Royal FloraHolland: physical commodity exchange in Aalsmeer; Naaldwijk, Rijnsburg and Eelde
Royal FloraHolland is a cooperative marketplace combining flower and plant auctions with direct trade and logistics.
AGR-068 · Physical commodity exchange · Aalsmeer; Naaldwijk, Rijnsburg and Eelde, Netherlands · EUR
International cooperative marketplace for flowers and plants
Royal FloraHolland is a cooperative marketplace combining flower and plant auctions with direct trade and logistics. Aalsmeer is a widely recognised address, but the financial and volume figures cover the organisation as a whole. Product turnover reached EUR 5.4 billion in 2025. The annual report also records a 2% reduction in the number of flowers and plants sold compared with the previous year, illustrating the distinction between trading value and physical units.
Floriday and the related price-information services are important entry points for users. RFH Insights provides sales results and market comparisons, but requires an account and offers broader functionality through subscriptions. The operator's help centre distinguishes free visibility of one's own results from paid analytical features. The directory therefore links to access information rather than promising an open price table for every species. An individual item's price depends on its specification and sales channel.
A florist, wholesaler or retail-chain buyer should specify species, variety, stem length or pot size, quantity and required date. For cut flowers, development stage, batch consistency and remaining vase life matter; for potted plants, overall appearance and packaging also influence suitability. Plan how purchases from several suppliers will be consolidated into one shipment and establish responsibility during handling. The product price is only part of the cost, alongside logistics services, packaging and transport to the customer. A cheaper stem may provide less commercial value if its presentation or remaining life does not meet the intended retail requirement.
A grower should prepare consistent catalogue data, reliable photographs and a regular availability programme. Before selling, confirm the appropriate supplier status, quality requirements, arrival notification process and current charges for the chosen channel. Returnable packaging and prompt handling of quality claims also need attention. Comparison with an average price is meaningful only for similar varieties, lengths and grades. Holiday demand and the gardening season can change order composition as well as quantities. Production planning should therefore be assessed against the grower's own transaction history and information from actual buyers, alongside the broader platform results. Retain the precise product attributes behind each comparison so that changing sales mix is not mistaken for a deterioration in the price of an identical item.
What is priced: Cut flowers and ornamentals, Nursery, pot and garden plants
Where to find the prices
Products and quotations
Cut flowers; Potted plants; Garden plants
Key figures
- Product turnover: 5,400,000,000 EUR (2025). Royal FloraHolland as a whole; not Aalsmeer alone.
- Change in units sold: -2 (%). Period: 2025/2024. Flowers and plants combined; not a price change.
Sources
- Royal FloraHolland — annual report 2025
- Royal FloraHolland — annual report PDF 2025
- Royal FloraHolland — data services
- RFH Helpcenter — Insights access
All agricultural exchanges, markets and price sources
