What Royal Anthos does

Royal Anthos (legal name: Vereniging Anthos) is a Dutch membership-based trade association founded in 1900 and headquartered in Hillegom, Netherlands, representing trading companies in flower bulbs and nursery stock products. Operating as the Koninklijke Handelsbond voor Boomkwekerij- en Bolproducten, the association serves two primary vertical segments: flower bulb traders (exporters, importers, and wholesalers of tulip, lily, and other bulb varieties) and nursery stock traders (dealers in trees, shrubs, perennials, and other plant material). Members receive advocacy, market access intelligence for destinations including China, the USA, Canada, Japan, and the UK, phytosanitary compliance support, sustainability certification facilitation, sector research coordination, and collective labor agreement negotiation through the CAO voor de Groothandel in Bloembollen and CAO Colland.

The association operates sector-wide digital infrastructure that constitutes the technical backbone of the Dutch flower bulb export industry. This includes the Ketenregister (Chain Register) for supply chain traceability and e-CertNL digital export certification, which has been mandatory for flower bulb exports since July 2021 and transitions to KR-Full+ as the sole service tier from June 2026. Supporting infrastructure includes EDI-Connect for standardized electronic data interchange between supply chain parties (with FSI-Compliant functionality) and the EDI-BULB product coding system based on Floricode's LINNAEUS models, managed by Stichting Edibulb. Affiliated marketing and certification initiatives include Flowerbulbs.com, iBulb/Perennial Power, Roses4Gardens, and the Stichting Sustainable Suppliers of Horticultural Quality Products foundation.

Royal Anthos generates revenue through recurring membership dues. Distribution and member engagement occur via the public anthos.org website, the members-only Mijn Anthos portal, email newsletters, and sector events including the annual Algemene Ledenvergadering (General Members Meeting). The association is led by Director Mark-Jan Terwindt and maintains core strategic partnerships with BKD, Naktuinbouw, NVWA, Colland, ENA, Union Fleurs, HTA, VGB, and LTO Bomen, Vaste planten en Zomerbloemen. The organization jointly developed the Toekomstvisie Boomkwekerij 2045 sector vision with LTO Bomen under the ENA umbrella and operates as the statutory employers' party in key collective labor agreements for the sector.

Name

Royal Anthos

Legal name

Vereniging Anthos

Website

https://anthos.org

Company type

Private

Founded year

1900

Operating status

Operating

Headcount range

11–50 employees

Short description

Royal Anthos is a Dutch trade association (founded 1900, Hillegom) representing flower bulb and nursery stock trading companies. It provides advocacy, regulatory support, labor negotiation, and operates sector-wide digital infrastructure including the Ketenregister export certification platform and EDI-Connect data exchange system.

Ownership category

akta.pro rank

Product category

Agricultural Trade Association Services

akta.pro primary industry

Fair Trade & Ethical Supply Chains (Certification, Traceability, Producer Support) (BPAGALAL)

Keywords

• Flower bulb trade association
• Nursery stock advocacy
• Phytosanitary certification services
• Agricultural sector representation
• Collective labor agreements

Headquarters

HQ city

Hillegom

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues: Royal Anthos generates revenue through membership fees from traders in the flower bulb and nursery stock sectors. The association offers an information package and application form to prospective members.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Royal Anthos is a Dutch trade association (Vereniging Anthos) representing trading companies in flower bulbs and nursery stock products worldwide. It provides sector-wide advocacy, market access intelligence on country-specific import requirements, collective labor agreement negotiation (employers' party in CAO voor de Groothandel in Bloembollen and CAO Colland), sustainability certification facilitation via the Sustainable Suppliers foundation, and operates digital supply chain infrastructure including Ketenregister (mandatory e-CertNL export certification), EDI-Connect (electronic data interchange), and EDI-BULB product coding systems for its members.

Product overview

Royal Anthos is a trade association for the flower bulb and nursery product sector, not a technology product company. The organization provides member services including digital infrastructure platforms (Ketenregister, EDI-Connect), product coding systems (EDI-BULB), and marketing initiatives (Flowerbulbs.com, iBulb). These digital services facilitate supply chain traceability, electronic data interchange, export certification, and sustainability compliance for member companies.

Differentiator

Problem solved

Functional benefit

Products and services

• Ketenregister (Chain Register) Supply chain traceability and certification management system for the flower bulb and nursery stock sector, facilitating e-CertNL digital export certification and KR-Full+ registration. Mandatory for flower bulb exports via e-CertNL per 1 July 2021; from June 2026, only KR-Full+ service tier is available.
• EDI-Connect Electronic Data Interchange platform for the Dutch flower bulb sector enabling standardized digital data exchange between supply chain parties, with FSI-Compliant certification available through the platform.
• EDI-BULB Codes Standardized product coding system for flower bulbs using Floricode's LINNAEUS models, managed by Stichting Edibulb. Enables uniform digital identification and exchange of product information across the flower bulb supply chain.
• Sustainable Suppliers of Horticultural Quality Products Foundation managed by Royal Anthos (which maintains its secretariat) that supports member companies in meeting sustainability and quality requirements imposed by retail buyers on consumer sales of flower bulbs, bulb flowers, and perennial plants. Addresses consumer-facing sustainability claims in the sector.

