FloraHolland is a flower auction company located in The Netherlands. It is a primary cooperative business which is owned by its members. FloraHolland is located at six different locations which are Aalsmeer, Naaldwijk, Rijnsburg, Venlo, Bleiswijk and Eelde.
Five days per week the flowers and plants are auctioned at one of the 40 auction clocks at the different locations. The direct trading agency called FloraHolland Connect is active in all auctions and in the tree nursery center in Boskoop. Their focus is on long term trading and day trading.
The most important countries where the flowers and plants come from are The Netherlands, Kenya, Israel, Ethiopia, Ecuador and Germany. The most important export countries for FloraHolland are Germany, United Kingdom, France, Italy and Belgium.
FloraHolland has 5.200 members, 9.000 suppliers, 3.500 customers and employs 4.500 people. The Dutch floricultural business creates, directly or indirectly, 250.000 full time jobs for people worldwide.
The principle of the Dutch Bloemenveiling is copied all over the world. For example, you will find a 'veiling' in Johannesburg, South Africa, and Holambra, Brazil.
FloraHolland is a floricultural cooperation, owned by the members and growers. FloraHolland works (as growers collective) as a non-profit organization with the primary task to bring together supply and demand.
Historically, traders needed to go to their auction to buy their floricultural products. They have the possibility to buy either early morning at the clocks for prices that are determined during a bidding process or at the direct trading agency for fixed prices.
The bidding process is a system with a clock running from a high price to zero. The potential buyers, mostly floricultural wholesale traders, are gathered sitting on the stands of a big auction room. The first person to push his buying button in his specially equipped buying desk is the buyer of (a part of) the auctioned lot.
Since 1997 traders may also buy remotely through i-KOA (internet Kopen Op Afstand). Buying on i-KOA makes it unnecessary to go to the auction, because the traders are remotely connected to the clocks.
The traders will receive their purchased lots within one hour after auctioning in their warehouse through the auction’s internal transport system. After this the flowers and plants may be further processed into bouquets for export or trade on the Dutch market.
FloraHolland has been created a number of mergers. In 1987 the flower auctions of the Berkel Area and the Westland started working together in a cooperation. In 1992 the two auctions merged completely and continued under the name Bloemenveiling Holland.
On January 1, 2000 Bloemenveiling ‘t Noorden and Bloemenveiling Flora merged. Bloemenveiling ‘t Noorden adapts the name Bloemenveiling Flora.
Two years later, on January 1, 2002, Bloemenveiling Flora and Bloemenveiling Holland merged to become FloraHolland. On July 1, 2002 Floraholland merged with the flower department of Bloemenveiling ZON.
FloraHolland has taken over the former Coöperatieve Boskoopse Veiling by November 1, 2006. The activities of the Coöperatieve Boskoopse Veiling are continued under the name FloraHolland Boskoop BV.
On October 26, 2006, the management of the two largest flower auctions in the Netherlands, FloraHolland and Verenigde Bloemenveilingen Aalsmeer (VBA) signed a principal agreement aimed at a merger between the two auctions. On August 21, 2007, the Dutch Competition Commission granted permission for the merger.
On September 19, 2007 Members of both cooperatives voted for the merger. On January 1, 2008, the two cooperatives merged. The company will continue under the name FloraHolland, combined with the tulip logo of VBA and Aalsmeer is the headquarters. The combination consists of three export auctions, three regional auctions, one direct trading agency and one sourcing (import) division. Together they form the largest flower auction in the world, with an annual turnover of over € 4 billion (2007 figures).
Nowadays traders are slowly moving away from the stands of FloraHolland. This is caused by the successful development of broad band internet in combination with the introduction of i-KOA with real product images in March 2008. More and more companies decide to go remote for their buying.
FloraHolland maintains 1,600 i-KOA connections early 2010. Most of these connections are still in the Netherlands (1,200), but more and more foreign companies (already 400) connect through Dutch intermediary companies. This way FloraHolland makes buying on the clocks available for floricultural wholesalers all over the world.
Already 45% of all flowers that are auctioned on the three biggest auctions of FloraHolland (Aalsmeer, Naaldwijk and Rijnsburg) are bought through i-KOA. This percentage is still growing.