“You need to catch the right wave.” Being a digital transformer can sometimes be lonely. Our guests Michel van Hout, CIO of Dutch Flower Group, and Martin de Ruiter, program manager at Royal FloraHolland, have helped transform the traditional flower market into a modern one. This takes determination and guts... and is also a matter of timing. Find out more with our host Jonathan Groubert, co-host Rik Bijmholt and national short track coach Jeroen Otter.