FloraHolland stressed that the strategic vision is a 'think piece' - designed to provoke longer-term thinking across a wide audience: to members, to customers, to staff and to other stakeholders within the industry. Going through the first lines is asomewhat 'uplifting' experience as if FloraHolland's future way is paved with fluffy pink clouds and double rainbows. Something of fear crept into my mind as I was informed that the company is on a 'mission to fulfil its own dream'. But I was really panicking when the flower fairy comes in to conjure a blossoming planet in 2020 with one single wave of her magic wand. In 2020, if it was up to Flora-Holland, all people would wearflowers in their hair, they would use plants and flowers to trigger happy emotions and to heighten feelings of life. "Flowers say what words cannot - in all cultures. Plants also connect you to nature and health. FloraHolland makes this all possible," over-estimates the auction its messianic abilities.
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