Royal FloraHolland | Privacy statement

Privacy statement

Every day, Royal FloraHolland ensures that thousands of flowers and plants find their way to consumers all over the world. To provide a good service, it is essential to collect and store certain data. We do that in a careful and safe manner that complies with the European legislation. We are transparent in our dealings: you can always ask what data we have collected about you. You can rest assured that we deal carefully with your data. In our privacy statement, we comply with the new legislation, the General Data Protection Regulations (GDPR).

Personal data

Personal data describe something about you or that can lead to your identification. For example, your name, address, telephone number or personal e-mail address or the IP-address of your computer. We only collect personal data that you have provided to us. In the table below, you can see what data we collect about you.

What do we use your personal data for?

We not only collect the data, we also process them. 'Processing' is a legal term from the GDPR. Under 'processing' falls everything that you can do with personal data, from collecting to deleting. So it includes consulting, linking up or forwarding. As Royal FloraHolland we may only process personal data if there is a good reason for doing so. If you are a grower or supplier, we process your personal data to implement the contract we have concluded with you. As a visitor to our website or one of our locations, we only process your personal data if you have given us your consent or to safeguard security (camera monitoring).

The law distinguishes between 'normal' and 'sensitive' personal data. Examples of sensitive personal data are information about a person's religion, criminal past or union membership. We only collect 'normal' personal data from you and do not use automated decision-making to serve you.

We store your personal data as long as necessary for the purpose for which we use the data. This may vary from data to data as a result. Sometimes the law prescribes how long we must archive certain personal data. The table below contains our reasons for processing your personal data and how long we can store it.

With whom do we share your personal data?

Sometimes it is necessary to share data with organisations outside Royal FloraHolland. For example, Royal FloraHolland works together with IT chain partners like Floriday. Data about growers and suppliers are exchanged with the manager of this platform to make service provision via this platform possible. At Royal FloraHolland we have contracted out some tasks. For example, a third party manages our website, and another third party prints and distributes our company magazine GROW. In our visitors' centre you can have photos taken that are processed by a third party. In exceptional cases we also provide data when legally obliged to do so. For example, the government could require assistance in cases of fraud.

To ensure that your data are safe, we conclude processing agreements with our partners. This means that they are working in compliance with the GDPR, and we exchange the data safely. We do not exchange data with parties outside the European Union.

Are your data safe?

Royal FloraHolland takes all kinds of measures to ensure that your personal data does not fall into the wrong hands. The systems in which your data are stored are secure. We also agree this with our third parties that process the personal data for us.

If something should happen to go wrong, we correct the situation immediately. Personal data can end up where they do not belong, for example through loss or theft. That is a data leak. We resolve that. We register this data leak with the monitoring authority and, if necessary, those parties whose personal data were involved in the data leak.

Can you review and change your personal data?

Yes, you can. You have a legal right to inspect, correct or delete them. If you want to submit a request, simply send an e-mail to If you wish to withdraw your consent for a service (for example the digital newsletter), you can use the unsubscribe button at the bottom of the newsletter or send an e-mail to

Do you have any questions about privacy or your data?

Coƶperatie Royal FloraHolland U.A. with its offices at Legmeerdijk 313 in Aalsmeer is responsible for your data. At all our locations, we follow the same policy, which complies with the GDPR. If you have any questions about privacy or your personal data, send an e-mail to

What personal data of yours do we process?

  • Growers and suppliers
    We collect data from growers and suppliers that we need to carry out the logistic process that forms part of a concluded agreement. We archive these data for 7 years after the last transaction for the Tax Office. Then we delete the information or anonymise the transactions.
  • Camera monitoring
    All of our locations are fitted with cameras. They are important for your safety, and for that of our colleagues and products. We delete the camera images after four weeks, unless there is a good reason to retain the images for longer, for example for a police investigation.
  • Events
    At our locations we regularly organise events which you can participate in as a grower, supplier or visitor. For organisational purposes we ask you for your name, e-mail address and telephone number. We use this information to organise the event, keep you informed about the event, and approach you in the future with information, special offers, or events. the surfing behaviour of our visitors to match advertisements they will be shown to their search behaviour.

