An impactful sector

Flowers and plants are not only beautiful to look at, they also have great economic and social value. Floriculture provides innovation, knowledge development and employment, in the Netherlands and far beyond.

The Netherlands is a global leader in the production, trade and logistics of flowers and plants and forms the heart of a unique ecosystem in which growers, traders and logistical parties work closely together.

Sources: Royal FloraHolland (2025); CBS (2024)

Smart and efficient logistics

The Netherlands is the logistical hub for flowers and plants.
Digital marketplaces and physical hubs ensure that fresh products go from source to customer within 24 hours. The chain invests in more efficient and sustainable transport, while maintaining quality and freshness. European sales are concentrated within a radius of approximately 700 kilometers, so that the Netherlands actually serves the internal market for a large part of Europe.‍

Sources: Royal FloraHolland (2025); CBS (2024)

A major global player

The Netherlands has had a strong tradition in growing flowers and plants for centuries and still plays a key role in global trade today.

From a network of auctions, trading centers and distribution hubs, millions of flowers and plants are distributed around the world every day. What makes this sector special is the combination of knowledge, innovation and efficiency. This ranges from modern greenhouses to smart logistics and technology.

Floriculture has an export value of over €9.1 billion per year and contributes approximately €6.6 billion to Dutch GDP. This makes it the second agricultural export product in the Netherlands after dairy.

Sources: Royal FloraHolland (2025); CBS (2024)

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International connection

Part of the range comes from countries around the equator and highlands.
Climate and altitude ensure consistent quality, for example long stems and large flower buds in roses. The Dutch network bundles, processes and distributes products quickly for the European market.

Most cut flowers and houseplants sold in the Netherlands are of Dutch origin. Every year, around 9 billion cut flowers are sold, of which around 6 billion come from the Netherlands itself. The remaining part, around 3 billion flowers, is imported from abroad. Roses account for the largest share of this import: around 2.5 billion roses come from countries such as Kenya and Ethiopia. In addition, Israel (with 182 million summer flowers) and Spain (with 108 million flowers) are important exporters to the Netherlands. Other countries each deliver less than 100 million flowers per year.

For houseplants, most of them are produced in the Netherlands. Nevertheless, Belgium and Germany are also important production countries, and to a lesser extent Denmark and Mediterranean countries. This means that almost all houseplants sold in the Netherlands come from the Netherlands or from the immediate neighboring countries. Of the turnover of Royal FloraHolland, the largest trading platform for flowers and plants, just under 20% of the total turnover of 5.2 billion euros comes from abroad. This percentage varies by product group, but underlines that most of the flowers and plants in the Netherlands are produced themselves or are traded through Dutch auctions.

Sources: Royal FloraHolland (2025)

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Work and prosperity

Floriculture employs around 65,000 people in the Netherlands and more than 400,000 people worldwide, especially in countries such as Colombia, Ecuador, Kenya and Ethiopia.
These jobs provide a stable income for many families and contribute locally to education, health care and gender equality.
Whoever buys a bouquet therefore supports not only Dutch entrepreneurs, but also people in other parts of the world who grow with skill and care.

‍Sources: WUR (2023); Kenya Flower Council (2024); Fairtrade International (2024)

Fairtrade in-depth info: fair trade and local impact

In countries such as Kenya, Ethiopia, Colombia and Ecuador, floriculture offers work, income and education.
Fairtrade projects invest premiums in local facilities and strengthen the position of women in the workplace.

‍Sources: Fairtrade International (2024); Kenya Flower Council (2024)

Innovation and sustainability as drivers

The strength of Dutch floriculture lies in continuous innovation.
Companies are investing in renewable energy, better water management and cleaner cultivation methods. Every year, almost €1 billion goes to research and development. This accounts for approximately 5% of total Dutch R&D expenditure.
This is how the Netherlands continues to lead the world with knowledge, technology and responsible entrepreneurship. The ambition: a future-proof, climate-neutral and people-oriented floriculture sector that continues to contribute to the economy, work and well-being.

Sources: Horticultural Agreement (2023); CBS (2024); Wageningen Economic Research (2024)

How do we buy flowers and plants?

The Dutch spend around 1 billion euros a year on flowers and plants.
Sales channels: around half via florists, around a third via supermarkets, the rest through garden centers and outpatient trade.

Sources: CBS (2024)