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At the Sector Platform Meeting on 26 January, representatives from commercial organisations, growers and supply chain organisations met to discuss progress and next steps regarding Floriday and sector-wide digitisation. The main question was: how can we work together to drive the next phase of growth in the flower trade?
Positive outcome from data audit: governance in place
The meeting started with some positive feedback on the data audit conducted recently on Floriday. The findings were that governance relating to data is implemented reliably. This is an important foundation for further digitisation and confidence in the platform.
Floriday adoption: focus on acceleration among flower growers
It also reflected on the current level of Floriday adoption. Increasingly, buyers are taking the initiative for placing direct orders through the platform, with growers no longer having to process orders manually. At the same time, adoption by product group shows clear differences. For plants, the use of buyer-initiated orders is already well advanced, while for flowers it still lags behind significantly. Which is precisely where the most important joint challenge lies for the period ahead.
Possible follow-up steps for accelerating adoption among flower growers were discussed at length. One widely supported option is to focus on certain product groups, building consensus within each to boost buyer-initiated orders and communicate this collectively as a group. The commercial organisations and growers who attended see this approach as a necessary step to overcome lack of commitment and set the tempo jointly. Crucial here is support within the sector, as in this case the switch will be made by growers themselves.
2026 roadmap: transparency and mutual understanding
It also looked ahead to the Floriday roadmap for 2026. The subject areas were outlined briefly. Some key developments include expansion of Floriday Daytrade in Aalsmeer, improvements for flower growers including optimisation for the 'Batch Prices' feature, track and trace information and multi-factor authentication for a secure digital platform. The issue of 'supply chain labels' is not being pursued at the moment. The importance is recognised, but the timing is not yet appropriate within the current phase and current developments. You can also find out more about Floriday's plans for 2026 in this video.
Sustainability: packaging register
On the theme of sustainability, the packaging register was discussed. Progress on the packaging register has been delayed. Reasons include limited data supply from packaging suppliers and lack of demand still from commercial organisations. Floricode is considering next steps, including a specific test with a buyer to understand coverage better.
Working together on direction and communication
Finally, it was stressed how important it is to make discussions at the table transparent. Clear communication about the Sector Platform Meeting helps the sector move forward, get involved and identify a common way forward. The next Sector Platform Meeting will be held on 25 March 2026.
The Sector Platform meeting enables growers, exporters and Floriday to work together to create a transparent, reliable and digital sector. Participating organisations: FM Group, Royal Lemkes, Van der Plas Group, Dutch Flower Group, KP Holland, Florius Flowers, Lugt Lisianthus, VGB and Royal FloraHolland.
If you would like to know what was discussed, or you have any ideas you would like to share, then contact our Floriday support team on 0174-352070 or support@floriday.io.