Royal FloraHolland and 17 trading companies, with the support of VGB, concluded a covenant on Floriday. The covenant provides clarity on responsibilities, processes and decision-making regarding the digital platform. “We’ve reached a point where auction and traders are moving in together at Floriday, and that calls for a cohabitation contract.”
The 17 buyers who signed the covenant with Royal FloraHolland (RFH) on Floriday are the initiators of Blueroots. While these trading companies are using Floriday, not all of them are doing so as extensively as RFH would like. “One of the reasons was that trading companies needed more clarity on responsibilities and roles. This is now enshrined in the covenant, which instills confidence on both sides regarding optimal use of Floriday,” says RFH CEO Steven van Schilfgaarde.
“There has already been a long-standing collaboration on Floriday between Royal FloraHolland and trading companies, including constructive consultations on the development of the digital platform. It is no secret that the relationship between RFH and the trade partner has not always been optimal and has regularly created tensions. This is simply the next step, in which principles and agreements have also been laid down. Together, we strengthen the chain and [create] growth. Sometimes buyers see RFH as a potential competitor. But we are no competitor to the traders; we facilitate an efficient chain. Both buyers and growers can use our services,” Steven van Schilfgaarde explains.
