From November 1st 2019, Flower Council of Holland will welcome Alice Veen as a new board member. With over 20 years of experience at Royal Lemkes, she is a leader in export potted plants and brings in a valuable addition dose scale retail experience.
Connect and collaborate
Alice currently works as a commercial manager at Royal Lemkes. They facilitate a successful plant category for garden centers, hardware stores, supermarkets, and home furnishing stores spread across 34 countries in Europe. Alice sees her role as director at Flower Council Holland (BBH) primarily in terms of connecting and collaborating:
“I support the importance of collective sector marketing. BBH is well on its way to the revised set-up, whereby cooperation with trading partners for the elaboration of campaigns has become the starting point. We are finally working in line with each other with sufficient potential to further commercialize future campaigns."
An optimal shelf return is achieved through a successful chain: partnerships with retailers, the focus on growers and through collaboration with cluster partners. Working from data is the starting point. Based on this expertise, Alice, in her role as a board member, will also give direction to the course of the Flower Council. Connecting to the grower on the one hand and to the large-scale retail on the other.
Along with its own identity
“I believe in connecting the cluster partners, trade, growers and Bloemenbureau Holland. The foundation is together, each with its own identity, but working together to strengthen each other. It is wonderful to see that this movement of reinforcing each other is going on, because it contains a lot of potential. I like to contribute to that ”.