
Strategic themes
From physical marketing to a digital platform
We are a cooperative of growers. As a cooperative, we strive towards optimal pricing at minimal costs. We create opportunities for sustainable growth and success in the global market for our members, growers and buyers. That’s what we aim for, now and in the future.
The market is changing and we’re changing with it
From physical marketing to a digital B2B trading platform
Step by step
The total product range on one digital B2B platform
All of our supply organised and available in one digital place. Where you can quickly and efficiently structure your work and trade for all trade flows. That is what we are making possible with Floriday, the digital B2B platform for floriculture.
Read moreNationwide Auctioning with new logistics
With Nationwide Auctioning, we will be concentrating supply and demand at a nationwide, digital auction. That will optimise pricing. Furthermore, we will introduce a new manner of logistics fulfillment and transport.
Read moreNew services for ordering, payment and delivery
Ordering, payment, delivery; we make it all possible through Floriday. We are developing new services that seamlessly align with your operating processes, which you can benefit from as you choose.
Read moreExpansion in an international context
International trade, too, must also run smoothly and hassle-free through our platform. Towards that end, we are also developing ordering, payment and delivery services for international growers and buyers. One of those is the option to pay in dollars, for example.
MORE DETAILS TO COME SOONSustainable future


Together, we are better and smarter: development and implementation
TThere are still many questions surrounding the practical development of the strategy. During the implementation of the various changes, we will certainly take into account any concerns, and the willingness to adapt to the changes. We want to collaborate with all those involved in such a way that we can make maximum use of the cooperative’s potential, so that we can satisfy the vast range of interests of all those involved.Close collaboration with the Members’ Council is crucial in that process, but putting together supervisory teams and conducting research are also examples of how we involve parties in developing the strategy. We also want to maintain a regular conversation with our members. For example, we regularly organise ‘discussions’ with the Management Board, the Members’ Council and FPCs. During these consultation hours, you can share questions, concerns and opportunities that you see.In the ‘Agenda’on the website, you will find an overview of all the sessions.Information sessions: we will keep you informed
We regularly organise Royal FloraHolland company update sessions: during these sessions, the management of Royal FloraHolland takes the members through, among other things, the financial and operational situation of our company, and the latest developments in the strategy implementation.
No company update sessions are scheduled at the moment.