During FloraHolland's General Members' Meeting of 11 December in Naaldwijk, General Manager Lucas Vos presented the final draft of the FloraHolland 2020 strategy. The members further approved a number of proposals, including the proposed contribution, commission and levies for 2015. Two members of the Supervisory Board were reelected and one member retired.
Clear course with two key ambitions
With its finalized strategy, FloraHolland now has laid down a clear course forward. The strategy describes what role the cooperative is to play to help the floriculture industry blossom. "Two ambitions are key," said Lucas Vos. ''The first one is: 'Better margins for our members and their customers,' which takes us back to our core business, the original objective of our cooperative. We are an open marketplace where suppliers of ornamental plants or flowers and their customers can meet and do business efficiently and effectively." The second ambition relates to the consumer: more consumers spending more on flowers & plants. "By building up information about consumers, we can offer our members and their customers a better understanding of the market and of consumer behavior. With that information, they can meet the consumers' needs and increase their margins in a healthy way." You can read more about the FloraHolland 2020 strategy in the brochure
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