Marco van der Sar new chairman of the Flower Council of Holland
Marco van der Sar has been appointed chairman of the Flower Council of Holland (FCH) board on 21 May. The board has selected an independent chairman with international floriculture experience and knowledge of marketing and strategy. Marco is succeeding Henk Spoon, who is standing down after three years. During Spoon’s chairmanship he has made a substantial contribution to the board and the development of consumer marketing in the sector.
Joint approach
Marco van der Sar is proud to be given this role. “Our challenge is to make the added value offered by the Flower Council of Holland more explicit for growers and exporters. We also need to ensure that the consumer marketing of flowers and plants reaches an even higher standard to achieve even greater success and effects from our efforts. As the Flower Council, we want to support the sector with our marketing, consumer data, and network knowledge. There are opportunities to build on the successes and also make FCH relevant for growers and exporters who are not yet experiencing the added value. I believe in this joint approach and am actively looking for the connection with anyone within the sector who can help our mission.”
Intensify the connection with the sector
Dennis van der Lubbe, director of the Flower Council of Holland, indicates that following a period in which the Flower Council has professionalised its activities, it is now time to further intensify the connection with the sector. “With his large network and experience within the sector, Marco can make an excellent contribution to this. Over recent weeks I have got to know Marco as a positive and energetic person with an open mindset. I look forward to pleasantly and professionally work with him on the board.
Very familiar with the floriculture sector
After studying business management in Rotterdam, Marco spent ten years working for Royal FloraHolland in various roles focused on the international floriculture position of the auction. He then spent four years at Dümmen Orange, where he was responsible for global marketing and communication. Marco has been working independently within the sector since 2020 in the field of interim management and marketing.
Responding to consumer needs
The Flower Council of Holland is an independent foundation established by the floriculture sector to encourage consumers to buy more flowers and plants. In recent years FCH has worked on consumer promotions, marketing tools, shopper activation and measuring the effects of campaigns. In collaboration with growers and exporters, the Flower Council responds to consumer needs and develops activities to encourage consumers to purchase flowers and plants. Over the coming years, FCH will be developing this further in conjunction with the sector, with the goal that consumers spend more on flowers and plants.
Want to find out more or contribute?
Anyone who wants to contribute to or has questions about the board’s long-term vision can contact Marco van der Sar via m.vandersar@aislinc.nl or Dennis van der Lubbe via dvanderlubbe@bloemenbureauholland.nl.