"I am really proud," says Steven van Schilfgaarde. "Proud of Royal FloraHolland, of myself, of my family." We are sitting in his office, it is his last week as CEO of Royal FloraHolland. He looks back on a special time. "To close this period on Cooperative Day, with my wife and children there, was very special."
It is another busy week for Steven. He wants to leave everything in good order for his successor Pieter Bootsma, so his week is full of handover interviews, meetings, and an annual moment of thanks with all managers. "Everything happens for the last time, which is special. It started with my trip to Africa in early December, where I said goodbye. They had organized a nice farewell party."
At IFTEX in Nairobi, Kenya, June 2024
New structure
"The cooperative has developed significantly in recent years, with a clear separation between association and service provision. This is also how we will further structure the organization. We want to serve customers - growers and buyers - as well as possible by efficiently combining all required knowledge. The association part of the cooperative will be organized separately. This has simplified the organization, with one less management layer. This allows us to respond faster and better to customers' wishes. At the same time, it saves costs, which we owe to our members."
Largest B2B shopping street
Steven has a great passion for digitalization, which is not surprising given his background in Telecom and IT. "Royal FloraHolland would miss the boat. I don't know exactly which boat, but we had to enable new growth. The sector was stable but not moving. With that transformation, I set to work right then in the form of Floriday and IT modernization."
He is proud of Floriday and the steps taken. "When I came in, everything was done through the clock and financial completion took place afterward. Now, with Floriday, we have the largest B2B shopping street in Europe. Thanks to the new technologies that we have developed for Distance Buying, we are on our way to become one of the most modern digital infrastructures."
Digitalization has also kept the clock steady, he says. "The number of transactions fell 1% every year until three years ago. Since 2021, it has been stable. Of course, it is true that everyone used to sit in the stands; you miss that feeling now. That is why we have introduced member sessions, Cooperative Day, and a customer platform so that we stay connected."
Steven during the opening of Centrum Weerbare Sierteelt in Naaldwijk with mayor Bouke Arends, December 2023
Merger completed
"If we offer better service, the whole floriculture sector will be stronger. I have been working with that idea for the past few years." When Steven entered the organization in 2016, each location's were still different. Royal FloraHolland is the result of multiple mergers since 1911 and since the last merger in 2008, moving to one system finally completed the merger after 16 years.
Impatience
Perhaps the biggest challenge, he shares, is that some things can take a long time. I am quite impatient, so sometimes I hoped things would go faster. At the same time, we had to deal with challenges such as Covid and an energy crisis. Besides, you have to remember that FloraHolland can be changed, but the environment has to go along with it. We all have to take steps and find the golden mean. I would have liked that some things went faster, but I am happy with where we are. You don't have the wisdom beforehand."
Steven during an interview in 2020
Certifications
Steven does worry about the industry's image. "We have to keep proving ourselves in the coming years. Society is increasingly demanding, such as in the area of certifications. I understand that this is a hefty obligation for some growers, but ultimately it helps to protect all members. One mistake can become big news. As a cooperative, we have to protect ourselves; we cannot bury our heads in the sand."
He adds, "We want to support growers in meeting certification requirements. Certification should not be a reason to quit. If it does, there is often more at play. By the way, it does not only apply to growers but there are more and more requirements for all entrepreneurs. Society demands transparency, and rightly so. The beauty of our sector is that we are working together on one language and one way of working, making it more efficient and cheaper for everyone. In the end, we are stronger together."
Nuance
At the same time, Steven thinks we should avoid unnuanced thinking. He sees growers investing a lot to use fewer plant protection products but stresses that not everything can be abolished just like that. "As humans, we also want to survive, and sometimes we need medication to do that. It is important to be careful with what you use, but not everything can just disappear. That is too simple. At the same time, we do have a mission to use as little chemistry as possible. But crop protection is not the only problem; there are many challenges that we have to weigh up carefully."
Support
Steven has found that everyone in the sector does have an opinion. "It is a sector in which there are many actors, but the number of opinions is even greater. For example, we once took a decision on certification with a 53% majority. However, in our sector, you really need 70-80% support to take the next step. In this sector, you have to accelerate, but steer very carefully and not overtake anyone. I hope I haven't done that either."
Passion for flowers and plants
"People in this sector are so passionated," Steven says. "So many family businesses, and it's incredibly what risk people take because of their love of flowers and plants. Everywhere I went - whether it was at a nursery, a line driver, or in the trade - people spoke with passion. That love for the product really belongs to the Netherlands. I have also learned to enjoy the beauty of flowers and plants, especially the shades of color. It is becoming more and more colorful and diverse."
With a broad smile, he adds, "My godmother had a beautiful English garden, and I see elements of that now at smaller organic growers. I love seeing that."
Steven during the start of Central Auction Rose, November 2023
Strengthening the hub
Steven is clear when asked if land is being sold out of financial concerns: "No. The two plots in Naaldwijk were sold with the aim of strengthening the hub in Naaldwijk. This offers new growth opportunities and room for development. We sell land to enable initiatives that strengthen FloraHolland's operations. The land is also being offered in Aalsmeer to create new opportunities. Everything is about strengthening the marketplace. Ultimately, this benefits the entire floriculture sector in the Netherlands."
And that is also what Steven finds special about 'the auction'. "It is an association, cooperative, company, and marketplace, we are busy with logistics, lobbying for the sector, and public affairs. Oh, and one of the largest real estate companies in the Netherlands. Royal FloraHolland offers the Netherlands countless opportunities. We also bring products to the most emotional moments of people's life all over the world. You can find us everywhere."
Building together
What Steven will miss most is the personal contact. "Personal contact creates interaction and gives energy. Together you build something great, and that's what I'm going to miss most."
Steven is still thinking about his future plans. "I take time to reflect and see what comes my way. If something gives me energy and I can contribute to something, I want to consider it. But I will take my time. My family is also happy that I can spent more time with them now."
His message for the industry? "Keep reaching out to ach other and overcome differences. Keep innovating, because standing still is not an option in today's world. Some changes are difficult, but try to look at things from a different perspective. There is so much admiration worldwide for Dutch floriculture, turn that into pride."
He has no regrets about his time at Royal FloraHolland. On the contrary: "I am proud of so many people who energetically and passionately try to do better every day. And we have to do it together. Royal FloraHolland cannot exist without growers and buyers."
For more information:
Royal FloraHolland
www.royalfloraholland.com