Dutch rose growers to launch new online flower auction

Added on 21 March 2022

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Dutch rose growers to launch new online flower auction

DELFT, Netherlands: Discontentment with the way flower auctioning in the Netherlands currently is done, is what drives rose growers Arie van den Berg (Berg Roses) and Paul Holla (Holla Roses) to act entrepreneurially. The launch of their new online flower auction is imminent.

Online Flower Auction's mission is ambitious: collaborating with growers and buyers worldwide to progress from today to tomorrow using the most modern auctioning techniques.

Let there be no misunderstanding; there are no major differences between the Online Flower Auction - to launch in the Netherlands this spring - and the world's largest floral trade hub and auction Royal FloraHolland. Both strongly advocate further digitalisation of the cut flower trade. Yet, rose growers Van den Berg and Holla are unhappy with the speed with which the flower industry is going digital and flowers and plants are distibuted.

Online Flower Auction wants to create a future-proof clock auction, which can count on the support of the entire industry. To achieve such goal it has teamed up with remote buying software suppliers Aucxis, Kosmos auction system and HortiNL. The latter will link the platform with existing systems and based on the standard in the ornamental floriculture industry.