Royal FloraHoland

Connect to grow

Connect to Grow_GROEN.eps

Dutch auctions

Over the past century, Royal FloraHolland has grown to become the largest floriculture marketplace in the world within one of the Netherlands’ most important export sectors. Royal FloraHolland operates a unique full-service offering – from deal-making to logistics and financial settlement – on the principle that this cooperative of growers and buyers works together to build sustainable success in the global floriculture market.
That’s quite a challenge. So today, with trade via the famous Dutch auctions in decline, Royal FloraHolland is developing a digital platform in which ordering, payment and delivery come together in one solution for the supply of flowers and plants worldwide. It’s a huge transformation that demands a great deal from employees and managers because they, too, must digitise.

The new strategic positioning of Royal FloraHolland is called “Growing opportunities together” and the brand’s payoff is “Connect to grow”. The choice is intended to appeal not only to the company’s members and customers, but also internally, to its employees and managers. With its promise of “Growing opportunities together”, Royal FloraHolland connects players in the floriculture sector.
The company’s strategy lays out how it will deliver on this promise. As a cooperative, Royal FloraHolland creates opportunities for sustainable growth and success in the global market. And growth begins with embracing change, which in this case involves a new way of working. Royal FloraHolland wants its employees and managers’ behaviours to focus on cooperation even more, along with being result-oriented, innovative and reliable.

The question we were asked

As part of this, Royal FloraHolland asked PROOF to inform and inspire its employees and managers about what the company wanted to do, plus support staff in mastering the new and desired behaviour. Our proposal had to be “corona-proof” and suitable for employees and managers to start as quickly as possible, as enthusiastically as possible. The result was the “Connect to grow” programme, launched this autumn.

Focused on the opportunities to create more value for growers and buyers, the programme began with an online event in which management explained their strategic choices and the overall direction. It also included a film that showed the journey Royal FloraHolland has made over the past century and the challenges the organisation faces today.


Next, employees and managers got to work on implementing the transformation in their teams. This assignment-based project, called “Road to connection”, involved getting teams to talk about the future of Royal FloraHolland. Topics included whether they understood what needed to be done and why, whether they could translate the strategy to their own work, and how to give meaning to “Connect to grow”. A few people also began to learn to vlog and blog, so that they can report on the internal change process and motivate their colleagues.

Through the assignments, the blogs and the vlogs, everyone at Royal FloraHolland is already getting to know and appreciate each other more, and the commitment to “Connect to grow” has become high in a just a short time.

Brand movie

Want to know more?

Contact us. We will be happy to tell you more.

Bea Aarnoutse
strategy director & partner

+31 6 21 844 402