The parties involved in Floriday, Royal FloraHolland on behalf of growers and a group of buyers, have signed a covenant with clear ground rules, principles and governance so that the platform can continue to grow. This provides clarity on responsibilities, processes and decision-making. The agreements in this covenant lay the foundation for further growth, digitalization and continuity of the platform from cooperation. Both growers, through Royal FloraHolland, and buyers, through the large trading companies and with the support of the VGB, endorse the joint importance of this covenant for the further development of Floriday, both in functionality and use.
Pieter Bootsma (CVO Royal FloraHolland, Frank Koenen (CEO FM Group), Steven van Schilfgaarde (CEO Royal FloraHolland) and Michel van Hout (CIO DFG)
Since its launch in 2017, Floriday, Royal FloraHolland's digital platform, has seen a strong development. Floriday has become the digital floriculture platform where supply and demand of flowers and plants come together worldwide. The platform enables growers and buyers to strengthen the Netherlands' successful position as a floriculture hub internationally and optimize the digitalization of the floriculture sector.
Frank Koenen, CEO FM Group: "This covenant forms a sustainable basis for the further digitalization of the sector. By laying down agreements, you also guarantee long-term cooperation. This step also makes an important contribution to sustainability by reducing chain costs, increasing sales and bringing more transparency in the chain, in terms of certification, products and packaging, on the basis of far-reaching digitalization."
Steven van Schilfgaarde, CEO Royal FloraHolland: "Royal FloraHolland and trading companies already have a long-standing collaboration on Floriday in which constructive consultation takes place on the development of the digital platform. With this covenant, principles and agreements are now also laid down, so that together we strengthen and grow the chain. This makes mutual rights and obligations clear, for example about the use of the platform on the one hand and the further development of functionality on our side. Digitalization is a precondition for strengthening, making sustainable and optimizing the entire value chain. This is a very important step in that process."
Source: Royal FloraHolland