COOPERATIVE DAY

Standing strong together

The power of connection in floriculture

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.

Meet the Impact Makers

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.

“With the mandatory NAT (non-auction turnover) statement we create a level playing field”

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.

Members have their say

How are you investing in the future?

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.

NURSERY OF TOMORROW

Strong together into the future

Youth council member Ricardo van Os on business succession

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.

Chief Information Security Officer Bas Wevers

'Arm yourself against cybercriminals'

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.

Voting result from member newsletter dated 24-09-2025

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

CHAIRMAN SPEAKING

“I am impressed how much impact we can make'

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.

Our cooperative in the news

Upcoming events

#proud

Meet the Impact Makers

"It's also great fun to keep getting smarter and improving."

Daniel van den Nouweland

Director Marjoland

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.

All with one goal: a sector that is not only economically strong, but also contributes to a healthy planet and an enduring future. With Royal FloraHolland Impact Makers, we bring those initiatives together. Here you can read real-life stories, large and small, that show how innovation, craftsmanship and collaboration lead to tangible results. Real examples of business owners and colleagues showing how sustainability is taking shape in the floriculture sector.

Impact maker Marjoland set the trend. Anyone who steps into Marjoland's greenhouses in Waddinxveen does not see an average rose nursery. What started in 1978 in Bleiswijk as Joop van den Nouweland's adventure grew into Europe's largest rose nursery.

Joop transferred his experience and network from vegetable growing into the world of roses, building a business with his family that has proven its ability to adapt. Since 2000, Marjoland has been based in Waddinxveen, where son Daniel is now managing director. The mindset remains unchanged: constantly looking for ways to become smarter, more efficient and more sustainable.

Meet the Impactmakers!

BE INSPIRED BY GREEN INNOVATORS WHO ARE MAKING A DIFFERENCE TODAY AND SETTING THE STANDARD TOMORROW.