There is already an agreement on the future of the Flower Council of Holland

The Association of Wholesalers of Flower Nursery Products of the Netherlands (VGB) and Royal Flora Holland (RFH) have finally reached an agreement to guarantee the future of the Flower Council of Holland (FCH) , the main body promoting floriculture Dutch.

Last May, the refusal of the marketers (VGB) to support the General Binding Declaration , which forced all companies in the country to pay the fee, including those that do not operate through Royal FloraHolland, put in check the continuity of the FCH , with VGB President Cees van der Meij announcing that the General Binding Declaration would turn "the dream of generic promotion into a nightmare for Dutch ornamental horticulture".

However, the parties continued in talks with FCH to find a way forward, and an agreement has now been reached on financing on a level playing field for both trade and producers , the details of which will have to be established in the coming weeks. months. For now, continuity is guaranteed until January 1, 2025, which is when the current financing system will expire.

This agreement also implies a change in the approach of FCH , which will bet on broader sectoral communications, not only aimed at consumers and market research in the Netherlands, but also on relevant issues in other important European markets for Dutch floriculture.