FloraHolland: News

FloraHolland Regional Advisory Committee Kenya meeting summary

Mon, 14 May 2012 16:06:05 GMT

FloraHolland (14 May 2012) - The Regional Advisory Committee (RAC) Kenya held its first meeting in 2012 with Jos van der Venne as chairman on 27th March in Nairobi. After some of the FloraHolland developments were shared, the goals of RAC Kenya were outlined: The RAC provides input for the Advisory Council Flowers (one of the 2 Advisory Councils of FloraHolland). It functions as a sounding board for the FloraHolland Board and it is a link between member growers and the FloraHolland Cooperative.

VAT Some of the general growers issues discussed were Withholding tax (WHT) on auction costs and the backlog in VAT payments. The RAC discussed whether it should play a role in these issues. It was concluded that the RAC’s and FloraHolland’s role is limited and that the Kenya Flower Council (KFC) is the organization best positioned to tackle these issues.
For your information on VAT: The RAC was informed that KFC initiated a meeting with the Kenya Revenue Authority (KRA) in February. The delay in VAT refunds was raised with the Commissioner General at that meeting. It transpired that KRA changed rules on VAT and growers now need proof of export (C17 forms). There is currently a backlog of 35.000 (proof of export) entries for 2011, which needs to be cleared. During the meeting a taskforce was installed in which KFC members and KRA officials are members. This taskforce will look at streamlining the processes and find a solution for the backlog.

Minimum accreditation A main item on the agenda was whether FloraHolland should insist on a minimum accreditation for auction suppliers and if so, which criteria should be used. The background to this is: there are many responsible member growers and auction suppliers in Kenya who grow products in an environmentally and socially responsible way. Even then we still see reports in the foreign and local media about socially and environmentally unacceptable practices by some flower farmers. The general opinion amongst RAC members is that FloraHolland should ensure that products sold through the auction system meet a certain standard. Some large buyers already demand for these minimum certifications such as MPS-Social Qualification.
The RAC is looking at the various certifications to which Kenyan FloraHolland members subscribe and will discuss various options during the next meeting.

NAT The new policy regarding Non-Auction Trade (NAT/BVO) was discussed. From 2013 onwards, FloraHolland will not allow any NAT from its members anymore and growers need to ask permission upfront for NAT sales. The RAC concluded that for this to be acceptable to growers, foreign importers and traders should be able to have an auction account and payments should be possible through the auction system. Furthermore a transition period would be needed for NAT sales to be fased out completely. During this period it should be possible and easy to have NAT exemptions.

Communication The RAC concluded by stating that it is important to inform all Kenyan FloraHolland members on what is being discussed during the RAC-meetings. The RAC wants and needs feedback from all growers in order to fulfill it’s role properly. It is important that members can share their opinions and views on topics that are being discussed. A communication-plan will be created on how to inform the Kenyan members. All FloraHolland members should be able to subjects for discussion which are within the scope of the RAC.

Advisory Council Flowers Since the change in structure at FloraHolland, two Advisory Councils have been composed. One Council for plants and one Council for flowers. The Advisory Council Flowers meets 4 times a year and comprises of members of FPCs (Flower Product Committees) and RACs from Kenya, Israel and Ethiopia.

The first meeting of the Advisory Council Flowers took place in April. Jos van der Venne attended this meeting as a member of the RAC Kenya. During the meeting 2 items were discussed: Flora Holland’s quality policy and product specific promotion.

Product specific promotion will be discussed during the next RAC meeting. Any relevant developments will be communicated to all members through the meeting report of the RAC meeting.

On behalf of the Regional Advisory Committee Kenya; Jos van der Venne (chairman), Tiku Shah, Anand Shah, Grace Nyachae, Morris Wahome, Simon van de Burg, Warmolt Tonckens, Jack Kneppers and Bob Andersen.

Market Report – Connect International Sales

Mon, 14 May 2012 15:13:06 GMT

FloraHolland (10 May 2012) - Connect International Sales started a weekly Market Report for member growers. This report concerns general, supply and market information. Firstly, the report is meant for rose growers. In time, a report will start for summer flower growers as well. The information is gathered from intern departments and local offices and send to you by your Sales Consultant from the Connect International Sales team. Goal is to inform you with more detailed information for you to use regarding your sales activities and to discuss with your local contact person from our local offices and/or your Sales Consultant: Leo van Rijn, Jos van Holsteyn, Ferry Schoneveld or Jorrit Koeman.

If you do not yet receive this report and you would like to, please email you contact details to jeltjedaamen@floraholland.nl. In case you have any comments, remarks or suggestions to discuss in the report, kindly let me know.

