Impactmaker André van der Linden: Working together toward a sustainable digital future

The floriculture sector is undergoing a digital transition. With Floriday, Royal FloraHolland's digital platform, we are working step by step towards a more efficient and future-proof way of doing business. Behind this development is a clear ambition: a single central platform for the entire sector.

“The most important digital ambition is the development of a single central platform for the entire floriculture sector,” says André van der Linden, CIO of Royal FloraHolland. “An infrastructure that increases trade, simplifies processes, and enables the sector to share data more efficiently. In doing so, we are laying the foundation for a future-proof trading platform that offers scope for new innovations.”

This year, Royal FloraHolland is taking major steps forward together with the sector. An important priority is the shift to buyer-driven orders. In this system, the order always starts with the buyer, who places an order directly in or via Floriday. The grower confirms the order, after which it is processed and delivered. “The move to more buyer-driven orders is a journey we are all on,” says André. “We understand that this requires changes in daily processes, but we are already seeing great examples of growers and buyers experiencing fewer errors and better alignment between logistics and financial systems as a result.”

Old standards make way for innovation

Another important change is the discontinuation of the electronic delivery form (EAB). This outdated standard makes it impossible to send crucial data, such as sustainability information and transport data. “Together with Veiling Rhein-Maas and Plantion, we are taking the step towards modern standards,” André explains. “Around 60% of all deliveries are already made via Floriday. We will discontinue the EAB on December 31, 2025. FloraMondo will also be rolled out to buyers this year; soon, all direct trade and Auction Presales will be conducted via Floriday.”

Abolishing old standards paves the way for innovation. “New technologies offer more possibilities. Take Floriday Daytrade, for example, where growers put their offerings on the market early in the day and buyers sometimes receive their orders the same day. These innovations are only possible because we are switching to modern standards.”

Efficiency and sustainability go hand in hand

The digital transition is not only about efficiency, but also about enriching information flows. Thanks to the new infrastructure, more and more data is becoming available: certificates, sustainability information, and Track & Trace data. “Many calls between growers and buyers are about ‘Where is my trade?’” says André. “With the new scan data via the RFH hubs, this process becomes much more transparent. Orders via Floriday are ultimately becoming increasingly traceable. This not only improves efficiency but also contributes to sustainable transport: fewer detours, shorter lead times, and less waste in the supply chain.”

Building the future together

The transition requires the commitment of the entire sector. André emphasizes that cooperation is crucial in this regard: “By working together to abandon old techniques and fully commit to Floriday's new infrastructure, we are making the floriculture sector stronger, more efficient, and more future-proof.”

A single central digital platform not only facilitates trade, but also creates a foundation for greater transparency and sustainability. This is the basis on which Royal FloraHolland, together with growers and buyers, is continuing to build the future.

Do you have any questions about this sustainability step or do you have your own sustainability plans? Please contact us at sustainability@royalfloraholland.com.