Joint venture FloraHolland, De Winter, Wematrans, Van Zaal

Royal FloraHolland joins forces with leading transporters in the floriculture sector De Winter Logistics, Van Zaal Transport and Wematrans. The joint venture will be called Floriway.

With this partnership, they will be building the best possible logistics chain for the floriculture industry. This way, logistics will be structured as the grower or buyer wishes for all transactions, for both the clock and direct trade. Floriways pursues to make sustainable improvements in efficiency for the sector in the area of floriculture transport.

Royal FloraHolland will have a majority interest in the joint venture. All activities of the transport companies involved are included in the partnership. Including the activities that are not carried out via Royal FloraHolland or Floriday.

The new company will initially operate independently. For their own clients and employees, the transport companies in the joint venture will continue to operate under their own names for now. Therefore, nothing will change for growers and buyers for the time being.

Starting in 2021, there will be a gradual integration of the parties involved. All partners involved are represented in the joint venture’s management. Floriways will be led by Toon Vos as managing director and Frank van Antwerpen as interim financial director.

More sustainable

By offering logistics services via Floriday growers and buyers can receive service at the time or location of their choice. Transport between growers, the marketplace and buyers is to be coordinated to the orders over the platform.

With smart logistics between the grower and the buyer and using the latest technology, Floriways expects to achieve fewer transport movements, making the chain more sustainable. With this joint venture, Florways is both working towards the sustainability goals across the entire sector and allowing the floriculture chain to function even more efficiently.


Steven van Schilfgaarde, CEO of Royal FloraHolland: “Launching this joint venture directly aligns with Royal FloraHolland’s strategy. With the transport companies joining forces and the link to Floriday, we can digitise the logistics chain and make it more sustainable. With this partnership, we can more efficiently structure collecting from the nursery and supplying to Royal FloraHolland’s distribution centres, or directly to the buyer. We ensure smart batch logistics that seamlessly aligns with our customers’ business processes. I am confident that with this, we have taken the first successful step in digitising the logistics chain. Ultimately, everyone will reap the benefits of that.”

Other transporters in the floriculture industry are also invited to speak to Royal FloraHolland about a future partnership. Royal FloraHolland is already in conversations with various parties.


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