New VBN product specification for Helianthus from 1 June 2012

Thu, 10 May 2012 10:54:50 GMT

FloraHolland (10 May 2012) - Starting on 1 June 2012, Helianthus gets its own VBN product specification. In this new product specification for Helianthus, the following points are covered:
• A new table for sorting by flower diameter (S23);
• The sorting code L11 (number of stems per bunch) has been added at position 5 and is mandatory from 1 August 2012
• The sorting code S67 (shape of cut flowers) has been added at position 6. You can now state the presence of leaves in 3 steps by filling in:
- ‘with leaf’; if 30% or more leaf is present on the stem.
- '10% to 30% with leaf'; if between 10% and 30% leaf is present on the stem.
- ‘without leaf’; if less than 10% leaf is present on the stem.

See here for the new Helianthus product specification.

Product group no.	Name:	SK1	SK2	SK3	SK5	SK6
101.074.01	Helianthus	S20	S23	S05	L11	S67
		required	advised	required	required	advised

S20 = Length
S23 = Flower diameter
S05 = Maturity
L11 = Number of stems per bunch
S67 = Shape of cut flowers

‘Almost Mother’ Campaign in the Netherlands

Wed, 09 May 2012 14:00:30 GMT

FloraHolland (9 May 2012) - The collective sales promotion for flowers toward this week’s Mother’s Day in Germany, Belgium, and the Netherlands, and the Motherday in France on June 3rd is focused on the ‘almost mothers’, ladies who soon will have a baby.

Flower Council of Holland has decided to carry out this remarkable action, aiming to surprise ‘almost mothers’ with flowers for this Mother’s Day.
At the Web site “mooiwatbloemendoen.nl” people can select personal words for the ‘almost mother’ they wish to surprise. Every day ten lucky participants will get a bouquet sent on their behalf for free. Radio commercials are running, encouraging the public to surprise ‘almost mothers’ they know with a bouquet of flowers. Also Internet promotions are taking place.

A unique PR activity is made through a special device, developed for this action: In several busy shopping centres in the Netherlands and in France, a special ‘almost mother’s day automat machine’ is standing. The ‘almost mothers’ are invited to stand in front of a big mirror; the pregnant women are surprised by the machine with a bunch of flowers… The machine identifies pregnant ladies. At this link you may watch the special ‘flower automat’ in action.

Source: Bolbloemen Viesie 24/04/2012

Respecting Mothers with Flowers

Wed, 09 May 2012 13:58:05 GMT

FloraHolland (9 May 2012) - The weather in Holland and in big parts of Europe is still cool and rainy. In any case it is not hot, so it doesn’t threaten the demand for flowers toward the ‘big’ Mother’s Day, celebrated on the coming weekend in many countries (Austria, Belgium, China, Czech Rep., Denmark, Finland, Germany, Greece, Italy, Japan, Netherlands, Slovak Rep., Switzerland, and USA). Dutch ‘summer bulb flowers production is delayed, while the ‘spring bulb flowers’ season (tulip, narciss) is ending. Also roses supply from Ecuador and Kenya is a bit lower, due to heavy rains in the growing regions. Weather dictates the demand and the supply; this time with good results.

The consumers’ confidence in Germany and in the UK shows some signs of improvement, and the rate exchange of the Euro against the Russian Ruble and the British Pound is in favour of the Dutch exporters.

All these factors together lead to a significant raise in price level at the FloraHolland auctions. Week 18 seems to yield the highest everage price (for all products together) of this year. Higher than last year, and quite similar to this week in 2010. At the beginning of the current week prices rose even further.

Reports from various markets throughout Europe indicated ‘reluctant behaviour’ by the retailers, trying to keep the orders to the last moment, to minimize risks. However, looking at the high demand at the auctions, it seems like the Dutch exporters do expect good sales, and probably took part of the risks on themselves.

At the same time, garden centres and growers of garden plants are dissappointed, as their season did not take-off yet, due to the cool weather so far.

At the time of writing this report the end results of this ‘Mother’s Day campaign’ are not known yet, but they look favourable for both growers and traders. Traders predict good demand also after this weekend, due to Father’s Day in Germany and Mother’s Day in Poland and Sweden (26-28/05), and French Mother’s Day (03/06/2012).

Sources: prijsinfo wk 17 + bolbloemenbericht wk 17 + Elde News wk 18 + ITC/MNS Bulletin

Advisory Council Flowers First Meeting

Wed, 09 May 2012 13:54:06 GMT

FloraHolland (9 may 2012) - FloraHolland’s Advisory Council Flowers held its first meeting on 12 April.

