backing for Flower Council of Holland activities must be organized differently from January 1 , 2024 . Royal FloraHolland ( RFH ) has denote that it will stop compile payment from supplying growers and buying trader as of that date . From that import on , the Flower Council of Holland wants to direct its funding via a General Binding Declaration ( GBD ) that is finance by all companies . The sector must decide whether or not it wants to continue generic consumer promotion , enquiry , and sector - related communicating . Professionals from the sector can vote on this in the weeks ahead .
A GBD is the only way to maintain collectivity . Before being introduced , growers and traders will be asked for their opinion on the GBD . This can be done via an online suffrage between March 27 and April 7 , 2023 .
consumer , run , and knowledge"In fact , it is about retain the corporate military capability and knowledge accumulated in over 40 eld of consumer promotion , " says Yvonne Watzdorf ( Managing Director of the Flower Council of Holland ) . " We collect cognition about consumer , as well as their preferences and behavior , and translate this knowledge into creative campaigns and body process that make need for flowers and works . And we do this in the most authoritative European markets and in high spirits - likely country . The ultimate goal is to encourage consumer to buy more bloom and plants more often . This is the essence of the work we do for the sector . We share our consumer cognition and drive materials with sphere professionals so that everyone can benefit . "
positivistic image of horticultureA new developing is that the Flower Council of Holland is now pay more time and effort to # sector - related communicating for well inform the general public about the craftsmanship and innovative strength found within all of these horticultural companies . " We can help to create a positive image of the sector by communicating about initiatives , final result , and ambitions for a sustainable sector . Do we need to invest together with in consumer communication , cognition , and collaborationism ? That is the enquiry at bridge player . " It ’s now or never , " concludes Watzdorf .
Fairer competitionFrom January 1 , 2024 , Royal FloraHolland will stop collecting payment for the collective promotion of flowers and plants . The primary protest of this auction organization is that an scratchy playing theater of operations has developed because ' free passenger ' are benefiting from the added economic value of corporate activities without also pay for it . The canonical principle behind the GBD is that everyone contributes , including companies that do not supply to or buy their slashed flowers or house plants from RFH auctions .
Refund schemeThe initiation of the GBD will therefore have fiscal consequence for companies that currently deal outside the vendue , either in full or in part . To see to it that the financial transition will not be too dramatic , the decision has been made to give all growers and trading company a refund of 15 pct of the total donation to the Flower Council of Holland . This includes companies that currently trade and impart entirely via RFH .
A new funding approachIn rule , the GBD will last for four old age ( 2024 - 2027 ) . An extraneous administration function will be creditworthy for take in payment and monitoring payment compliance . The GBD has proven itself as an in force scheme for organizing collective financing . In January , thispayment glide path took effect for the Research and Innovation Knowledge in your Greenhouse ( KIJK ) program . As a effect , over the next three years , all greenhouse grower in the food and decorative horticulture sectors will be contributing to intercrop research for various foundation program .
To appraise the degree of support for a GBD , the Flower Council of Holland is ask in growers and traders to vote on the debut of a GBD from March 27 to April 7 , 2023 . Owners , directors , and major shareholders with voting rights can cast a suffrage via an online mailing from the independent enquiry house Motivaction . Once the resultant have been evaluated , the horticultural sector organization will submit the coating for a GBD to the Ministry of Agriculture , Nature and Food Quality . The ministry will first submit the app to the European Commission for approving , after which a final conclusion will be made by the Minister of Agriculture , Nature and Food Quality .
A revamped Flower Council of HollandBecause the world and sector are rapidly changing , the independent Flower Council of Holland believes that its role must also evolve . " By continuing what ’s in effect and exchange what is n’t , " explain Yvonne Watzdorf . " We will extend to develop activation campaigns and inspire consumers in the chief European marketplace via offline and on-line media . We will position even greater focus on collecting cognition about consumer , as well as their preference and behaviour . And we will fain share the resulting insight with growers and traders so that they can regard them when create decisions . We will stand berm - to - shoulder with others in the sector in decree to bettercommunicate to consumer what horticulture is all about . This will do good all sector professionals and help to realize a impregnable horticultural sector . "
" Knowledge that empowers"“Reaching , inspiring and enticing consumers is an art in itself . The Flower Council of Holland has mastered this art , " say John Zwaan , marketing manager of the Floral Trade Group , based on personal experience . " They talk the same language as consumer and get over the communicating channels . If the sector were to bar the generic furtherance of prime and plants , this would definitely precede to a step-down in need , " Edith Bentvelsen , managing director of Ter Laak Orchids , concurs . " Your activities have a much bountiful impact if you mold together . We focus on production and sale to trade channels . But connecting with consumer is another story . You require to know what is go on in the minds of consumer and how they make their decision . So this ask research , and that is something you could not do as an individual job professional . But the knowledge and insight of the Flower Council of Holland tolerate us to make our own informed decisions as a company . This really empowers us . "
" make collective progress"At the same time , Zwaan has seen that gardening - related marketing is pull in ground . " We require to do more than just supply products in parliamentary procedure to fill up ledge . Besides sales , we also need skilful selling . The tools and experience of the Flower Council of Holland can help the sector to quickly and easily make progress on this front . This does not end with generic publicity but also includes unexampled concepts , like via shopper activations . Companies that do this together with the Flower Council of Holland learn from their experience and continue their development in the theater of selling . merchandising is becoming more and more professional , also in the horticulture sector . This is authoritative because it helps the sector to improve in the foresightful term . "
" The Flower Council of Holland or every gentleman for himself"When it comes to the effigy of the horticultural sector among the general public , Zwaan and Bentvelsen see a clear purpose for the Flower Council of Holland . " The horticultural sector must be seeable and communicate a clear image . specially since we are presently under great examination , " emphasizes Bentvelsen . " There are a lot of positive aspect and wild , widely support initiatives , " adds Zwaan . " We all benefit from the consumer - related knowledge of the Flower Council of Holland , as well as the ahead role it plays in sector - related communicating . In other lyric , intellect enough to keep the Flower Council of Holland give out warm . After all , if this organization does not do this function , no one else will , and it will be every Isle of Man for himself . "
For more information : Flower Council of Hollandwww.bloemenbureauholland.nlwww.flowercouncil.co.uk
