A New Year's message from Royal FloraHolland's CEO Pieter Bootsma

Added on 13 January 2025

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A New Year's message from Royal FloraHolland's CEO Pieter Bootsma

Royal FloraHolland CEO Pieter Bootsma. Courtesy of Royal FloraHolland

Royal FloraHolland’s newly appointed CEO Pieter Bootsma highlights 2025 as a critical year for the world’s largest floral trade hub, promising growers and buyers more clarity about where the cooperative aims to be in the future.

Bootsma is looking forward to the new year with optimism and confidence, driven by its aspiration to achieve growth. “We have written black figures in 2024, and we want to keep it that way,” he said in his New Year’s video message.