Cooperative strategy

The strategy addresses challenges and opportunities such as globalisation, digitalisation, sustainability requirements, the energy transition, high freight rates and staff shortages. By making more focused choices to strengthen our cooperation and remain a cooperative, we ensure our ongoing value, achieve economies of scale for members, and increase our impact.

It led to the creation of four pillars that help us achieve the objectives of 'Together in the cooperative':

1. Strengthening the network effect.
2. Introduction of user packs.
3. Making membership attractive.
4. Value creation by the company.

We bring together as many growers and buyers as possible through the Royal FloraHolland platform. This enhances the network effect. Moreover, we have introduced member packs designed to meet the needs and wishes of our members, making our membership more appealing and thereby attracting new members. This collective strength enables our cooperative to grow,increasing our impact on the market and in political arenas. By offering membership benefits from the business side of our organisation, Royal FloraHolland enhances value for members.

The Members' Council collaborates with the company to shape the cooperative strategy, regularly engaging with members and using their input and feedback to take concrete steps in developing that strategy. Key milestones achieved include the introduction of member packs, agreements on data usage, and the commitment to offer all flower and plant supplies through Floriday, strengthening the networking effect.