Chairman Bernard Oosterom opened the meeting, saying that this new structure would strengthen the way the cooperative works. The Advisory Council’s agenda will be geared towards strategic and policy matters.
° The Advisory Council is made up of 21 growers, nominated by the various FPCs. The Board has nominated four growers to broaden and balance out the Advisory Council. The FPC delegates unanimously accepted this proposal.
° FPC delegates are free to share Advisory Council agendas with FPC members.
° Subjects that are tackled within the Advisory Council will no longer be discussed at any length by the Cooperative Board. Rather, the Cooperative Board will seek advice from the Advisory Council and will take the matter in hand based on the advice it has received from the Council.

New quality policy
Line of thinking on this issue is presented. The ideas presented were not yet decided, but are discussed with members, buyers, and FloraHolland staff members.
° The reasons why new policy has been suggested are: to improve the standing of clock sales; boost growers’ influence; make it obvious where the premium quality is; and tackle the over-complexity of product specifications.
° The idea is to have two quality streams: a) Guaranteed Quality - with the guarantee offered either by the grower or by FloraHolland, and b) Basic Quality. This model will enable both grower and buyer making choices (for each individual lot). The objective is to deliver a higher degree of reliability.
° We would introduce a Q-Label within Guaranteed Quality. The standards for top quality would be drawn up by the FPCs.
° A pilot study would be conducted at the second quarter of 2012 with Alstroemeria and one plant product group.
The Advisory Council’s opinion on the thinking behind the new policy is divided. They do agree that the current model is not conductive to reliability. The Advisory Council’s advice is to involve the FPCs in this process and in how to test it out. At a later stage, the Advisory Council would give its advice on the direction of the policy. The Advisory Council believes that policy evaluation should be done on a product basis.

Product-specific promotion vs. generic promotion.
Starting 2013, FloraHolland and the Association of Wholesalers in Floriculture Products (VGB) will take over the funding of Flower Council (Bloemenbureau Holland - BBH). For 2013, the sum dedicated to general sales promotion is €14 million. €8 million of which is to be collected by growers/FloraHolland, and the remaining €6 million by traders and the VGB. The corresponding sum for 2009 was €22 million.

° Council members were asked for their opinion on whether €14 million is the right level. The participants responded that they found €14 million rather limited; but their experience with BBH in the past few years was not entirely positive. Consequently, they wish to wait for the results of the new construction, before advocating possible raising the sum.
° The Advisory Council proposes that we keep raising a certain percentage of the promotion fund collectively with additional product-specific promotion
° Currently, contributions to product-specific promotion are made on the basis of voluntary, individual participation. There are two options: either continue the established arrangements, or to decide per product group whether promotion would be useful, and obligate all members of the product group to contribute. Choosing the latter option would mean a need to change the Articles of Association and make sure there was enough support within the product groups affected. The advice is that once we change the Articles of Association, we should also create the option of collectively funding research.
° A question was raised as the percentage of majority to make a decison on a product group’s obligatory contribution. Opinions on this were divided, with a range of percentages between simple majority (50% + 1) and 90% being mentioned. This topic will be dealt with on the Advisory Council’s 24 May agenda as an item for formulating official advice.

Points of attention from the FPCs were also dicussed. They will be included in the Council’s agenda for the coming meetings, and will be reported while handled.

Evaluating the first meeting was discussed at the end of the meeting.
It was suggested that in future, matters coming up on the agenda for formulation of advice should be voted on, to indicate more clearly how much ‘weight’ a particular advice had.

Source: Advisory Council Flowers meeting minutes

FloraHolland Connect: Back to the Grower

Wed, 09 May 2012 13:50:26 GMT

FloraHolland (9 May 2012) - “Looking back to our activities we realise that we did not pay enough attention to growers’ satisfaction”, says Servaas van der Ven, manager of FloraHolland Connect, in an interview. “We were focused on the service-packages; but unhappy peole do not use services… Therefore our first priority will be the satisfaction of growers, buyers, and staff.”

Servaas van der Ven is leading Connect since January 2012. Some of his management team members are also new in their posts. “We brought in expertise from outside” he explains; “to give FloraHolland Connect a new start. We have three main objectives:
- Firstly – to strengthen the product focus with separate teams for plants and for cut flowers.
- Secondly – we have simplified our organization, by dividing it to 3 market segments, instead of 4.
- Finally – the personal responsibility of each and every staff member became clearer. We found out that responsibilties were too divided within the ‘service-packs’. “We are changing this attitude now” says Servaas. “our staff members will be more visible. It starts with their pictures on the Internet”.

