(Ecofin Agency) - Netherland could lose its position as global leading flower seller, as African producers now prefer selling their output directly to their customers rather than use the logistics platform, FloraHolland. 50% of flowers sold around the world passes through this platform and last year, it generated around €4.6 billion.

Lucas Vos, CEO of FloraHolland noted that sales conducted by members of the platform who do not use it, have increased by 3.8% to €2.3 billion, last year. The lack of interest is due to the platform’s out-dated auction system, as the platform is almost 100 years old. The company thus decided to invest €90 million in its modernization and to develop an online platform. “It will be like the Tinder or Airbnb of flowers,” said Lucas Vos. He added that FloraHolland will open hubs in China and India which it fails to serve appropriately at the moment.

FloraHolland handles 50% of flower sales in Kenya, and 70-80% of Ethiopia’s.

Aaron Akinocho