them all against the two ambitions. Take product quality, for example. That is an emotional topic. It is important that we ensure together that the product information is complete and correct. Photos are an important part of that. And yes, we shall set minimum limits to quality to promote a stable price-setting and thus the purchasing power. The biggest discussion concerned the membership, and we are adjusting our plans as a result. Members do indeed want to talk about other types of membership, but want to deal carefully with the 100% settlement obligation. It forms the heart of the cooperative and that has to keep beating of course."Towards a virtual platform
Lucas stressed the importance of a virtual platform. "The topic was not considered in enough depth in October. In the November meetings we stated that we have to go with the trend of conducting business virtually. That is how buying and selling are done in today's world. That has an impact on the logistical flows and the clock function".Making the right choices together
All those involved appreciated the strategy process, the possibility to discuss together about the right choices to stimulate the growth of the horticultural sector. Lucas Vos wants to continue with this process. "There is support for our strategy and ambitions, which is great. Even when we start making choices and the situation gets tense, our new core value remains: Together. Together with members, with customers and with staff.Yes, we are in a hurry. The world is changing fast around us. Now we can properly orient the cooperative to benefit the sector for the future and we will proceed carefully. In the upcoming general members' meeting, we shall be defining the final version of FloraHolland 2020."
No more gift certificates!
Anyone who heard Lucas Vos speak in the past few months knows how upset he is that gift certificates are the most popular present in the Netherlands. "So empty of fantasy. Flowers and plants are infinitely better presents. Suitable for every moment, every emotion. In every culture, anywhere in the world. That is why FloraHolland 2020 sets concrete goals. Let me spell out two: In 2020 consumers will spend 20% more on flowers and plants. And flowers return to being the number 1 gift. Thus, we shall work on better margins for members and customers."Would you like to know more?
At the general members' meeting on December 11 the management will launch the presention of the definitive strategy for FloraHolland 2020.Would you like to watch the complete presentation by Lucas Vos at one of the regional meetings? You can easily look back the broadcast through this link:
Click here
If you have not registered before, you will first see a registration screen. Here, you fill in your name, administration number and email address. Then you can start the broadcast.
Do you have questions or the need to react in response to the content of the strategy? Please contact your account manager.
More information
www.floraholland.com/floraholland2020