The Dutch Flower Industry

INTRODUCTION The Netherlands plays an important role in cut flower trade in the world. It is the home of one of the most effective and innovative producers in the world, providing access to various marketing channels and financial information, storage and logistics facilities, and one of the most successful areas of cut flower production and distribution I am doing it. The Netherlands economy (Huck, 1992). The Netherlands is also the world's largest exporter of flowers, accounting for 65% of the world's export market (Haak, et al., 1992).

Facing the strict regulation of chemical release and competition from African flowers, the Dutch flower industry has developed a closed loop system for hydroponic cultivation of flowers in the greenhouse, reduces the risk of infection, and fertilizer And reduced the use of pesticides. This system also improves product quality by creating regulated growth conditions. Those innovative systems increase productivity and quality, reduce environmental impact and cost, and enhance global competitiveness

Aaslmeer Flower Auction was analyzed using the international competitive advantage model of Porter (1990). Analysis shows that fundamental issues of production are very important in the development of the flower export industry. Earls Mail Flower Auction is already one of the leading economic powers in the Netherlands with 11,000 producers and 5,000 buyers. In order to apply for the AFA project, the auction is owned by the producer cooperative association, and the competition with the cheaper overseas producers is intensifying, so the supplier's power is moderate. However, alternatives are a low threat as Dutch auctions are widely accepted as the most effective pricing method for flower trading. Due to the high barriers to entry into AFA, the relationship between buyers and producers, the complex logistics capabilities and the space for the auction / distribution center (TFA), potential entrants are also less threatened .

AFA will serve as proof of the world's largest Dutch flower auction, act as an intermediary between world growers, wholesalers and exporters of the flower industry and recognize the strengths of the organization by holding a market share of 44% (Esmeralda Farms Inc., 2011). AFA is also seen as a price setting for retailer producers to obtain the correct bid price at auction and as a global flower price indicator. The organization effectively transfers products by dividing most of the producer's goods into a few buyers.