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‘This is how you give over four thousand people their voice back’


How can we, together with 4,200 members, shape the future of our cooperative?


Royal FloraHolland, which is basically a corporation of flower and plant growers, is already more than a hundred years old. Much has changed over the years. The number of growers has expanded enormously and, as a result, also the diversity of the cooperative. The ‘one size fits all’ model that worked perfectly in the old days has slowly become a ‘one size fits nobody’ model. That is why growers need to feel connected again, not only with each other but also with the cooperative as an entity.


Together with thirteen growers, which we appointed as our ‘direction team’, we organized sessions in the Netherlands and abroad, chaired by one of the grower directors. These sessions addressed all kinds of important themes for the growers. One of the questions was, for example: ‘What connects us and why am I a member of Royal FloraHolland?’. Going through the process of answering that question formed a connection, which offered a sound base to jointly move on from there.

Apart from that, other important themes were discussed as well, such as the membership and fees, which resulted in a new membership and fees structure. The direction team compiled all the acquired information and offered it as feedback to the organization.


The main result of the sessions is a firm step towards a sense of connection and ensuring the members to be given a voice throughout this process. The meetings give every grower the opportunity to give their opinion on decisions that must be taken, and their input funnels back to the organization. Furthermore, more complex issues were resolved as growers from different branches entered into conversations with each other and with the organization. That is how we gave over four thousand growers their voice (back).