The History of Royal FloraHolland: From a Small Auction to a Flower Paradise

Royal FloraHolland – the name alone conjures up images of endless rows of beautiful flowers, the exciting energy of auction clocks and the scent of freshly cut roses and tulips. But did you know that this thriving flower empire once started out very small? Today we take a look at the history of Royal FloraHolland and how it grew into the largest flower auction in the world.

1. The humble early years
Royal FloraHolland was officially founded in 1911 in Aalsmeer, a place that is now the heart of the flower world. What started as a small auction in a pub, where local growers came together to offer their flowers, has grown into an international icon. Back then, there were no clocks and complicated logistics processes - just growers and buyers meeting each other, looking for beautiful products and a fair price.

2. The first auction clocks: Innovation in the flower trade
In the 1930s everything changed when the first auction clocks were introduced. This system gave a huge boost to the flower trade; buyers could see at a glance what was available and at what price. The clock was a clever way of bringing supply and demand together. The auction process provided transparency and speed and gave the flower trade more and more international appeal.

3. Mergers and Growth
The 1970s and 1980s were times of enormous growth and development. There were mergers between various auctions in the Netherlands, including the important merger between FloraHolland and Bloemenveiling Aalsmeer in 2008. This gave rise to the current name: Royal FloraHolland. Through the collaboration, the auctions were able to work more efficiently, trade larger quantities of flowers and attract more and more growers and buyers.

4. Technological developments: From the watch to online trading
The digital age brought a new revolution. Today, flowers can be bought online without having to be anywhere near Aalsmeer! Royal FloraHolland now offers digital platforms where flowers and plants are traded 24/7. This makes the market more accessible and allows growers from all over the world to offer their products.

5. The importance of sustainability
Royal FloraHolland attaches great importance to sustainability and works hard to make the flower trade more environmentally friendly and fairer. This includes sustainable packaging, transport with lower emissions and the promotion of environmentally friendly cultivation. With initiatives such as the "Floriway" project, we are working on a sustainable future for the entire industry.

6. Royal FloraHolland today: A thriving global player
Today, Royal FloraHolland is a vast logistical network with auctions in Aalsmeer, Naaldwijk and Rijnsburg. Millions of flowers and plants are processed every day and sold worldwide. It remains a dynamic place where innovation and tradition go hand in hand and where florists, growers and buyers continue to meet.

Royal FloraHolland is not just an auction; it is a living piece of history that is constantly changing, growing and adapting to the times. For us florists, it is the place where everything comes together and where we can rely on for consistent deliveries of the most beautiful products. The world of flowers may change, but one thing remains the same: Royal FloraHolland will continue to bloom - for all of us.