The Flower Council of Holland continues collective communications with Minister’s approval

The Flower Council of Holland will continue its collective communications efforts within the horticultural sector following approval from Minister Wiersma of the Ministry of Agriculture, Fisheries, Food Security and Nature. Starting Jan. 1, 2025, the introduction of a General Binding Declaration will enable non-members of Royal FloraHolland who grow or trade in cut flowers and houseplants to join the collective initiative.

The GBD, submitted by the horticultural sector organization, will be implemented by The Flower Council of Holland, ensuring that all relevant stakeholders contribute to sector-wide communications.

"We are very pleased with the minister's decision, which reflects broad support from growers and traders," she said. "This approval allows us to move forward after a period of uncertainty. The Flower Council will continue focusing on sector communications, highlighting themes that shape public perception of the horticultural industry,” Yvonne Watzdorf, managing director of The Flower Council of Holland. “Our efforts will center on improving the image of flowers and plants while stimulating demand. With sector reputation under pressure, the urgency of our work is clear. This approval marks the start of three years of intensive sector engagement."

"The power of the Dutch horticultural sector, both domestically and globally, is unmatched. As a central player in the supply chain, Royal FloraHolland is a strong supporter of The Flower Council's role in promoting sustainability, transparency and the future of the industry,” said Steven van Schilfgaarde, CEO of Royal FloraHolland, emphasized the importance of the initiative. “This collective communication effort benefits the entire sector, not just our growers and buyers."

"On behalf of our members, we are pleased that collective interests have been prioritized. This gives the sector a unified message for consumers as we look to the future," said Cees van der Meij, chairman of the Dutch Trade Association for Wholesalers in Floriculture, also welcomed the decision.

The introduction of the GBD resolves a period of uncertainty regarding the funding of collective consumer communications, which were previously at risk after Royal FloraHolland ceased its funding collection efforts. Growers and traders overwhelmingly supported the GBD proposal, with 78 percent of growers and 74 percent of traders voting in favor in surveys conducted in 2023 and 2024.

Looking ahead, The Flower Council of Holland will provide further details in the coming months on how the GBD will be implemented and what growers and traders can expect starting in January 2025.