By: editors. Two former employees and pin wearers of Royal FloraHolland Henk de Groot and Herman de Boon recently published a book entitled ‘Transvolution’. The book describes the past, present and future of the cooperative flower auction system.
The first part covers a period of 60 years, from the early twentieth century until the merger of Bloemenlust and CAV around 1970. The beginning was characterized, among other things, by breaking the then existing market organization of direct purchasing and selling of flowers. and plants towards the establishment of cooperative associations of producers.
The second period of 40 years starts with the start of the United Flower Auctions Aalsmeer (VBA) and the construction of the new auction complex in 1972 up to and including the mega merger between VBA and FloraHolland in 2012. The third period is the period of the conversion that is still is in full swing and must shape the future security of the cooperative marketing system.
The authors have used memorial books, hundreds of annual reports, reports and other relevant data and information. They also conducted more than 30 interviews with directors and stakeholders involved, the results of which have been included in the book. The book is offered for €34.95 including shipping costs and can be ordered online viaboekenbestellen.nl under the name ‘Transvolution’.
About the authors
Herman de Boon studied mechanical engineering (cum laude), business mathematics (cum laude), organizational science and took management courses at IMD and Harvard Business School. After a long national and international career as a director/commissioner in the horticulture and agro-food sector, he held various positions at trade associations and public-private partnerships in the field of chain knowledge and innovation processes and transitions to sustainable entrepreneurship. He received the Harvard Berenschot award for the article ‘Strategic change processes in cooperative enterprises’ and the prize for Excellent Entrepreneurship for directors and supervisory directors. He is an Officer in the Order of Orange-Nassau.
Henk de Groot studied electrical engineering and business administration and held various managerial and staff positions at Bloemenveiling Aalsmeer (VBA). After his retirement, he was active worldwide within the VNO/NCW program ‘Programma Uitzending Managers’ (PUM) for setting up flower auctions and fresh distribution centers. He received honorary citizenship from the municipality of Aalsmeer and the decoration of merit from the municipality of Amsterdam. He is a Knight in the Order of Orange-Nassau. Click here for the interview that Leni Paul had with Henk de Groot in 2021.
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Tags: Book highlights auction system
