Profitable Dutch Flower Group realizes drop in turnover

This year, Dutch Flower Group (DFG) expects to turn over more than €1.6 billion between its more than 30 companies. A 7% drop from 2019. Despite the turbulent year, DFG will still make a profit in 2020. DFG’s strategy moving forward revolves around 5 themes. More intensive cooperation with growers, customer focus, development of the internal organisation, further digitalization and the establishment of sustainable supply chains.

For almost 20 years, it has been a tradition for DFG to recognise its growers in early November by handing out Dutch Flower Awards for various categories. Due to the exceptional circumstances in 2020, DFG will symbolically present just one, very special award this year. The ‘Big Thank You Award’ will be given to all of DFG’s growers, both in the Netherlands and abroad.

Big Thank You Award

Because of the COVID-19 situation, this year Marco van Zijverden (DFG CEO) made the presentation digitally. He did this together with Jan van Dam, who will succeed him as CEO in 2021. Via a video the duo presented the ‘Big Thank You Award’ to every one of DFG’s growers.

Marco van Zijverden said: “The cooperation between DFG and our growers is incredibly important and we want to really highlight that.” Jan van Dam emphasised how he intends to continue strengthening this cooperation through nurturing personal relationships with all the growers when he takes over the role of CEO.

Step down

The many consequences of the COVID-19 measures have made 2020 an eventful year for Dutch Flower Group. Van Zijverden pointed out how the sector’s reaction has been testimony to its willingness to connect among its various businesses and supply chain partners.

Among other things, he called out the “Let Hope Bloom” campaign, done in cooperation with Flower Council Holland. And the “Bouquets Against Loneliness” campaign, in which no fewer than 150,000  bouquets were given to lonely elderly people throughout the Netherlands. This project was influential in raising flowers and plants back up consumers’ gift lists. Online flower sales have also seen a huge boost this year.

Marco van Zijverden will step down as CEO on 1 January 2021. He will remain closely associated with Dutch Flower Group as chairman of the Advisory Board. Jan van Dam will succeed him as CEO.


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