The floriculture sector faces major challenges as well as opportunities: from climate change and digitalisation to a changing consumer who wants higher quality and increasingly demanding products.

Making floriculture more sustainable is in full swing. Growers, buyers and Royal FloraHolland itself work daily on practical solutions that make a difference: from smarter use of energy and circular packaging to better working conditions, care for water quality and responsible crop protection.

Those who sell floriculture products that are not settled through Royal FloraHolland will still pay a percentage to the cooperative. We call this NAT: non-auction turnover. But what exactly is it? Why does NAT exist? And how do growers deal with it? Tineke van Berkel (manager of quality, regulation and registration at JM van Berkel), Albert Kiep (co-owner at Kiepflower) and Walter Straathof (adviser on Cooperative Affairs at Royal FloraHolland) tell more.

The future is not later, it's now. This is especially true for business owners. If you want to be well prepared for the future, action is needed now. How do you go about this? After all, no one has a crystal ball. André Lankhaar (Lankhaar Nursery), John van der Slot (Floral Colors) and Bart van Kester (Qualily) discuss this in Members Talk.

During Cooperative Day on 11 December 2025, the Youth Council is organising an interactive session. The topic: business succession. An important issue. Companies tend to be more complex than ever before.

Let me get right to the point: my data has been stolen online. Yes, it even happened to me, someone who works on digital security every day.

Declining volumes but rising prices, structurally higher average prices and growing sales channels: auctioneer Erik Wassenaar outlines the most important trends and developments for 2025.

“The future of the floriculture sector depends on AI (artificial intelligence).”

I have been chairman of the Members' Council for over nine months now and I am impressed how much impact we can make as a Members' Council in the so-called triangle with the Management Board and Supervisory Board. This was one of the goals I set myself when I started.