“We have to realize that growers are the best salesmen for their products; our primary role is therefore not to sell, but to facilitate. I realise that this is not yet valid for every grower, and that we have to continue to provide sales service; but we also need to be prepared to situations where growers make the deal. The best assistance we can give growers is to find the apropriate customer; when we bring his/her product to the attention of customers, through ‘supply bank’, fairs, and the ‘samples bus’, and when we provide administative and logistic services that support the deal.”

During the recent months Connect management team has listened carefully to growers and FPCs.. “For us the line is clear: we are here for the growers, and therefore we are going back to the growers”, concludes Servaas van der Ven.

Source: FH Magazine #4 – 2012

Installation RAC Ethiopia

Wed, 09 May 2012 13:55:06 GMT

FloraHolland (8 May 2012) - On the 24th of April FloraHolland formed the Regional Advisory Committee (RAC) Ethiopia. This is another step in strengthening the members involvement in the cooperative. The objective of the RAC is to involve international members in the process of creating good strategy and policy in the cooperative FloraHolland. During the set up meeting of the RAC on the 24th of April, Bernard Oosterom explained the importance of this platform and invited the selected members to have good discussions and give advice about the role of FloraHolland in the region. In the next meeting of the RAC, a chairman as well as a representative for the Flower Advisory Council will be selected by the RAC-members.

The members of the RAC Ethiopia are: John Barnhoorn (Sher Ethiopia), Frank Ammerlaan (AQ Roses), Yednekachew Ayele (Minaye), Daniel Bentora (Ethiopian Magical Farm), Tesfaye G/Hiwot (Tinaw), Hayo Hamster (Marginpar), Toon van Kessel (Sun Kissed) and Tsegaye Abebe (ET-Highland). From FloraHolland Jaspher Veldkamp and Barbara Corstjens are involved.

Non auction days 2012

Fri, 27 Apr 2012 11:54:52 GMT

FloraHolland (27 April 2012) -

Please find below a list of the non auction days in 2012. This is valid for all auction locations of FloraHolland and Veiling Rhein-Maas; except for German Unity Day, which is a non auction day for only Veiling Rhein-Maas.

Edible Garden for the Domestic Market

Fri, 27 Apr 2012 11:52:06 GMT

FloraHolland (27 April 2012) - Starting at 1 May, the auctions in Bleiswijk and Eelde will operate a new auctioning group for the Dutch local market, under the name ‘Edible Garden’.
By this, FloraHolland is playing according the consumers trend to grow in their own garden or balkony some herbs, vegetables, and fruits.

In this group plants of fruit trees, vegetables, and herb plants will be auctioned together. FloraHolland likes to answer the needs of its buyers, and of the supplying growers. This activity would improve the awareness and the attractiveness of these products, that currently are spread among other groups.

Working on Clean Buckets

Fri, 27 Apr 2012 11:50:30 GMT

FloraHolland (27 April 2012) - One of the first issues that got attention at the first meeting of the Advisory Council for Flowers was the claims about the not clean enough buckets in the auctions. The problem came up already from the growers’ opinion research in 2011. FloraHolland then decided to take structural measures, which include a few parts:
° Standards for clean and dirty buckets were set by FloraHolland. The intention is to give out buckets that growers would consider them as clean. Meanwhile the ncessary investments were made. So far some 40% of the outgoing buckets meet the standards. The plan is to come to the level of at least 60% by the end of 2012.
° Later this year a new type of washing machine will be installed in Rijnsburg. It will have the capability to wash, besides buckets, also racks.
° The capacity of sorting out broken and filthy buckets was dubbled.

Residues of stickers and glue are a major source for contamination. Removal of stickers and limes is expensive. Therefore users are instructed now to use removable stickers, and to place them on the right location for easy cleaning.

Growers are annoyed by dirty buckets. FloraHolland took it seriously, and is open for suggestions on how to keep the bucket cleaner.

Florists Appreciate Dutch Flowers

Fri, 27 Apr 2012 11:20:51 GMT

FloraHolland (27 April 2012) - Florists in the Netherlands, Germany, France and the United Kingdom associated with Dutch cut flower quality, freshness, shelf life and choice. The image of Dutch cut flowers is largely positively charged, as evidenced by the florist panel of the Dutch Horticulture Board (PT) in the 4 most important markets for flowers from the Netherlands.

80% of the florists in Holland give highest preference to buy Dutch flowers as do 60% of the British florists; some 45% of the French florists say they prefer Dutch flowers. In Germany only 25% of the florists gave first priority to Dutch products.

