Rapidly digitalising floriculture sector calls attention to cybersecurity

The floriculture sector is rapidly becoming more digital. This is according to Royal FloraHolland's first Floriculture Trend Report. For instance, more than four out of five businesses use digital purchasing platforms. Meanwhile, attention to cybersecurity lags behind, with only 13% of respondents saying they are fully covered against digital threats. Royal FloraHolland is calling on growers to pay more attention to this issue, and is supporting them through initiatives such as the Cyber Resilience Center Greenport.

Attitudes towards digitalisation are positive, with 67% of those surveyed being (very) positive towards it. In addition, 63% say that they are very likely to invest in digitalisation within their company. "Growers and buyers are investing in different areas. From smart climate technology in greenhouses and automated logistics to real-time stock management through trading platforms such as Floriday. Digitalisation is really being embraced by the sector," says a proud André van der Linden, CIO of Royal FloraHolland. The sector is seizing the opportunities of digitalisation but is not always aware of the risks. Despite 29% having already taken specific steps to enhance digital safety and 16% having recently started taking action, there is still a group that is not yet actively engaged in online safety. Only 13% consider themselves fully protected against a possible hack.

Stronger together against cyber threats

To make the sector more digitally resilient, Royal FloraHolland is actively investing in training and mentoring growers. An important step in this is the creation of the Cyber Resilience Center Greenport, co-initiated by Royal FloraHolland. This centre is part of Greenport Netherlands, a joint venture of horticultural companies, governments, knowledge institutes and sector organisations that focuses on future-proofing horticulture. In addition, Royal FloraHolland offers its members a free cyber subscription with crisis exercises, regular cyber updates and wide knowledge sharing within the sector.

"Across society, the number of cyber attacks is rising - in the first quarter of 2025, the number of cyber attacks in the Netherlands actually increased by 53% compared to a year earlier, according to figures from Check Point Software Technologies. This is not without consequences for the floriculture sector. Whether you are a small or large company, the right cyber resilience is beneficial to the entire industry. Therefore, it is important that more growers and buyers consider the digital security of their businesses. This is why we ask growers and buyers to take this seriously. It's similar to having to prepare for the risk of fire, for which you need fire extinguishers on the premises. It starts with awareness and we can support you with the right tools", stresses André van der Linden.

AI and future-proofing

The fact that the sector is undergoing full-speed digitalisation can be seen in the rise of AI use within it. 30% of respondents from the Floriculture Trend Report see more demand for AI applications, especially in logistics and order fulfillment. Royal FloraHolland deploys algorithms to optimise its own logistics processes, among other things. The cooperative also offers smart tools that growers and buyers can use in their trading process, such as a photo app that ensures product photos instantly comply with guidelines. Furthermore, Royal FloraHolland is constantly looking at how AI can add value to its own organisation and the sector.

Since 2017, the organisation has been undergoing a broader innovative transformation: from physical marketplace to an industry-wide digital infrastructure with the Floriday platform. In this, Royal FloraHolland plays a key role in a digital floriculture sector that is not only innovative, but also resilient and future-proof.