With the interest of hundreds of growers, the first FloriDAY event took place at the Royal FloraHolland site in Naaldwijk. Digitization was the central topic; one of the core themes that play a role in the floriculture sector.
Digitization has more impact for one company in the chain than another. It is certain that every entrepreneur has to deal with it and that offers opportunities. The aim of this event was therefore to stimulate the more than 500 growers present to actively think about how and when they will take their next step in digitization.
"We must want to reform the sector itself"
The program was accompanied by presenter Wendy-Kristy Hoogerbrugge. Aad van den Enden, commercial operation & support manager at Royal FloraHolland, opened the event by sharing his vision on the digitization of the sector and the steps the cooperative is taking in this regard. A sector that is always running and never stands still. Where there is continuous change and the Netherlands has always been a global player. Online trading is becoming increasingly important, doing business with the whole world is within reach. Why is the urgency to digitize so high right now?
“As a floriculture sector, we have to want to reform ourselves and continue far-reaching digitization. Otherwise, others will be ahead of us. With Floriday we are trying to set up a new digital infrastructure to facilitate growers. An infrastructure that makes us stronger together. Just like 100 years ago when we set up the auction together, "says Aad van den Enden.
"Building a roundabout on a highway that remains in use"
Several experts joined the table discussion that followed: Herman de Boon, former member of the flower auction in Aalsmeer and Naaldwijk, Maurits Kreijveld, platform expert and futurologist, Edwin Erwich, Floriday user and responsible for sales at Colors of Nature and Jefry van den Hoeven, business owner of Floriday. A number of critical statements about which growers could give their opinion in the run-up to the event were discussed in detail.
More than 90% of those present agreed that it is the cooperative's role to set up the digital infrastructure for the future. Jefry van den Hoeven substantiates this: “We are not only developing a platform, but a total digital infrastructure. We want to be the enabler and make it more efficient for growers and buyers. With this we want to increase the speed of innovation in the sector. It is important that we do this together to create an optimal structure based on insights from all sides of the market. And we are working hard on this. That this sometimes does not seem to be fast enough is because we are constructing a roundabout on a highway that is still in use. "
Whether Floriday should be an open platform for members and non-members of Royal FloraHolland yielded a divided opinion. Half of those present agreed. Platform expert Maurits Kreijveld said: “For growth and development, you actually want the platform to be accessible to everyone. If you are open, you are more responsive to the demand side. The trade is waiting for a total opening up of the offer. That does not mean that you cannot distinguish between members and non-members. For example, members could receive benefits in their transaction costs. "
"Being the best is also abandoning"
Subsequently, Marc Lammers, former national coach of Dutch hockey ladies, stated in his presentation to growers that competitions are also played daily in the business community. How can you stay one step ahead of the competition? “Being the best in the world is also a tough thing. This means constant innovation and change. That is not always easy and sometimes hurts. But in the end, this makes for a championship. Be open to the digital world, use data and expertise. Because measuring is knowing. "
After this pep talk, the FloriDAY event was concluded with a drink where growers could take a closer look at all Floriday's possibilities.
Jefry van den Hoeven looks back on the first FloriDAY event with great pleasure: “I am happy that today we were able to talk to such a large group about digitization. This has a different meaning for each player in the sector. We are at the start of a digital transformation that will offer growers many opportunities. With Floriday we are building an important foundation for the digital infrastructure of the floriculture sector. Precisely by working together and staying in contact with each other, we are constantly taking steps to strengthen the sector and today we have made a nice kick-off for the next step. ”