Dutch and Spanish sales organizations were invited to come together to encourage more understanding and thus lead to wider European cooperation. This call was made by Juan Colomina from the Almerian Coexphal, which is similar to the GroentenFruit Huis in that it also represents the interests of growers, grower associations and the private auctions/exporters, "Market players are just getting bigger, so cooperation is the future." The newly appointed Dutch ambassador Matthijs van Bonzel opened the Holland Day and praised the horticulture industry. Representatives from both the Dutch and Spanish governments talked about the developments in the horticulture industry in both countries.
After a lunch given by the Dutch Embassy, the more than 100 participants had plenty of time for networking.