The parties behind the digital trading platforms Floriday and Blueroots are close to an agreement regarding a link between the two. Although the negotiations are still ongoing, both Marco van Zijverden (shareholder in Blueroots through Dutch Flower Group) and Steven van Schilfgaarde (as CEO of Royal FloraHolland the owner of Floriday) say they’re hoping to reach an agreement before the end of the year.
At the International Floriculture Forum last Tuesday, Van Zijverden said in front of the camera of Floribusiness, the international media brand of Hortipoint, that he’s hoping to make an announcement by the end of the year. The two parties have been talking for some time, ever since Van Zijverden reached out to Royal FloraHolland to discuss the issue via his column in Vakblad voor de Bloemisterij.
During his talk at the Forum, the CEO had already said Dutch Flower Group’s dream is to create an ecosystem that enables a close collaboration between the leading parties in the chain. “The Netherlands as a country doesn’t just want to keep its leading position in floriculture, we also want to strengthen it.”
Steven van Schilfgaarde, CEO of Royal FloraHolland, also hinted that the negotiations might lead to an agreement. Last Wednesday, at the press conference at Trade Fair Aalsmeer, he said he’s optimistic and feels he might be able to share a positive outcome before the end of this year. Van Schilfgaarde didn’t want to say anything about the bottlenecks in the negotiations. “In a way, I’ve already said too much.”
The auction is also talking to other platforms regarding a potential link with Floriday.
The International Floriculture Forum is organised by Union Fleurs, the international flower trade association. HPP Exhibitions facilitates and sponsors the Forum and Hortipoint, known for publications such as Vakblad voor de Bloemisterij and Floribusiness, acts as media partner.