Our vision, mission and 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 order, pay and deliver. The services that Royal FloraHolland provides create a solid foundation on which all players in the sector come together to achieve sustainable success in the global floriculture market.

For more than a century now, Royal FloraHolland, in cooperation with growers and customers alike, has supplied the world with fresh flowers and plants. It is a partnership that has brought us a long way and has seen us grow to become the largest marketplace in the floriculture industry.

The Market is changing

Growers and customers inherently seek the most efficient ways to meet the demand for ornamental plants or flowers. Increasingly, they do business directly. We are actively responding to this development, for we can offer a number of unique benefits to our growers and customers in direct trade, too.

And we are changing with It

We are developing our marketplace into a digital platform. Here, our growers make the broadest, deepest and most sustainable range of flowers and plants available worldwide. They can be traded in various ways. Direct or indirect, for same-day or later delivery. In the Netherlands and Europe, but just as easily anywhere else in the world. We process all transactions using smart logistics solutions, from the field to buyers' back doors. That way, we facilitate more frequent, faster and fresher deliveries to any location our customers wish - under our payment guarantee. We always provide a complete service, from ordering through delivery and payment. It is how we unburden growers and deliver customised solutions to customers. We are changing with the industry so that we can continue to do what we have done for more than 100 years: connect growers and customers so that they can get the most out of the market, enabling them to grow with the market and continue to supply the world with fresh flowers and plants.

How are we doing this?

To realise our ambition, we are developing new services, with our existing services as a starting point:

Step 1

Development of our digital platform Floriday is ongoing. We will soon process all transactions digitally, in both auction and direct sales. 100% digital is our main 2020 objective.

When it is fully operational, Floriday will offer the infrastructure and data we need to develop and roll out new services. These new services will ensure that whichever way growers and buyers choose to do business through Royal FloraHolland, doing so will always offer them advantages and benefits.

Step 2

We are working towards nationwide auctioning and making our dynamic clock futureproof. With the advent of nationwide auctioning, the supply at all locations is available everywhere in the Netherlands through one platform. Image auctioning (digital auctioning) is a requirement, of course. We will put everything in place for nationwide auctioning during the course of 2020 and commence testing in Eelde. Our objective is to roll out nationwide auctioning in 2021.

We can then organise our logistics for all transactions to suit our customers' wishes. We will start with transport between our branches and build upon that, step by step, to create a nationwide network. The process will commence in 2021.

In the meantime, we are working on international payment solutions to simplify international trade and facilitate effortless trading through our marketplace. The first tests will take place in Kenya. An important objective for 2020.

Step 3

We will develop new ordering concepts (deal making), such as on-site auctioning at nurseries, and expand our smart logistics services, both nationally and internationally. That is our objective for 2022.

Sustainable development

At the same time, we remain fully committed to sustainable development. We see sustainability as an opportunity and responsibility for the chain to improve of the sector. Together, we will ensure that all suppliers are registered by the end of 2020 and possess environmental certification by the end of 2021.

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.

Sustainable Success

As a whole, our cooperative is becoming increasingly smart, efficient and sustainable, which promotes further growth. It is how we achieve sustainable success for us all: growers, buyers, partners - the entire sector.

Strategic themes

  • 100% Digital
    Development of our digital platform Floriday is ongoing. We will soon process all transactions digitally, in both auction and direct sales. 100% digital is our main 2020 objective. It will facilitate fast and efficient trade between growers and buyers. Furthermore, it will help the sector to comply fully with tightened European financial legislation. Once 100% digital trade is up and running, we will have prior knowledge of all transactions, which will make it possible to link orders (deal making) to our logistics and accounting services, including for direct trade. Opportunity knocks!
  • One Clock, Showcase Eelde
    In parallel, we are working towards nationwide auctioning to make our already dynamic clock futureproof. With the advent of nationwide auctioning, the supply at all locations will be available everywhere in the Netherlands through one platform. Image auctioning (digital auctioning) is a requirement, of course. We will put everything in place for nationwide auctioning during the course of 2020 and commence testing in Eelde. Our objective is to roll out nationwide auctioning in 2021.
  • International Payment Solutions, Showcase Kenya
    In the meantime, we are working on international payment solutions to simplify international trade and facilitate carefree business though our marketplace. In this way, we also offer advantages for our growers and buyers in terms of trading internationally. An important objective for 2020.