‘Depay was brilliant, absolutely the best and didn’t leave an inch of the field untouched.’ However, not long ago, he received harsh criticism. Depay is like the current conditions in the horticultural sector. Whimsical, unpredictable, fast and complex. Usually enjoyable, but sometimes incredibly irritating. To continue with an irritation: In ornamental horticulture, Royal FloraHolland and the VGB have each other pinned to the ground, resulting in a full impasse in digitalisation.
The erratic behaviour and volatility seems to only increase. Flower prices are at an all-time high, aubergine prices at an all-time low. Daggas were 4 cents last year, this year they broke the 50 cents barrier.
The number of themes that a horticultural company needs to master is challenging. New online distribution channels, labour, virus pressure and sustainability, just to name a few. The complexity is extensive and continues to increase.
Managing a horticultural business will demand more and more. It requires generalists who can oversee the whole thing and set out the correct course, and specialists from many more fields than just cultivation. We will increasingly need data specialists, business controllers and AI experts. The idea that there is only room for horticultural multinationals is far too one-sided. It is precisely by entering into smart alliances that family businesses can remain agile, develop specialisations and manage the complexity.
Take, for example, the collaboration between Ter Laak Orchids and Orchios, which was announced last week. Together, they have set up a sales platform. The new company will take care of all marketing & sales and product development for both companies. This way, the production companies remain independent and therefore more manageable. However, the specialisms are bundled which increases the attractiveness to customers.
Adapting, being proactive, and making use of each other’s strengths; so that everyone can do what they are good at and keep enjoying life. Enjoying work, enjoying business, enjoying the great products we make and, in our spare time, enjoying Memphis’ Panenka’s.
