Pieter Bootsma, CEO of Royal FloraHolland, shared his perspective on the past month in his monthly column. He highlighted the significant increase in volume in May, attributing it to Mother’s Day celebrations in the Netherlands and France, as well as favorable weather conditions. “Thanks to Mother’s Day in the Netherlands and France, combined with favorable weather, we saw a significant increase in volume in May,” Bootsma said. The logistics team played a crucial role in maintaining smooth operations during this busy period. Many office colleagues, including Bootsma himself, stepped in to assist the logistics team, demonstrating a strong sense of commitment. “This commitment is not only useful, but also educational and brings us closer together,” he added. Thanking everyone for their efforts, Bootsma emphasized the importance of teamwork.
During the peak period, Royal FloraHolland implemented measures such as early delivery days and flexible time slots to ensure reliable and predictable services. The April results, published in May, showed strong product revenues and exceeded the budget due to tight cost control. “This is a nice confirmation that focus and cooperation really do pay off,” Bootsma said.
Criticism and Transparency in the Media
The peak period also brought increased scrutiny of the floriculture sector, particularly regarding crop protection. In May, there was a significant amount of negative reporting, often based on incorrect conclusions and facts. “Meanwhile, consumers, who continue to buy our beautiful flowers and plants, are hardly mentioned,” Bootsma noted. He pointed out that the studies cited were unreliable in terms of methodology and validation.
Royal FloraHolland took a proactive stance by issuing a factual press release on Mother’s Day, highlighting the significant decline in the use of chemical agents over the past decade. The company emphasized that the use of the most harmful substances had decreased by 78%, contributing to a more accurate portrayal of the sector. Bootsma called on growers to provide joint data and maintain impeccable business conduct to protect the sector’s reputation. He stressed the importance of cooperation with other parties, including experts and scientists, to present a balanced view. Royal FloraHolland is also engaging with research institutions like Wageningen University & Research to highlight the benefits of flowers and plants for well-being. Additionally, the company is working on setting up its own residue monitoring system to ensure quality and transparency.
Collaborating on the Future of the Sector
Bootsma dedicated much of May to strengthening joint ventures within the sector. He held discussions with key figures such as Adri Bom-Lemstra and Ruud Paauwe from Glastuinbouw Nederland, Mark Jan Terwindt from Royal Anthos, and Hester Maij, general chair of the KAVB. These conversations focused on the transition of the flower bulb sector and other collaborative efforts. “These were valuable discussions; it remains crucial to continue to work together across the sector,” Bootsma said.
The future positioning of Plants & Flowers Foundation Holland (formerly Bloemenbureau Holland) was also a priority, given the importance of proactive sector communication. Bootsma attended several meetings, including the foundation’s annual event in Aalsmeer. He also had an introductory meeting with Meindert Stolk, Deputy for the Province of South Holland, who expressed strong support for the sector. A working visit by David van Weel, Minister of Justice and Security, further emphasized the need for cooperation on content and image both within and outside the sector.
Focus on Strategy and Cooperation
Over the past few months, Royal FloraHolland has been working on the further elaboration of its strategy, focusing on four interrelated themes: the implementation of Strategy 2030, the investment plan for its real estate portfolio, the financing of these investments, and strengthening the cooperative in collaboration with its members. While the first three topics have been the primary focus until April, the coming period will see a shift to the fourth theme: the further development of the cooperative model. This includes exploring forms of commitment, member packages, rate structures, and the future of the volume discount. As a cooperative, members have rights and obligations, and discussions with the Supervisory Board and the members’ council sounding board group are ongoing. The aim is to outline the initial contours of the development direction at the members’ council meeting on June 19. Bootsma expressed his eagerness for further dialogue and collaboration.
