Experimenting and testing to stimulate consumer spending

In his latest VLOG, Floraholland CEO Lucas Vos concluded that the horticultural sector is not visible enough to consumers. "Let's work on this aspect together, all of us. It will require experimentation and testing. I am open to listening to any ideas."

"Should Royal FloraHolland return to its situation of a few years ago? Should it abandon its strategy? And will it start doing things that really should be done by its members?" These are a few of the questions posed by growers and buyers after watching vlog #9 from Lucas Vos.

Lucas provides answers to those questions in vlog #10. He also touches on Brexit, the market in China, and the damage at growers' companies in Limburg and Zeeland.

Royal FloraHolland 2020
'Flowering the World Together, Planting Seeds of Opportunity for our Members'. With this motto the Royal FloraHolland cooperative expresses its vision for the horticultural sector in 2020. Two main aims will have been achieved by 2020: better margins for our members and their buyers, and more consumers spending more on flowers and plants.