The floriculture sector is facing increasing scrutiny and is often unfairly depicted in the press and on social media. In response to this, the sector is calling for a strong counterargument to address these issues.
The Minister of LVVN has recently declared the Collective Communication Floriculture Products 2025-2027 programme generally binding (AVV). Royal FloraHolland has supported this initiative as it ensures that growers and buyers trading outside Royal FloraHolland will also contribute to the collective communication efforts. This move aims to eliminate “free riders,” which is a crucial precondition for the new collection system.
Starting from January 1, 2025, the collection process will no longer be managed by Royal FloraHolland but will be taken over by Flower Council Holland (BBH). To ensure a smooth transition and to avoid unnecessary administrative burdens for both members and BBH, it has been decided that Royal FloraHolland will share its members’ data and product revenues with BBH. This will enable BBH to invoice and collect payments based on this information. In July 2025, Royal FloraHolland will provide BBH with the turnover data for 2024 to serve as the basis for invoicing in 2025.
This arrangement is designed to prevent additional administrative work for members. Without this arrangement, members would have to provide the data directly to BBH. By not deselecting the checkbox in the MyRFH environment, each RFH member grants a continuing power of attorney for the duration of the AVV (three years). The agreement statement will be available in the MyRFH environment starting from June 1.
For members who deselect the checkbox before July 1, the same procedure as for non-members will apply, resulting in increased paperwork. Registration is also possible on the BBH website.
