ReadersDigestAustraliaNewZealand-March2018

March• 2018 | 95

READER’S DIGEST

China and India are helping to drive

growth – despite becoming flower

producers themselves.

The Netherland’s history-con-

sciousfloristshavechosentomove

with the times. Opening Royal Flo-

raHolland’s auction floor to tourists

has also helped increase interest in

the 125-year-old procedure. Today,

rom around the

can witness the

er auction first-

d, and through an

ormation-packed

tal tour get to fully

erstandwhatgoes

behind the scenes

is genuinely Dutch

ution.

directly with retail customers via the
internet, the entire Royal FloraHol-
land cooperative auction business
model was becoming less relevant.

Overhauling the Bouquet

In January 2014, Royal FloraHolland
appointed a new CEO, Lucas Vos, who
lost no time in reviewin pera-
tive’s operations. His
and the return of sho
buying in florists
solid improvements.
2016, the consumptio
of flowers and house
plants in Europe ros
by 1% to €35.9 billio
Emerging marke
such as Brazil, Mex

y

visitorsfr

world c

flowe

hand

info

digi

und

onb

ofthi

institu

p

schanges

oppers

saw

In

on

e-

se

n.

ets

xico,

Royal FloraHolland moves more than 12 billion plants and flowers annually