Royal FloraHolland and FloraXchange create single digital platform

Digitalizing the floriculture sector will get a serious boost now that Royal FloraHolland – who operate a system called FloraMondo - and FloraXchange have joined forces.

The global marketplace for flowers and plants took a controlling interest in the FloraXchange platform in June and marks the starting point of one single digital platform for growers. As a result global trading in the floriculture sector will become more accessible and simpler, and hasten the process of much-needed innovation.

Previously the two companies had been using their own systems with growers often having to enter the same data twice. Now the systems will be integrated into a new platform called to take the best elements from both to create a new global platform where growers can manage their product offerings, orders and logistics with one single dashboard connecting them to all buyers, be it through the clock or directly.

Gerhard van der Bijl, Chief Digital Officer of Royal FloraHolland, who will join the management team of the new company, told us: “As a global marketplace we are convinced that we can offer all growers and their customers better and quicker digital trading opportunities. Joining forces with FloraXchange is an important step towards realising that goal. We can use each other’s knowledge, resources and connections to boost trade in the floriculture sector.

A view shared by Martijn van Andel, Head of Business Development of FloraXchange who told us: “Ever since we launched we’ve been striving for more efficiency in the floriculture sector by improving the link-up between grower and buyer. A year ago, we decided to change course and become a more open organisation, in the interest of floriculture as a whole. The talks we held with Royal FloraHolland have convinced us that the interests of the exporting companies are safeguarded too. We feel this is a requirement if you want to significantly improve the sector."  To find out more visit