Flower Auction in Holland
The Netherlands became the birthplace of the floriculture sector more than a century ago. In recent years, however, horticultural production has been increasing outside of Europe. It’s a trend that will continue in the coming years. The horticultural world is becoming increasingly internationalized, digitized and virtualized.
The unique combination of specialized growers, collective trading platforms and specialist traders in sales and distribution create a cast-iron international supply and marketing system. Professional transport organisations strengthen the logistics function within that system.
Co-operation between all these parties is the powerful instrument that makes the competitive position of the Dutch horticultural industry unique. It makes Flora Holland the gateway to international trade.
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Flora Holland
Flora Holland is a co-operative organisation of and for growers of horticultural products. As a sales organisation, we are expanding a strong international trading platform in the interest of our members. The exceptional combination of our market places and sales support services allows us to help growers in doing business with their customers.
We focus on achieving maximum returns for our members by contributing to high sales revenues at low sales costs.
In the short and long term. Our ambition is to use our services to improve the market position of our members by:
• expanding an international service network to bringing together supply and demand
• adding value and strengthening distinctive qualities in the sales and marketing of flowers and plants
• reinforcing the central position of the Dutch horticultural cluster in the international market
• ensuring an efficient, capable and thriving organisation
Core values of Flora-Holland
Service, Sustainability, Boldness and Clarity are the four core values of Flora-Holland. Our objective is for all employees to use these concepts to underpin their actions.
• Service for our customers
• Sustainable in our relationships
• Bold in our trading
• Clear in our communication
International trade in plants and flowers is growing. This trend will continue for the coming years, thanks in part to the digitisation and virtualisation of the horticultural world.
FloraHolland is expanding an international service network to bring together the supply and demand of horticultural products. Thanks to intensive collaboration between all parties in the horticultural sector, we provide the gateway to international trade.
Flora-Holland as a Trading platform
Flora Holland has a number of market places with an auction clock sales system and a solid logistics network. The focus in Aalsmeer, Naaldwijk and Rijnsburg is primarily on exporting customers. In Bleiswijk and Eelde, the focus is on the domestic market. Veiling Rhein-Maas (Herongen, D) is collaboration between FloraHolland and Landgard. Flora Holland also supports the outlets by providing an intermediary organisation and customised services such as concept development, personal sales, product promotion and market information.
Green-ports in Netherlands
Collaboration is also evident in the various Green-ports. They are horticultural locations of national importance. All links and support companies together form a strong cluster. The Netherlands has five Green-ports, in which all parties are represented. Green-ports are excellent platforms to conduct joint initiatives and to lobby. For example, for better accessibility and more space.
Green-port Holland
Green-port Holland serves the national interest, and Flora Holland is proud to be on its Board. But we work in other ways to build a strong horticultural sector. For example, by setting up joint projects between agricultural education centers and the horticultural world.
Flora Holland is constantly talking to policy-makers, politicians and directors about themes such as sustainability, mobility, use of space, innovation and education. Flora Holland is actively involved in developing chain-wide solutions in areas such as logistics, e-business and entrepreneurship.
For Flora Holland, corporate responsibility means caring about human, environmental and social issues.
In the fields of transport and logistics, we instigate sustainable initiatives such as transport over rails and water, the use of alternative fuels and collective transport. Innovation in energy consumption will be high on our agenda in the next few years.
Our active contribution to two major fundraising events, Ride for the Roses and Roparun, demonstrates our commitment to help the fight against cancer. Similarly, we believe our commitment to excellent service can only be achieved if our employees are proud to work for Flora Holland and are motivated to deliver the best possible performance.
Flora Holland stimulates the innovative entrepreneurship of its members by sponsoring Tuinbouw
Ondernemersprijs and the Glass Tulip. These prestigious awards are presented for horticultural entrepreneurship and best market introduction of the year respectively. In addition, the public can enjoy every year the floral splendour of various flower parades and annual exhibitions.
• Annual turnover: 4.5 billion euros and over 3,500 employees
• Plant and
flower sales: 12.4 billion items a year
• Members: more than 4,500 of which approx. 600 are based abroad
• Customers: 2,400
• Auction clocks: 38
• The Green-port is, with Schiphol airport and the port of Rotterdam, one of the three economic ‘main ports’ of the Netherlands
• Direct and indirect employment within the sector provides 250,000 full-time jobs
• The Green-port is responsible for 20% of the Dutch trade surplus
