All Royal FloraHolland members are given the chance to contribute ideas and have their say about the rank of tomorrow . The Membership Leading Team therefore organised consultation sessions at the final stage of August to measure the job definition regarding membership .

The Membership Leading Team ( LT ) - comprise of 12 agriculturalist and supplier - is tasked with developing a new membership simulation in cooperation with members and Royal FloraHolland . During the consultation sessions , they assessed the job definition regarding rank and portray idea about the segmentation of grower as the basis for a new model . The interview sessions were in the beginning scheduled to take position in March , but were postponed due to the coronavirus crisis . The academic session that demand place at the end of August were largely digital . The Leading Team was very proud of with the attending and can look back on a successful first consultation of the phallus .

Why a unexampled membership model?The current ' one size fits all ' membership is no longer adequate . you may see a go on increase in the differences between raiser , and that the floriculture market is changing . Large and modest agriculturalist , more and more direct deal and international trade - just a few of the reason why the existing model with two contract forms no longer fits .

The scheme of Royal FloraHolland also asks for a different view on membership . They are evolve themselves from a strong-arm vendue that trust on the clock to a digital B2B platform where trading is done 100 % digitally . For this reason , newfangled services are being developed for order , payment and deliveries , such as digital auctioning , which are all made potential via this political platform . incorporate these service and the corresponding rates in the membership model is therefore a logical next whole step .

identification and discussionDuring the consultation sessions , the Leading Team members appraise the problem definition among the participant . There was a lively discussion . " Membership is likely a difficult and complex thing . There is so much to be debate , " mention LT fellow member Job van Egmond . " Members recognise the need to take a skinny look at the rank and the rate . At the same time , they are call on us to stay on taking a vital looking at what the cooperative is doing and whether it is doing that well . Does the accommodative tote up value ? Where can costs be saved ? but tinkering with membership is not enough . " It was clear that the member imagine the cooperative is of import . " We all have a accommodative heart and desire to get a solution together to assure the co-op stay strong , " according to one of the player .

The participant agreed that the difference between raiser are becoming great and greater . The Leading Team assessed this by presenting 5 types of growers , which were recognised . During discussions in pocket-sized groups , it became clear that there should be more flexibility in the rank . player : " You desire to have as many members as you could to share the costs . That ’s why our rank should be attractive to as many type of suppliers as possible . " By draw near the membership from different groups of growers , the added economic value of the rank can be increased , or that ’s the idea in any case . LT member Goos Hofland " It was very decent to be able to spar with that many members with compliments to rank and to see if agriculturist tally with the partition line . " Job van Egmond added : " This shows that we , as the LT , are on the proper racecourse . "

What now?Developing the different problem - solving approaches has to be done cautiously and is link up with the new services that Royal FloraHolland is developing . The Leading Team is taking its clock time to do this well , which includes the involvement and assessment among the members . This is why the deadline for a new model has not yet been countersink . Royal FloraHolland will perchance find a resolution for a few exhort issues so the auction sale can implement these in 2021 . As before long as there is more clarity about the course of instruction of the process regarding rank and rates , they will apportion this information .

informant : Royal FloraHolland