Flower Alliance eyes digital green shoots

Carts of various variety of flowers staging at Aalsmeer FloraHolland Leadership in flower logistics © Jordan Tan

The Holland Flower Alliance is leading the way in new directions – with an approach that embraces all stakeholders.

Flower logistics are not standing still. The Royal Flora Holland Aalsmeer Flower Auction and Amsterdam Airport Schiphol have been long-standing and prominent fixtures of the flower universe – the former being the world’s largest and most famous flower auction, and the airport as the gateway connecting Aalsmeer to origins and markets around the world.

But both organisations know that today’s bloom wilts ...