Our strategy
At Dutch Flower Group, we work together to build a future-proof floriculture supply chain. As a family of international companies, we connect growers, customers and partners worldwide. Our strategy focuses on sustainable growth, strong collaborations and continuously improving the way we work, from cultivation to consumer.
With our flowers and plants, we add colour to the moments that matter in people’s lives, from everyday moments of happiness to special occasions. From this belief, we bring Making Life Colourful to life every day. At the same time, we take our responsibility to contribute to a greener world, for current and future generations.
Building growth together
To achieve sustainable growth, we work from our purpose towards our strategic pillars. These ‘drivers for growth’ reinforce each other and together form the foundation of how we work and develop towards 2030.
Customer driven
Collaborations with our customers remain an important pillar within our strategy. By working closely together and continuously responding to changing consumer needs, we continue to surprise and inspire our customers with products and concepts that align with current trends and market developments. At the same time, our e-commerce and e-fulfilment proposition continues to grow, bringing us closer to the end consumer and further strengthening our position in the market.
Passionate people
Our people are the driving force behind our organisation. We invest in talent development, leadership and a safe and inspiring working environment, so that colleagues can grow, remain engaged and enjoy their work. By sharing knowledge and through initiatives such as internal training programmes, we strengthen collaboration between our colleagues and companies and build an organisation in which people truly come first.
Team up with growers
A strong and sustainable collaboration with our growers is essential for a stable and future-proof supply chain. By working more closely together, for example through joint growth plans and long-term agreements, we create greater predictability and continuity. At the same time, we respond to market developments and invest in quality, innovation and sustainability, so that together we continue to strengthen the supply chain.
Smarter supply chains
In recent years, we have taken important steps in optimising our international supply chains. By organising more intelligently, using data and insights in a practical way, and developing new logistical solutions, we improve the efficiency and reliability of our supply chain. Innovations in transport and logistics infrastructure help us to operate more flexibly and ensure that our flowers and plants are available at the right place at the right time.
Digitalise & data-driven
Digitalisation plays an increasingly important role within our organisation. We invest in systems and technology to improve processes and better connect them. In addition, we strongly focus on data analysis, enabling us to gain better insights, respond more quickly to changes and make well-founded decisions that contribute to a future-proof organisation.
Sustainability – IMPACT2030 (Frontrunner in sustainability)
Sustainability is fully integrated into our strategy and daily operations and forms an essential part of our long-term vision. With our sustainability strategy IMPACT2030, we give direction to our ambitions and, together with growers, customers and partners, we work towards a more sustainable and transparent supply chain. The four key themes and the foundation of FSI-compliant certification have been translated into concrete initiatives within our companies, enabling us to continue building every day towards the further improvement of our organisation and the supply chain as a whole.
Together towards 2030
With all the strategic initiatives we are undertaking together, we are confident that we are doing the right things for our customers, with our growers and suppliers, and for our employees. In doing so, we also contribute together to a more colourful and greener world. Colourful, by being present with our beautiful flowers and bouquets at the moments in people’s lives that truly matter, made possible by our passionate employees. A greener world, through the role our plants play in people’s living environments and through all the efforts we undertake ourselves and through sector initiatives to drive sustainability in a concrete way.
Together we create a happier and greener world
More informatie about DFG's strategy?
Please contact us.
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turnover (2024)
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bouquets to consumers every week
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flowers to consumers every week
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plants to consumers every week
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export countries
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reaching certified sourcing
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countries with offices
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employees (FTE)
