The global market for ornamentals is growing, as is the number of plants and flowers traded through the Netherlands. Meanwhile, volumes traded through Royal FloraHolland are in decline. The auction has been trying for years to increase trade volumes.
In November 2020, Ruud Knorr, Chief Commercial Officer at Royal FloraHolland (RFH) since 1 April of the same year, gave an interview to Bloemisterij magazine. With RFH seeking to grow its global share in ornamentals, one of Knorr’s responsibilities at RFH was internationalization. “Not growing means having to tweak the expenses,” Knorr said.
The CCO was upfront about it: growth is vital to RFH. He spoke very highly of Floriday, saying that “with Floriday, we have the opportunity to complete all transactions digitally, giving us many more options to do business internationally.” At the time, Knorr also announced the new membership model eventually introduced in early 2024 as another means to interest growers in conducting business through RFH.
