About Us

From troubleshooting to transformation

The global flower industry is in flux. Together with other players in your supply chain, you can rise above the present challenges, transitioning from troubleshooting to transformation. The FlowerWatch Approved program for quality assurance and continuous improvement is designed for this very purpose. 

Our label’s impact on the industry is growing

Because of the measurable impact of our program, we are getting requests from many new countries and even from other sectors facing quality, cold chain, and logistical challenges, such as the fruit and vegetables market, including avocados. 

  • With the aid of our science-based KPIs and insights, sea freight is taking off as a sustainable, reliable,lower-cost alternative to air freight
  •  Sustainable packaging is making inroads, often increasing pack rates, while reducing waste
  •  Farms are flourishing, despite challenging times
  • Buyers are benefiting from being able to offer consumers consistent quality and vase life guarantees

Logistics providers are ensuring the flowers they ship arrive at their destination in perfect shape, regardless of transport modes and times.

Uniquely positioned to lead industry-wide change

Led by Dutch scientist and floriculture entrepreneur Jeroen van der Hulst, FlowerWatch is uniquely positioned to realize industry-wide change. Our role as a leading centre of expertise on flower quality assurance, combined with our extensive global network, gives us access to all stakeholders across the global flower supply chain. We have the knowledge, the capacities and the credibility to connect all parties as a neutral facilitator, synchronizing overall quality, while working individually with each link in the chain.

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'Beyond helping individual subscribers to save or make money by improving their quality, the Flowerwatch Approved program enables the entire flower supply chain to reach higher by jointly maintaining excellence and pursuing continuous improvement. Subscribers to our Standards benefit themselves, while contributing to a more resilient, sustainable and futureproof industry'

-  Jeroen van der Hulst, Managing Director of FlowerWatch

Our vision

Our dream is that people across the world will be able to enjoy high-quality, fresh-cut flowers with a long, guaranteed vase life. We invite every player in the flower supply chain to join hands with us in taking responsibility for managing the chain and ensuring standardized excellence and continuous improvement. By working together we can reduce logistical costs, raise margins, extend vase life, satisfy consumers, and develop a more professional, resilient and sustainable industry.


Our mission

FlowerWatch aims to be the world’s leading authority on flower supply chain standards, using the FlowerWatch Approved certification and subscription program to help players around the world maintain peak performance levels. In our role as experts, we aim to guide the sector’s leading players towards maximum quality, efficiency, and profitability, and together, to take our industry forward into the future.

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Our Values

We have built our strategy on three values, that reflect our areas of expertise:


Knowledge is change


We are applying scientific knowledge and field experience to raise the bar across the floriculture industry. >>

In order to achieve this, we make sure that the flower industry's key players have access to essential scientific knowledge about floriculture and supply chain management. We conduct ongoing research into supply chain management, offer advice, and develop integrated, practical tools for optimizing supply chains. Because of our constant alertness to scientific advances and our active contribution to the scientific debate, we recognize supply chain control as the main area of ​​potential growth for our subscribers.


Leadership is a responsibility


As a leading center of expertise on the global flower trade, we focus on players who take - or aspire to take - a leading role in the sector. >> 

These are not necessarily the world's largest enterprises, but certainly the most ambitious. We believe the future of the sector is in the hands of these global pioneers set on discovering new opportunities and applying new knowledge. And we are here to guide these players.


Collaboration is the new growth


The greatest opportunities for increased customer satisfaction and profitability in the global flower sector lie in comprehensive supply chain management. >> 

This means that at FlowerWatch, while eager to do business with you as an individual customer, we also encourage you to take on the role of an integrative chain partner with a drive to team up with (all) other members of your supply chain. Success, as we see it, is always shared.

Meet the team that will help you reach your goals

The Team