Our promise, vision, strategy
We are a cooperative of growers. We connect growers, buyers and third parties through our digital platform that offers a unique combination of services relevant to ordering, payment, and delivery. In this way, we create a solid foundation on which all players in the sector can work together to achieve sustainable success in the global floriculture market. Come join us. Connect to grow
We have brought together growers and buyers for over 100 years. Thanks to this unique cooperation, we are able to make the most of the market. Our goal is optimal pricing at minimal costs.
Our promise: What we stand for
Growing opportunities together: we connect parties in the floriculture industry and create opportunities for sustainable growth and success on the global market.
Our vision: What we aim for
We aim for long-term, sustainable growth. Through our digital B2B platform, we link growers and buyers with all parties in the industry. That way, we become smarter, more sustainable and more efficient, but are also working on a future-proof sector.
The market is changing
Growers and buyers inherently seek the most efficient ways to meet the demand for ornamental plants or flowers. They are increasingly doing business directly. Which puts pressure on our objective of 'optimal pricing at minimal cost'. It's also abundantly clear that the market is changing. Differences between growers and buyers are increasing, the role of retail is growing and new international markets are emerging. Furthermore, everything has to be faster, fresher and more sustainable. The opportunities offered by digitisation allow us to respond to these developments.
And we are changing with it
We are developing our marketplace into the digital B2B platform for the floriculture industry with the broadest, deepest and most sustainable range of flowers and plants available worldwide. Ordering, payment, delivery, we ensure that everything is possible through our platform. Thereby also ensuring that all means of trading (direct and clock) through RoyalFloraHolland offer our growers and buyers benefits. With new services we offer smart solutions for growers and meet our buyers' needs. This way our customers can focus on what they are good at and we optimise the floriculture chain.
Ordering: we offer a number of options for efficient and effective digital trading on our platform. Directly at the grower and through the clock. Growers and buyers choose the course of action that suits them best.
Payment: with our invoicing and payment services we ensure reliable financial settlement. We do so worldwide for all parties.
Delivery: with our delivery services we offer logistics solutions and transport for all orders from the field to the buyer. That way we deliver products faster, fresher, and more often.
We believe that we are smarter and better together, and can do more at less cost than if we each operate on our own. Together, we are becoming increasingly efficient and sustainable and we are working towards a future-proof floriculture industry.
How exactly are we doing this? Our strategy
We are changing in 3 steps:
We are developing Floriday, our digital B2B platform, as the foundation for the strategy. Buyers can order quickly and easily through the clock or directly, via Floriday Screens, the Floriday API or with Blueroots. Order for the same day or later. In the Netherlands and Europe, but just as easily anywhere else in the world. 100% digital trading is a precondition. First, we process all direct transactions digitally through Floriday. This will later also apply to clock transactions, after the introduction of the digital clock. Based on all the order information in Floriday, we can then make smarter arrangements for payment and delivery.
We are gradually working towards Nationwide Auctioning. We're concentrating the supply and demand of flowers and plants onto a nationwide digital clock, and thus focusing on optimal pricing. We are also ensuring smart combined logistics and transport that seamlessly align with our growers' and buyers' business processes. That way, we facilitate more frequent, faster and fresher deliveries to any location our customers wish. We cut kilometres and costs. We will start with transport between our branches and build upon that, step by step, to create a nationwide logistics network.
At the same time, we are working on new services for ordering, payment and delivery. We will make these available in Floriday. For direct and clock trading.
In the meantime, we are expanding our services internationally, making it easier and hassle-free to trade internationally through our marketplace. This way, Floriday can serve as large an international network as possible with the widest possible range and support services. Scale is crucial to be and remain successful with a B2B platform.
We make international payments possible for our growers so that they can rely on our payment security when trading globally as well. In this way, we develop new sales markets and help growers and buyers capitalise on opportunities. We will start by paying in dollars on one of the international trade flows and will subsequently expand this step by step.
At the same time, we remain fully committed to sustainable development. We see sustainability as an opportunity and responsibility for the chain to improve the floriculture sector even more. In this way, together we ensure a well-functioning plant passport and reliable environmental registration. We are working towards environmental certification from 2022.
Together with partners and for everyone
More can be achieved together than alone. That is why we involve our members intimately in our strategy and cooperate closely with growers, buyers and partners. It strengthens our services and promotes the identification of opportunities for further growth and development. We realise that these strategic developments have consequences for the companies of our growers and buyers, and we are doing everything we can to make sure that everyone can continue to participate.