Royal FloraHolland joins forces transporters De Winter Logistics, Van Zaal Transport, and Wematrans. T

Royal FloraHolland is to join forces with leading transporters in the floriculture sector De Winter Logistics, Van Zaal Transport and Wematrans. The joint venture will be called Floriway. With this partnership, they will be building the best possible logistics chain for the floriculture industry. This way, logistics will be structured as the grower or buyer wishes for all transactions, for both the clock and direct trade. At the same time, we are making sustainable improvements in efficiency for the sector in the area of floriculture transport.

Royal FloraHolland will have a majority interest in the joint venture. All activities of the transport companies involved are included in the partnership, including the activities that are not carried out via Royal FloraHolland or Floriday. The new company will initially operate independently. For their own clients and employees, the transport companies in the joint venture will continue to operate under their own names for now. Therefore, nothing will change for growers and buyers for the time being. Starting in 2021, we will have a gradual integration of the parties involved. All partners involved are represented in the joint venture's management, led by Toon Vos as managing director and Frank van Antwerpen as interim financial director.

Making the logistics chain more sustainable
By offering logistics services via Floriday, the digital trade platform for the floriculture industry, growers and buyers can receive service at the time or location of their choosing. Transport between growers, the marketplace and buyers is to be coordinated to the orders over the platform. With smart logistics between the grower and the buyer and using the latest technology, we will need fewer transport movements, making the chain more sustainable. With this joint venture, we are both working towards the sustainability goals across the entire sector and allowing the floriculture chain to function even more efficiently.

Digitising logistics services
Steven van Schilfgaarde, CEO of Royal FloraHolland: "Launching this joint venture directly aligns with Royal FloraHolland's strategy. With the transport companies joining forces and the link to Floriday, we can digitise the logistics chain and make it more sustainable. With this partnership, we can more efficiently structure collecting from the nursery and supplying to Royal FloraHolland's distribution centres, or directly to the buyer. We ensure smart batch logistics that seamlessly aligns with our customers' business processes. I am confident that with this, we have taken the first successful step in digitising the logistics chain. Ultimately, everyone will reap the benefits of that."

Other transporters in the floriculture industry are also invited to speak to Royal FloraHolland about a future partnership. We are already in conversations with various parties.

Logistics merged for Clock and Direct
Floriculture is digitising, and growers and buyers increasingly trade with each other directly. Floriday supports both direct trade and the auction clock, and serves a large international network with a wide range of support services. With the 100% Digital program, the entire floriculture industry will use Floriday - to which Blueroots is also connected - by the end of the year. The new partnership will enable logistics for both the clock and direct channels to be executed together as one.


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