So far, FloraHolland's turnover for 2012 has shown growth of approx. 4%. This growth is primarily being driving by a positive price trend, and while there are large differences between product groups, sales markets and members, the overall picture of the developments in turnover can be called positive.
This is true of the Dutch floriculture cluster as a whole, as well as of FloraHolland. Under this stable development in turnover, large and rapid changes are taking place, such as the trend among our members to increasingly take the initiative in the sale of their products. Additionally, they are more rapidly making new demands of their cooperative.
In 2012, a change took place in the trend in the development of the clock and the move to direct sales. There were also unique events in 2012, such as the weather conditions in Kenya and the relatively narrow market for plants, that influenced these developments. However, the underlying trends are significant and they make changes to business operations necessary.
FloraHolland's ambition – to improve the market position of its members with its services – remains unchanged and the existing spearheads continue to be of major importance. We are building on an international service network and are looking to provide our members with more value and distinguishing capacities. We are also working to strengthen the central position of the Dutch floriculture cluster in the international market.
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