At a fully packed auction hall in Herongen, Germany, Veiling Rhein-Maas presented its 'Customer of the Year 2026' and 'Supplier of the Year 2026' awards. The two Veiling Rhein-Maas Awards formed the highlight of this year's Customer and Supplier Day, where digitalisation was the central theme of the event. ZVG chair Eva Kähler-Theuerkauf also addressed this topic in her opening speech.
Veiling Rhein-Maas organised the Customer and Supplier Day for the twelfth time. The annual event, traditionally held at the start of the year, is widely regarded as the first major industry gathering of the green sector, with a strong focus on German-Dutch horticulture. As in previous editions, the auction hall in Herongen was almost completely filled.
© Veiling Rhein-Maas
As in the previous year, the event was opened by Eva Kähler-Theuerkauf, chair of the Zentralverband Gartenbau (ZVG). In her address, she spoke candidly about the volatile environment in which the green sector is currently operating. Rising costs, changing marketing channels, increasing regulatory requirements, climate change and unresolved succession issues present significant challenges for many businesses.
In this context, Kähler-Theuerkauf described Veiling Rhein-Maas as a beacon of stability — a reliable anchor and an economically strong centre within Europe during uncertain times. She concluded her speech on an optimistic note: "Together, the sector will succeed in meeting these challenges and actively shaping its future. That future does not emerge at a single moment in time, but is created every day in our companies." According to Kähler-Theuerkauf, collective commitment and working with genuine conviction are key to moving the sector forward.
During the Customer and Supplier Day, video messages were also shown from Sven Kreisig, chair of the Supplier Advisory Group, and Werner Schnitzler, spokesperson for the Trade Committee of Veiling Rhein-Maas. The management of Veiling Rhein-Maas closely aligns its operational approach and overall strategy with these two bodies. In their messages, Kreisig and Schnitzler emphasised the importance of Veiling Rhein-Maas for both suppliers and customers and expressed their intention to continue developing the company in close cooperation with its management.
© Veiling Rhein-Maas
Review of 2025 and outlook
Cees Hoekstra and Günther Esser, the management board of Veiling Rhein-Maas in Germany, presented a joint review of the 2025 financial year and outlined key themes and projects for 2026. In 2025, Veiling Rhein-Maas achieved a product turnover of €424 million, representing a slight increase compared with the previous two years.
"We are satisfied with the overall product turnover for 2025, but we also see further potential in our marketplace," said Günther Esser and Cees Hoekstra. "With more favourable framework conditions, we hope this potential will become even more visible in 2026."
The results of a customer survey conducted during the year provide guidance for further optimisation in areas such as purchasing, services and product range. Overall, the survey showed a high level of customer satisfaction with Veiling Rhein-Maas.
One of the key focus areas for 2026 will be the development of new services for the Veiling Rhein-Maas Service Center. In addition, the auction organisation has developed a new service package aimed at potential customers located further away from the Lower Rhine region. This service is designed to connect these customers to Veiling Rhein-Maas in terms of purchasing and logistics. A pilot project involving deliveries to customers in southern Germany is planned as part of this initiative.
© Veiling Rhein-Maas
Election of the 'Customer and Supplier of the Year 2026'
The highlight of the day was the election of 'Customer of the Year 2026' and 'Supplier of the Year 2026', decided by those present in the auction hall. Companies were invited to enter the competition by presenting their digitalisation initiatives as either a customer or supplier of Veiling Rhein-Maas.
The finalists introduced themselves to the audience through short videos, demonstrating how digitalisation is being implemented in practice within their companies.
© Veiling Rhein-Maas
Here are the winners of 2026
The title of Customer of the Year 2026 was awarded to flower shop Blumen und Floristik Luy from Kastellaun, Rhineland-Palatinate, Germany. Owner Julia Luy, who represents the third generation running the business, explained in her presentation how central digitalisation has become to daily operations.
The company replaced its traditional loyalty card with a customer app that allows clients to collect points while also communicating directly with the business. Blumen und Floristik Luy also operates a flower vending machine offering flowers 24 hours a day, with sales managed digitally via an app. In addition, the company maintains a strong online presence: its website provides extensive information and includes an ordering and delivery service. Social media currently plays an important role, with active use of Facebook, WhatsApp and TikTok.
Other finalists in the Customer of the Year category were Uhrfrisch.de from Krefeld (Germany) and Greenzone GmbH from Straelen (Germany).
The Supplier of the Year 2026 title went to Dutch company Van Son & Koot from Kaatsheuvel, represented at the event by co-owner and commercial director Sebastiaan van der Heijden. The company has invested in a modern ERP system that integrates production, purchasing, sales, logistics and financial performance indicators. All relevant data is brought together in a central dashboard, which is used to generate AI-supported forecasts for costs, labour and turnover.
To improve internal communication between its various locations, Van Son & Koot has developed its own employee app. The company also operates an in-house marketing department that manages its social media presence on LinkedIn, Facebook, TikTok, Instagram and Pinterest.
Other finalists in the Supplier of the Year category were Dutch growers Kwekerij Piet Vijverberg from Monster and Villa Gerbera | Villa Curcuma from Honselersdijk.
"Congratulations to Blumen und Floristik Luy and Van Son & Koot on winning the Customer of the Year and Supplier of the Year awards," said Cees Hoekstra and Günther Esser, members of the management board of Veiling Rhein-Maas. "Both companies clearly demonstrate how digital tools can be meaningfully integrated into daily operations, resulting in faster, more connected and more efficient processes. They represent many other businesses in the green sector that are using digitalisation in a focused way to prepare for the future. We also thank all other finalists and candidates, whose ideas provide valuable impulses for the industry."
The second part of the Customer and Supplier Day focused on networking. For this purpose, Veiling Rhein-Maas transformed one of its logistics halls into an event space of more than 1,100 square metres, equipped with modern event technology, catering facilities and a central Meet & Match area.
© Veiling Rhein-Maas
Looking ahead to 2027
The next Customers and Suppliers Day will take place on January 12, 2027. On that day, Veiling Rhein-Maas will present the awards to the winners of the 'Customer and Supplier of the Year 2027' election.
Source: Veiling Rhein-Maas
