The World Flower Exchange. A platform for the digital transaction process and the digital exchange of market knowledge, ideas and innovations. It is an important aim of the FloraHolland 2020 strategy to establish the World Flower Exchange by 2020.
The plan is to have a billion euros in sales through this virtual platform. How? We asked Martijn van Os. He is part of the programme team exploring the design of the World Flower Exchange.
"It's easier to explain why we're doing it than how we plan to achieve it. We see important trends in the sectors we interact with, and within the horticultural sector itself. The sector is evolving from supply-oriented to demand-oriented. The trade is heading towards a 24/7 market. We observe the growth of e-commerce platforms. And we want to continue to offer our members and their customers great access to the world trade in flowers and plants in the future as well."
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