Floriday makes trade more predictable with greater efficiency and lower costs

The floriculture sector is going through a digital transition. With Floriday as a digital platform for the floriculture sector, we are working step by step towards a more efficient and future-proof way of doing business. We want to empower growers and buyers and offer them ever more convenience and efficiency in their sales and purchasing processes. To achieve this, we have a clear ambition: one central platform for the floriculture sector. We talk about this with André van der Linden, CIO of Royal FloraHolland.

What digital ambition does RFH have?

"The main digital ambition is to develop one central platform for the entire floriculture sector. An infrastructure that enables the entire industry to increase trade and simplify processes. And also a digital platform that facilitates data being shared efficiently within the sector. We are developing a future-proof digital platform and are prepared for the latest developments and opportunities in commerce.

A key goal for this year is to make as many transactions buyer-driven as possible. This means that the order always starts with the buyer. Buyers place an order directly on supply in Floriday, via the link or screens. The grower confirms the order after which it is processed in the buyer's system and the grower handles and delivers the order."

What steps should we take as an industry to do this?

"The move towards more buyer-driven orders is a journey for all of us. We understand that this is a change that requires adjustment in daily processes at growers and buyers. At the same time, it offers opportunities to achieve greater efficiency in sales and procurement processes. We are already seeing great examples of growers and buyers offering supply through direct VMP links, now doing so through Floriday. They experience fewer errors in the order process and an optimal connection between logistics and financial systems, improving the in-bound order and invoicing processes. This year, we are taking big steps to further realise this ambition.

In addition, as an industry, we will say goodbye to old standards, such as the Electronic Delivery Form (EDF). This outdated technology stands in the way of new innovations and creates limitations in the trading process such as not being able to include information such as sustainability data and transport data. Together with Veiling Rhein-Maas and Plantion, we are taking this step. For the industry as a whole, we see that around 60% of all deliveries are now made through Floriday rather than the EDF. On 31 December 2025, we will permanently retire the EDF. FloraMondo will also be retired for buyers this year; all buyers will soon be able to make their purchases for direct trade and auction presales via Floriday. This will soon mean old standards not standing in the way of innovation, and one common infrastructure on which we will build further."

What are the benefits of these changes?

"When buyers place orders in Floriday or via the link to Floriday, they immediately benefit from more efficiency in their daily work. For example, a buyer always has up-to-date information with prices and stock constantly updated. In addition, each order is validated immediately and you receive feedback on its status. This provides security for the buyer, as well as their end customer. And through Floriday, you have delivery security and insight into your transport arrangements, current corrections and invoice statuses. Last but not least, buyers do not pay a service charge on buyer-driven transactions.

New technologies also open up scope for more trading opportunities. This year, we launched Floriday Daytrade: a trading format that allows growers to place their supply on the market early in the day, have smaller orders handled by Royal FloraHolland's logistics department, and enable buyers to receive their orders sometimes on the same day. These innovations are only possible because we are moving to modern standards."

What are we working towards with Floriday?

"With Floriday, we are building not only efficiency but also richer information for the whole industry. The new infrastructure allows us to unlock and make more and more data available. This allows buyers to make even better choices in their purchasing process and share information more transparently towards customers. Older technologies do not offer this possibility.

Consider the automatic availability of sustainability information and certificates. You can always rely on the most up-to-date information from the grower. And on the disclosure of Track & Trace data. Many calls between growers and buyers are about 'Where is my trade?' Orders via Floriday will soon become increasingly traceable. As early as the nursery, a delivery can be scanned which gives predictability in logistics. Recently, scan data from the RFH hubs was made insightful through Floriday, allowing buyers to even better track where their trade is in the logistics process. Buyers will see this in Floriday when they place buyer-directed orders.

What is your appeal to the industry?

"We are inviting growers and buyers to move with us and place orders through Floriday - whether through the link with Floriday, or through Floriday's screens. By letting go of old techniques together and betting fully on Floriday's new infrastructure, we will make the floriculture industry stronger, more efficient and future-proof."