The Supervisory Board of Royal FloraHolland has nominate Pieter Bootsma ( 1969 ) to the Board of Directors of Royal FloraHolland in the new posture of Chief Value Officer ( CVO ) . From January 2024 , the Board will also consist of Steven van Schilfgaarde ( CEO ) and David van Mechelen ( CFO ) .
With the appointment of Pieter Bootsma , Royal FloraHolland gains a highly experient and knowledgeable member of the Board . Bootsma has had a long vocation with the Air France - KLM Group . His most recent positions were Chief Strategy Officer and Chief Revenue Officer . He has also been a member of the Air France - KLM Group Executive Committee since 2013 .
Jack Goossens , Chairman of the Supervisory Board , said : ' I am entranced that Pieter Bootsma has chosen Royal FloraHolland . Pieter has a show racecourse platter in a large and complex international organization . establish on a percipient strategy , he has demonstrated his ability to better results in a militant and outside market by developing interrelated services in a platform surround . Our digital program , Floriday , combined with our forcible hubs , offers legion national and international opportunities for innovative digital services for agriculturalist and buyers . The role of the Chief Value Officer is , therefore , tailor - made for him . The CVO ’s focus will be on append value to both existing and Modern service , in line with his track record " .
Pieter Bootsma : " It will be open that floriculture is very different from aviation . As far as I am concerned , this is exactly what is attractive about my new position . In addition , there are clear similarity between Royal FloraHolland ’s translation into a digital platform organization and my geezerhood of experience in digitalization and internationalization at Air France - KLM . My cognition of outside emergence and Royal FloraHolland ’s ambitions in this obedience are also a good lucifer . And I consider it a exclusive right to process in a sector in which the Netherlands is a world leader . I already have estimation , but first , I require to talk to workfellow , members , growers , and buyers about the opportunity and challenges they see . This is in channel with the accommodative spirit that Royal FloraHolland stands for . Floriculture may be new to me , but I come from a farming family and , therefore , know the background and culture that is important in the sphere . I think this will help me to have a good agreement of the sphere and the people who work in it , and I front onward to using my cognition and experience in this new role " .
Steven van Schilfgaarde , chief executive officer : " In Pieter , we have plant the idealistic candidate for the new character of Chief Value Officer . In order for the Netherlands to remain the hub of outside floriculture , we need to attract more growers and buyers to our platform , both nationally and internationally . We require more growing in supplying and demand with more members , more grower , and more buyers , and also with more integrated service . A combination of internationalization , digitalisation , and commercial-grade chance , and this is exactly what Pieter has experienced . That is why our Chief Commercial Officer Ruud Knorr and Chief Information Officer André van der Linden will work closely with Pieter and account straight to him . This will free up David and me to focus on the other elements of our cooperative and business strategy across our portfolios . We are convinced that the addition of Pieter to our Board will , therefore , carry fruit , and we take care forward to knead with Pieter " .
Pieter Bootsma will initiate as Chief Value Officer on January 15 , 2024 .
For more information : Royal FloraHollandwww.royalfloraholland.com
