The collective Dutch trade fair submissions which have been organized by the Flower Council of Holland for certain key international events up till now, will be jointly undertaken with FloraHolland in 2012. As of 2013, the flower auction will in fact take full responsibility for the multiparty submissions.
The two organizations concluded the new agreement over the last week. The deal which sees FloraHolland gradually assume full responsibility for the organization of the collective trade fair appearances is a product of policy changes taking place at the Flower Council. In its new guise, the Dutch marketing organization will solely be focusing its efforts on the consumer.
That change of strategy, required because of a decision by the current market-oriented Dutch government to reduce the funding of public-private partnerships, leaves no room for collective submissions to trade events. By letting FloraHolland take up the reigns, the two organizations hope to create a clearer task division between the sector’s public and private parties.
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