70 years of sustainable entrepreneurship

To mark 70 years of Floréac, our editors brought together the second-generation business leader, of the Floréac company, Etienne Floré, with current CEO An Vander Aa.

This led primarily to an engaging mutual acquaintance. Below, we report briefly on the thread of the conversation and how it connects Floréac’s past, present and future.

Etienne Floré and An Vander Aa had not yet met. Even though there is a generation between them, the click was there from the start. Passionate, but also deeply human. The conversation will show how closely their visions align.

Family values as a basis

Etienne Floré: “Family is an important value . Our family is very close-knit . Each family member with their own character, but everyone is equal. In fact, I find it very important that everyone is treated equally. It does not matter whether there is an employee, manager or customer in front of you. Equality is one of the three basic pillars that together make people happy. Besides equality, freedom and basic welfare are the two other pillars.

For me, money has never been an end in itself, but a means to set the company on a human course. In all the steps I have taken in my career, I have tried to combine the economic with the socio-human”

Corporate social responsibility

Meanwhile, An sits nodding in agreement. To what extent does she recognise herself in Etienne’s story? An Vander Aa: “I know both worlds. I have worked both in private equity environments where the emphasis is more on the economic anyway. And I have experience with family businesses. The big difference is in the management. Is money the ultimate goal? Or is it about being socially responsible in an economically responsible way. And especially the latter attracted me at Floréac.

What I’m curious about, though, is what was your role within sustainable business, Etienne? And how do you look to the future in that context?”

Etienne Floré: “Sustainability consists of several facets. From profitability, the people and the planet. A company is only at its strongest when there is interconnectedness. When people share similar values and pursue one goal with their noses in the same direction. That is about the business, the economic and about the human. About being proud of what you have achieved.

Sustainability is also about daring to throttle back. Floréac has also experienced difficult periods. In the past, for instance, we also grew too fast once. Through clear communication to all stakeholders and great commitment from employees, we got through that. Connectedness and equality, that is the basis of sustainability. It costs no money and starts with simple things. “Greeting each other in the corridor by first name, for example.”

“When we talk about a future vision for the planet, I hope we can as a global community evolve within 100 years into a social thinking and experience where the happiness of all people is the objective. Money then becomes a means rather than an end. Economics is at the service of people, rather than shareholders’ surplus value. Along with steering towards human happiness, guarding planetary boundaries is an important condition for having a liveable planet for future generations.

Reclaiming a rich past

The balance between economics and the human has attracted An from the first day she stepped in here. But there must be more reasons why she chose Floréac? An Vander Aa: “I did not know the sector at all. As a 15-year-old job student, I did put together flower arrangements in a florist’s shop. But that was all. When I came here for the first time, a little nostalgia overwhelmed me. But it was mainly the warm atmosphere that won me over. The peace within the hustle and bustle.

Because you have to remember that the pace is fast. But everyone knows exactly what to do. And it is done with the same drive. When six months ago the previous CEO left Floréac due to circumstances, I jumped ship. Because I very much believe in this company. We are experiencing challenging times, but there is so much potential. We need to look at the rich past, grab that back and shape the future from there.

Hearing Etienne’s story strengthens my conviction even more. We need to go back to the core. To the values we might have lost a bit due to a volatile period. The basics, how to offer our customer the best service, remain. But how we are going to do that, that will again be a compelling and engaging story.”

Can you say a bit more about how you see that as a CEO?

An Vander Aa: “One of the challenges is how we pass on today’s expertise and passion to the next generation. What we also need to be fully committed to is the digital transition.

I certainly don’t want to rush things but I do want to take decisions in the context of a nice perspective. Finally, I have only been working in the industry for two years and still have a lot to learn. And that’s why I want to be as close to the customers as possible. What do they need? What questions are they sitting with? And as with Etienne, sustainability remains a key driver. Sustainability in the sense that we have to continue our social commitment. It is our right to exist.”

A right to exist that has stood for 70 years. Are you going to do anything special with that?

An: “I’m going to honour that first and foremost. ‘Doing something with it’ sounds too commercial and that doesn’t fit Floréac’s DNA. But we are going to use it as momentum to show ourselves to customers and suppliers again and thank them too. Because without them, we wouldn’t have reached those 70 years. In addition, my dream is that everyone is proud to be a Floréac employee and gives the best of themselves here with gusto every day. This connection has made Floréac strong and also radiates to the customers.”

What do An and Etienne wish each other to conclude this double interview?

Etienne: “Looking at An, I have full confidence that the company is in good hands. I feel that she wants to work on that connection among the employees in the company, but also, in addition, on the right connection with customers and suppliers. She wants to steer Floréac from the knowledge of the market, to professionally and reliably fulfil our value for customers now and in the future. I wish her much happiness and satisfaction in the coming years.”

An: “That after such a fantastic story and beautifully filled life, Etienne may do whatever he feels like doing every day. And now that I have got to know him a little bit, I think he will do just that. I grant it to him wholeheartedly!”