Floraholland's Organization To Become More Customer-Oriented

FloraHolland is set to organize its activities for growers and buyers in a more customer-oriented way. Several important factors underlie the proposed changes. First of all, there is the demand by growers and buyers for unambiguous and simplified service provision. Secondly, members want to be more closely involved in their cooperative. Finally, globalization is becoming increasingly important.

FloraHolland is opting for a functional organization where responsibilities are shared out unambiguously, abandoning its location-based structure in the process. Because of these organizational changes, a number of issues is going to be addressed in a different way:

• All auction clocks at the export locations will be controlled centrally, with the aim of sustainably developing these as a sales instrument.
• The logistics and facilities services at the export locations will also come under central control, in order to create an unambiguous operational service provision.
• A new Retail Services department will be set up to create more value for buyers and growers in the retail segment.
• A single entity will assume responsibility for the domestic market.
• Member involvement will be the responsibility of the new Cooperative, Product & Market department, in line with the plan to attach more importance to the product line.

The new organizational structure will lead to better cooperation with the chain partners and to increased efficiency within the company. The intended changes to the organizational structure have been submitted to the Central Works Council for its advice. The goal is to implement the organizational changes as of 1 January 2012.

Source: FloraHolland