Our history
Cooperation is the principle on which Royal FloraHolland was founded. In around 1912, growers established the first flower auctionsto consolidate their sales and achieve better prices. Despite the floriculture trade becoming more international, competitive and fast-paced over time, our cooperative’s mission has always remained the same.
1912 – 1929
Growers establish cooperative flower auctions.
1922
Flowers are exported to England with support from the auction.
1924 -1964
Goods are transported from Aalsmeer to Schiphol by the auction.
1930 – 1940
The financial crisis cuts auction sales by half.
1965
The Treaty of Rome is enacted, rebranding "The Netherlands, Land of Flowers" to "The Netherlands, Export Country."
1968 – 2008
FloraHolland is formed through numerous mergers.
1972
An intermediary agency is established.
1972 – now
The Netherlands becomes the global trading platform for flowers and plants through imports.
1990 - now
The analog clock is replaced by the digital clock, eventually evolving into the image auctioning clock.
2011
Royal FloraHolland receives a Royal designation.
2017
The launch of the digital platform Floriday.
2018
The Members' Council is appointed.
2019 – nu
Royal FloraHolland’s strategy is to become the ultimate B2B platform for the global floriculture industry.