Country of origin is not important for each florist. A majority of florists want to know where the purchased cut flowers are grown. Approximately one third of the florists find it less interesting. In addition, less than 30% of the florists say they can see that it really does cut flowers grown in the Netherlands. German florist indicated lower importance to knowing the country of origin, while bigger share of the florists in the other 3 countries would like to identify the land of origin.

According to the interrogated people, the Dutch flowers are associated and reputed for their quality, their freshness, long vase life, and their wide selection. Also at this point the German florists were the least believers. Yet, many of interviewed persons consider the Dutch flowers as expensive.

Sources: PT Web site + Vakblad vd Bloemisterij 12/04/2012

Cool Spring Brings ‘Hot’ Market

Fri, 27 Apr 2012 11:18:36 GMT

FloraHolland (27 April 2012) - The weather in Holland and in big parts of Europe is continuously cool and rainy. Together with the Orthodox Easter in Russia and its neighbouring countries, and with some encouragement of the weak Euro against the Russian Ruble and the British Pound – the auction prices kept on their high level, even after the Easter holidays.

Prices of cut flowers in weeks 15 and 16 were slightly lower than in weeks 13 and 14 of the pre-holiday, but kept on being higher than the same week last year; especially since the supplied quantities were lower than last year in most products, because last year this time was extremely hot weather in Europe.

The weather forecast for Holland still expects low tempertures and rainy days for the coming week; in Germany they expect some more springlike weather, yet with rainy days.

Holland will celebrate the Queens’ Birthday on 30 April, followed by the memorial day and the the Liberation day. Therefore the national colours of Holland – orange, red, blue, and white – are highly demanded in the Dutch domestic market nowadays. The first of May is a holiday in Germany and some other European countries. Many people will use this opportunity for a short familiy holiday.

With some local ‘flower days’ during the coming two weeks, everybody hopes to keep the momentum with high prices toward the ‘big’ Mother’s Day on 13 May, one of the peak events of the international flower market.

Sources: FH prijsinfo wk 15 + FH Bolbloemen wk 15 + FH Elde News wk 16

FPC Decorative Foliage

Fri, 27 Apr 2012 11:10:47 GMT

FloraHolland (27 april 2012) - On the 27th of March, the FPC Decorative Foliage held its first meeting in the Netherlands. During this meeting, the FPC was installed and the chairman and representative to the Advisory Council were appointed. Carlo Elia from Italy will be the chairman of the FPC Decorative Foliage and Ori Froom from Israel will represent the FPC at the Advisory Council Flowers.

Since the FPC Decorative Foliage was not installed yet during the introduction meetings that were organized for FPC-members, Peter Otto (Coordinator Members Committees) gave a presentation on members involvement, the developments on FloraHolland Product Committees (FPCs), Advisory Councils and Regional Advisory Committees (RACs) and the processes and roles within an FPC.

During this first meeting, the FPC-members chose the themes to work on in 2012: auction schedule, minimum price, promotion, exclusive and separate block, quality control, regularity – continuity, cost reduction, market information and Connect sales. The members thought it was good to experience that they were able to come up with those common goals quite easily.

The FPC Decorative Foliage will meet 3 to 4 times a year, switching between the Netherlands, Israel and Italy. When meeting in the Netherlands, this will mainly take place just before the meetings of the Advisory Council. The next meeting will be planned at the end of May in the Netherlands.

The members of the FPC Decorative Foliage are:
Carlo Elia (Italy), Ori Froom (Israel), Tal Lavi (Israel), Sjon Mulder (the Netherlands), Gilad Murkes (Israel), Marcel van Santen (the Netherlands) and Gert Vletter (the Netherlands). From FloraHolland Ard Reijtenbagh, Doorke van Balen and Barbara Corstjens are involved.

Standholder Registration for FloraHolland Trade Fair Aalsmeer now open

Fri, 27 Apr 2012 11:08:00 GMT

FLORAHOLLAND (25 April 2012) - From Wednesday 31 October through Friday 2 November, FloraHolland flower auction is hosting the FloraHolland Trade Fair Aalsmeer. For three days, this international trade fair will be the center of gravity for both supply and demand. This is where standholders present themselves to a wider audience and where domestic and foreign exporters and wholesalers, as well as their clients, will discover a complete overview of the supply of flowers, plants, product concepts, trend presentations, and new products.

Standholder Registration
Standholder Registration for the FloraHolland Trade Fair Aalsmeer is now open. Click here for the registration form

More information
Click here for more information on the FloraHolland Trade Fair Aalsmeer.