The market in which FloraHolland operates is changing. Our members are themselves getting active in marketing and sales, far more than they used to. Some are interacting with links even further up the chain. Clock supplies are falling, and with it income.
In many cases, this changed market calls for service provision to be done differently than we always have done. This requires changes to the FloraHolland cooperative company: a renewed focus on service provision and a more efficient way of working on behalf of our members. Compass is a multi-annual plan to guide the changes that need to be made. It also charts a course whereby FloraHolland will be able to reinvent and reinvigorate itself as a service provider.
Developing FloraHolland Services
In terms of its services, FloraHolland will be concentrating more strongly on direct sales channels. The services developed will include both sales segment-focused ones (such as retailer and florist services) and virtual ones to restructure the marketplace and modernize clock sales. With the services it is developing for logistical solutions in direct streams, for logistical resources and for international financial services, FloraHolland is continuing to cater to the need to trade 24 hours a day.
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