Royal FloraHolland is joining forces with hauliers De Winter Logistics, Van Zaal Transport and Wematrans. Under the joint venture 'Floriway', they are working on the most optimal logistics chain for ornamental plant cultivation.
The new company, in which FloraHolland flower auction will have a majority stake, will initially operate independently. The participating transport companies will also operate under their own names for the time being.
From 2021, gradual integration will take place between the parties involved. All activities of the transport companies are included in the partnership, including those that do not run through FloraHolland or Floriday.
Digitisation and bundled logistics
Floriday, not to be confused with Floriway, is the digital trading platform for floriculture. Growers and buyers can trade directly with each other on it. Floriway's logistics services are linked to this platform, allowing growers and buyers to choose the time and location themselves. Transport between growers, marketplace and buyers will be smartly coordinated accordingly. This bundled logistics will make the floriculture chain more efficient and will also make it more sustainable, as fewer transport movements will be needed.
Steven van Schilfgaarde, CEO Royal FloraHolland: "We can organise garden collection and supply to Royal FloraHolland distribution centres or directly to the buyer more efficiently thanks to the partnership. We provide smart, bundled logistics that fit seamlessly into our customers' business processes. I am confident that this is a successful first step in digitising the logistics chain. In the end, everyone will reap the benefits."
Royal FloraHolland says it also wants to enter into talks with other carriers in the sector about future cooperation. Talks are already taking place with several parties.
