About Floridata

This is us:

  • Reliable partner
  • Foundation, profit is not our objective
  • Passion for the sector
  • Confidential operation with data
  • Solid range of services
  • Our participants come first
  • Small and flexible team (3,8 FTE)
  • Independent and facilitating roll within the sector

Our Mission:

Together strong by sharing data.

Our Vision:

Gather optimal insights from data from and for all chain parties in the floriculture sector.

Manager Wesley van den Berg;

“When you share data and pay a contribution fee, you receive insights in return. This is the basis of Floridata.”
  • It is mandatory to supply debtor information and export data. The supply of purchasing data (for the Sustainable Sourcing Scan) is optional.
  • All data is made available securely and irreducibly through the Floridata portal and is accessible for Floridata participants only.
Current exceptions, where non-participants are receive insights from Floridata.
  • The auctions provide export figures to Floridata monthly. This data is processed for generating the export statistics. In return they receive the top 16 export figures, for internal use only. They have no authorization to use this information for commercial purposes. The auctions are not Floridata participants and therefore have no acces to the Floridata portal and services.
    (Interest for participant: improving market information).
  • Bloemenbureau Holland has access to the market information (Exportcijfers pagina en Landenpagina’s ). Costs are applied for this service.
    (Interest for participant: this information helps Bloemenbureau Holland to align promotion funding to the exporting countries more effectively.
  • The VGB publishes in collaboration with Floridata, at least once per semester, a press release or FloraFlits video about the export developments in the floriculture sector. In this coverage some figures and the most important export developments are explained. The figures that are shared here are kept to a minimum. This is to prevent ‘freeriders’ in the sector from profiting of the market insights without them having to share data.
    (Interest for participant: improve exposure/awareness Floridata and VGB)

    Manager Wesley van den Berg: “We carefully consider these kinds of decisions. The interests of our participants always come first. In case you have any questions as a participant regarding this information, we would gladly accommodate them!”


Floridata offers her participants the following three core services:

All insights within these services are made possible by the participants themselves. These insights are accessible via the Floridata portal or by means of our webservices.

Assurance of data security & GDPR
Naturally, the security of Floridata participants data has the highest priority, and Floridata, with the help of our software suppliers, is taking all possible measures to that end. Within the operating and processing agreements, and Service Level Agreements, advanced techniques in the field of security and monitoring, among other things, are continuously optimized. This minimizes the risk of data leakages, cyber-attacks and malfunctions. Together with its partners, Floridata remains continuously alert to new vulnerabilities.


Down below in the table you can find the yearly costs that are applicable to your organization.

Turnover < € 2.5 M | € 2.5 M – € 5 M | € 5 M – € 10 M | € 10 M – € 50 M | € 50 M – € 100 M | > € 100 M
Contribution per year € 574 € 1,211 € 2,484 € 4,138 € 5,729 € 7,957
  • The prices mentioned above are in accordance with the price level of 2023.
  • Amounts are exclusive of VAT.
  • Turnover means: total amount of all sales (domestic- and foreign) in the previous year.
Please note: The use of the Sustainable Sourcing Scan is optional. With VGB membership the service is accessible at no additional cost. Not a member? Then a fee of €2,500 per year will be charged. This Floridata pays to the VGB, who owns the tool.


Floridata was founded in 2014 due to the abolition of the Hoofdbedrijfsschap Agrarische Groothandel (HBAG). The need for debtor- and market information remained, that used to be supplied by the government institution (HBAG). Former manager Bert Buis explains more in this video about the start of Floridata.

Reliability of export figures
During the times of the HBAG, there was an obligation to supply export figures from the government and therefore almost 100% of the export figures of Dutch companies in floriculture products were known. Floridata is an initiative in which participants voluntarily share data and has a coverage of about 83%. 

Dr. Marcel Kornelis, researcher consumer behaviour to the University of Wageningen, researched in 2014 the reliability of the Floridata export figures. In his calculation he used the historical data of the HBAG, and the assumption that the participants group of Floridata would represent an export coverage of 70%. The reliability appeared to be very high. Read more about it in this blog.


The largest share of our participants are flowers- and plants exporters. Also, several growers and packaging suppliers have a membership with Floridata. They also provide data and pay a contribution fee. Curious who are Floridata participants? Then click on the image down below.

March 2022


  • Floridata foundation works with a small operational team.
  • The board of Floridata comes from outside the sector and has no interests in floriculture.
  • In addition, there is a Supervisory Board consisting of four participating traders. They advise the Board (advisory role) and supervise the policy.

Team Floridata with Management Board

Team Floridata met Bestuur
Watertoren Utrecht August 2022