Information policy

The recording of data is necessary for Royal FloraHolland's service provision, for example for order processing, financial processing, logistic activities and implementing corrections. In addition (transactional) data, is used for the creation and provision of reports/market reports, price suggestions, marketing advice, etc. In the case of reports shared by Royal FloraHolland, this information cannot be traced back to an individual company. Our goal is to allow the floriculture chain to function more efficiently and data can help in this.
With regard to any data entrusted to Royal FloraHolland, users of the marketplace and Floriday have access to personal data at all times. In addition, Royal FloraHolland complies with the applicable laws and regulations for privacy, competition and data security. Integrity and confidentiality are paramount, something we can demonstrate at all times.

Current and supplementary measures

With the advent of Floriday, and as a result of 100% Digital, Royal FloraHolland maintains the following measures and additional measures have been taken:

  • Access to data is exclusively limited to those employees who are required to have this data by virtue of their position, the Client Contact Centre in order to deal with queries and Financial Services in order to carry out financial transactions.
  • In order to increase awareness, all Royal FloraHolland employees have been and will continue to be trained in the Royal FloraHolland Code of Conduct, which indicates, among other things, how to deal with commercially sensitive information. In addition, a great deal of attention is paid to Security Awareness training courses (for example, employees have a duty of confidentiality).
  • In the case of detected or reported violations or deviations, the HR policy, in which sanctions are laid down for these, is applicable.
  • Technical measures have been taken to regulate access to our systems: authentication (is the person seeking access really the person he/she claims to be?) and authorisation (what can you do as a user in a particular environment?) Furthermore, procedural measures have been taken to determine how changes are implemented in IT systems.
  • The 'Royal Floraholland Information Policy Committee' formulates our information policy and monitors its implementation.
  • The 'Internal Audit' department of Royal FloraHolland and the external auditor from PWC conduct an annual investigation into the design, existence and operation of the above measures.

Floriday information policy

Royal FloraHolland is developing a new digital infrastructure for the floriculture industry. By the end of 2020, all direct transactions will be 100% Digital. As part of 100% Digital, growers and buyers are making more data from direct transactions available to Floriday than before. This is leading to queries from the market regarding what Royal FloraHolland can and may do with this data. In this news item, we explain our data policy and how we have tightened it up over the past few months thanks to feedback from growers and buyers.

Royal FloraHolland seeks 100% integrity in the handling of data on Floriday, with guarantees in implementation that this is done in accordance with transparently communicated and monitored policy. In the market, growers and buyers do business with each other in different ways. Forward supply, contract trade, requests and seasonal offers are just some of the forms that are available. In the new circumstances, the functions in Floriday make it possible, for example, to digitally record contract information between grower and buyer, such as agreements on prices, quantities, labels and stickers and other conditions. It is of great importance that growers and buyers can rely on integrity in the handling of data.

Digital newsletter, GROW magazine and the Royal FloraHolland app

Four times a year we publish our company magazine GROW. You can subscribe to it free of charge. To be able to send you the magazine, we save your data.

My Royal FloraHolland is a personal digital environment that you have to log into to access. Only you can view those pages. With the Royal FloraHolland app you always have personalised news and your information within easy reach. For several sections you have to log in because access to the information is restricted to you. To be able to use this app, you grant consent by agreeing to the privacy statement.

Website and cookies

Royal FloraHolland makes use of cookies and other techniques on its websites. Cookies are tiny information files from a website that are stored on the device you use to visit the website, such as a computer, tablet, smartphone or smartwatch. When we refer to 'cookies' below, we also include comparable technology.

Cookies make it possible to recognise your web browser. We use three different types of cookies:

  1. Functional cookies are needed for the operation of the website. We use them, for example, to offer you the possibility to remain logged in to My Royal FloraHolland;
  2. Analytical cookies examine how a website is used, e.g. which pages are commonly opened, so we can improve the website experience. We use Google Analytics for this purpose and mask your IP-address;
  3. Tracking cookies (also called marketing cookies) document

More information about our privacy statement?