Royal FloraHolland and buyers sign Floriday covenant

The parties involved in Floriday, Royal FloraHolland on behalf of growers and a group of buyers, have signed a covenant with clear ground rules, principles and governance so that the platform can continue to grow. This provides clarity on responsibilities, processes and decision-making. The agreements in this covenant lay the foundation for further growth, digitisation and continuity of the platform from a collaborative perspective. Both growers, through Royal FloraHolland, and buyers, through the major trading companies and with the support of the VGB, endorse the joint importance of this covenant for the further development of Floriday, both in functionality and use.

Since its launch in 2017, Floriday, Royal FloraHolland's single digital platform, has seen strong development. Floriday has become the digital floriculture platform where supply and
demand of flowers and plants come together worldwide. The platform enables growers and buyers to strengthen the Netherlands' successful position as a floriculture hub internationally and optimise the digitisation of the floriculture sector.

Frank Koenen, CEO FM Group: "This covenant forms a sustainable basis for the further digitisation of the sector. By laying down agreements, you also guarantee long-term cooperation. This step also makes an important contribution to sustainability by reducing chain costs, increasing sales and bringing more transparency in the chain, in terms of certification, products and packaging, on the basis of far-reaching digitisation."

Steven van Schilfgaarde, CEO Royal FloraHolland: "Royal FloraHolland and trading companies already have a long-standing collaboration on Floriday in which constructive consultation takes place on the development of the digital platform. With this covenant, principles and agreements are now also laid down so that together we strengthen and grow the chain. This makes mutual rights and obligations clear, for example about the use of the platform on the one hand and the further development of functionality on our side. Digitisation is a prerequisite for strengthening, making sustainable and optimising the entire value chain. This is a very important step in that."


From left to right: Pieter Bootsma (CVO Royal FloraHolland), Frank Koenen (CEO FM Group), Steven van Schilfgaarde (CEO Royal FloraHolland) and Michel van Hout (CIO DFG)