Number of flower growing companies in the Netherlands 2007-2021
The decrease of the amount of flower growing companies in the Netherlands should be regarded in the context of market consolidation. While more than half of the growers officially closed their businesses, the other half more than doubled in size. This points to a trend of merging and upscaling in the flower growing industry. Since 2000, the average physical size of the glasshouses used by flower growing companies increased from roughly one hectare of glass to two hectares in 2019.
The decrease in the number of growers was not uncommon when looking at the agricultural sector in its entirety. For instance, the number of greenhouse horticulture farms in the Netherlands also nearly halved since 2007.
In 2020, roses were the most-sold flowers at the flower auctions from Royal FloraHolland, the largest flower auctioneer in the world. 2.8 billion roses were sold in that year, making the flower of love nearly twice as popular as the runner-up, the chrysanthemum, which is often associated with death in European cultures. With cut flowers being the main generators of revenue at Royal FloraHolland's auctions, they can be regarded as represent the main export product of the Dutch horticulture industry.