" The collaboration with Blueroots volunteer the chance to strengthen both our national and international competitive position . The general growth of flower gardening charter place principally in Asia and to a lowly extent in North America . "
Thus is quoted CEO of Royal FloraHolland Steven van Schilfgaarde , speaking about the collaborationism with Blueroots in the cooperation ’s own customer cartridge holder GROW . The initiative for Blueroots originally came from the Dutch Flower Group and FleuraMetz with the finish of positioning in the market a competition for Floriday . It is now a joint speculation since February 2019 . How did this derive about ? " At the General Members ' Meeting in December 2017 , I had already ask in Marco van Zijverden ( chief executive officer of Dutch Flower Group ) to link up Blueroots to Floriday . The time was not yet ripe for it , but that bit by bit changed . At that metre I was already convinced that trading companies as well as Royal FloraHolland could gain from a collaboration which would strengthen their position within the digital ecosystem . Since then we ’ve further defined our strategy . "
Mutual interestsSteven : " The choice to focus on our core activities has render the Blueroots shareholders the authority that our common interest are in lineage with each other . This created a good cornerstone for discussion . Subsequently , a great deal of ground had to be address before go far at the decision to develop Blueroots further as a joint venture . "
Worldwide growth of floricultureSteven accentuate that this collaboration offers the chance to strengthen both our national and international free-enterprise post . " We must not lose survey of the fact that the ecumenical growth of floriculture takes property primarily in Asia and to a modest extent in North America . " Until 2030 the foreshadow growth there is 80 % and in Europe only 20 % . We will have to respond to this together with as the Netherlands . "
Neutral character"Traditionally our marketplace has a inert persona . This befits a co-op . Together we decided to also offer non - members accession to our market place . The same apply to the digital ecosystem . In respect of linking Blueroots to Floriday , it should not ensue in an sole collaboration with participating trading troupe and this is crucial . Other trading companies could bring together as well based on the Blueroots infrastructure provided they are a member of the VGB and participate in Floridata . "
Optimal pricingRoyal FloraHolland ’s CEO indicated that linking as many grower and customer as possible to our marketplace is the ultimate goal . " It ensures optimum pricing and the increase of gross revenue opportunities . All this is totally in line with our office as indifferent marketplace . I ’m convinced that the collaborationism with Blueroots pay an important impulsion to the development of Floriday , our digital platform . Under the leadership of Gerhard van der Bijl , who is also Chief Digital Officer in summation to COO , we will integrate the digital chopine activities in our commercial-grade operation . This will allow us to make optimum use of the chance digitisation has to extend . "
source : Royal FloraHolland
