Central to the flower auction organisation's new digital strategy is the transformation towards a digital market place for flowers and plants. With over 100,000 transactions per day and 400,000 kinds of flowers and plants the cooperation is the largest physical market place for decorative plants in the world. But set against the far reaching international digitising and the challengers who are looking for ways to disrupt the market with new technology and business models, Royal FloraHolland aims to take on the same prime position in the digital world.
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