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Agreement reached on continuing current payment collection for Flower Council of Holland in 2024

12 July 2023

Payments for the collective activities carried out by the Flower Council of Holland will continue to be collected via Royal FloraHolland in 2024. This was the result of intensive dialogue in recent months between Royal FloraHolland, VGB, growers, trade partners and the Flower Council of Holland. 

After the application process for a General Binding Declaration (GBD) ended in April, a joint effort was made to find a solution for the situation that was at risk of developing as of 1 January 2024. Both Royal FloraHolland and VGB have expressed their confidence in finding a new financing structure and updated strategy for the Flower Council of Holland by this autumn. 

The discussions were a result of the online vote among growers and traders in April, where a proposal was made to finance collective consumer communications via a General Binding Declaration (GBD). The vast majority of growers (around 80%) voted in favour of a GBD. However, since not enough votes were cast by traders, the required level of support was not obtained. 

All three organisations still believe that a GBD is the best solution. Requesting a new GBD, including a new support assessment among growers and traders, requires a transitional year. This has now been secured with the commitment of Royal FloraHolland (and approval of the Council of Members). VGB and Royal FloraHolland have expressed their intention to actively help in acquiring a sufficient number of votes from their members. 

Also on behalf of Royal FloraHolland, VGB and the board of the Flower Council of Holland Board, director of the Flower Council, Yvonne Watzdorf, says that she is satisfied with the decision. “By continuing current payment collection via Royal FloraHolland in 2024, we have worked together to create room for a new GBD application that everyone can support. After all, we have all agreed from the very start that collective consumer marketing, consumer research and sector communication help to create a strong image of the horticultural sector. We will continue to engage in dialogue with the sector about strategy and the accompanying decisions. Moreover, we are also extremely pleased that there is now clarity and hope for the staff of the Flower Council of Holland.” 

More information
Keen to find out more? Contact Arthur Schiphorst at aschiphorst@bloemenbureauholland.nl or 06 53 69 54 00.