Monetizing sustainability with Royal Flora Holland

Published on February 8, 2023

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Traceability as a starting point for sustainable flower brands

There has been a huge transition of the business model in the flower industry over the past decade. Where flowers were physically traded "over the clock" in the past, nowadays this is almost exclusively done digitally. The product is now presented with photos, for direct trade or for purchase via on-the-clock markdown.

That digital revolution has made the industry more dynamic, but that does not end the transition. Increased demand from retailers for sustainability is confronting growers and flower traders with new, complex issues.

We sit down with Steven van Schilfgaarde, CEO of Royal FloraHolland, the Netherlands' largest flower trader. He explains to us how sustainability will change the flower industry in the coming years.

What are the strategic sustainability issues that currently concern you?

"For me, sustainability can be…

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