Our vision, mission and ambitions
In 2020 floriculture will flourish. Plants and flowers are THE way for consumers to express their emotions.
Flowers, with their exuberant shapes and colours, represent beauty, feelings. Plants contribute to a beautiful and healthy environment.
Together with our members and their customers we make the world a more beautiful and healthier place, full of beautiful flowers and plants.
'Flowering the World Together, Planting Seeds of Opportunity for our Members', that's our mission. In one powerful sentence we state what our cooperation represents.
- 'Flowering and Planting'
Refers to the two core products of our members and their customers.
Royal FloraHolland brings the floriculture chain together. We are the party that is the common denominator in the chain. Royal FloraHolland is an open marketplace where suppliers of floriculture products and their customers can meet to do business, and is the place where you will find the best knowledge of the floriculture industry worldwide.
- 'Planting Seeds of Opportunity'
There is a key task for us in creating opportunities for our industry. Together with our partners in the chain, we encourage the consumer to spend more money on more flowers and plants.
- Finally, 'for our Members'
We exist for the benefit of our members and their customers, not our own. Contributing to their margins is our original function. That is why we are optimizing our logistics and take control of floriculture standards. We are continually working to cut costs and improve our processes and services. Back to the core business, in other words.
- We have deliberately written our mission statement in English, because it applies not just to business in the Netherlands or Europe but 'the World'.
In our Royal FloraHolland 2020 strategy, we set out what the role of our cooperative should be in making the floriculture industry flourish. We have two major ambitions:
- Better margins for our members and their customers
- More consumers spending more on flowers and plants