Royal FloraHolland

Royal FloraHolland is a Dutch cooperative of flower and plant growers that runs trading markets for cut flowers and plants, mainly through clock auctions in which prices drop until a buyer accepts. It operates several trading locations across the Netherlands, including the Westland and Aalsmeer sites, and it also runs digital trading platforms that connect growers with buyers worldwide. It matters in the Netherlands because much of the country's flower and plant trade, and the horticultural sector around Westland, depends on its auctions and logistics.