Quantifiable outcome

• Mandatory use of e-CertNL via Ketenregister for flower bulb exports (per BKD vakbericht 1 July 2021)
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

19 partnerships are on record, tiered core and minor.

• NVWA (Nederlandse Voedsel- en Warenautoriteit)coreOthers · 1 July 2021The Dutch Food and Consumer Product Safety Authority. NVWA is the issuing authority for phytosanitary certificates and e-CertNL. Royal Anthos is kept informed by NVWA of changes in country requirements for flower bulbs and nursery stock, and facilitates communication of NVWA sector notices to members.
• Flowerbulbs.comminorGTM or Marketing PartnerA marketing initiative under Royal Anthos focused on promoting flower bulbs to consumers and trade buyers internationally. Listed in the 'By Royal Anthos' footer section of the website alongside other Anthos-affiliated platforms.
• Sustainable Suppliers of Horticultural Quality Products (Stichting)coreStrategic or Co-development PartnerRoyal Anthos maintains the secretariat for this foundation, which supports member companies in meeting sustainability and quality requirements from retail buyers. The foundation addresses consumer-facing sustainability claims for flower bulbs, pot bulbs, and perennial plants. Anthos has an increased involvement in the sectoral strategy for the Effectief Middelen & Maatregelen Pakket (EMMP).
• iBulbminorGTM or Marketing PartnerPerennial Power brand platform managed by or affiliated with Royal Anthos, listed under 'By Royal Anthos' branding initiatives for sector promotion.
• Perennial Power (iBulb)minorGTM or Marketing PartnerPerennial plant marketing initiative operating under the Anthos umbrella, aimed at promoting perennial products to consumers and trade.
• CG Rozen en Rozenonderstammen (Roses4Gardens.com)minorGTM or Marketing PartnerRose nursery stock marketing platform operating under the Royal Anthos umbrella, listed in the 'By Royal Anthos' footer section.
• EDI-ConnectcoreTechnology or IntegrationElectronic Data Interchange platform for the Dutch flower bulb sector, enabling standardized digital data exchange between supply chain parties. FSI-Compliant certification is available via EDI-Connect. Anthos facilitates this platform as part of its digital infrastructure role.
• KetenregistercoreTechnology or IntegrationSupply chain traceability register operated by Anthos, enabling mandatory e-CertNL export certification for flower bulbs and nursery stock. From June 2026, only KR-Full+ service tier is available. The system includes functionality for approved lists for Japan and RNQP declarations.
• BKD (Bloembollen Keuringsdienst)coreOthersBKD is the inspection service for flower bulbs in the Netherlands. Royal Anthos works closely with BKD on phytosanitary certification, market access, and the mandatory use of e-CertNL via the Ketenregister system since July 2021.
• NaktuinbouwcoreOthersNaktuinbouw is the Netherlands Inspection Service for Horticulture. Listed alongside BKD as a key partner in the sustainability and quality theme area of Royal Anthos.
• Stichting EdibulbcoreTechnology or IntegrationFoundation managing EDI-BULB product codes using Floricode's LINNAEUS models. EDI-BULB codes are retrieved through a new ICT system and are essential for uniform digital data exchange between supply chain parties for export certification.
• CollandcoreOthersRoyal Anthos is the employers' party (werkgeverspartij) in the Colland CAO. Colland is the collective labor agreement fund for the agricultural and green sector, providing services and regulations for employers and employees related to labor market policy.
• StigasminorOthersStigas is the safety and health service for the agricultural sector. Royal Anthos refers members to Stigas for risk inventory and evaluation (RI&E) services. Listed under CAO and Labor theme.
• BPL PensioenminorOthersBPL Pensioen is the sector pension fund for employees in the agricultural sector. Referenced under the CAO and Labor theme of Royal Anthos.
• ENA (European Nurserystock Association)coreStrategic or Co-development PartnerRoyal Anthos is a member of the ENA, the European Nursery Stock Association. In April 2026, ENA presented its manifest on the future of the nursery stock sector to members of the European Parliament. Royal Anthos co-developed the Toekomstvisie Boomkwekerij 2045 with LTO Bomen, Vaste planten en Zomerbloemen under the ENA umbrella.
• Union FleurscoreStrategic or Co-development PartnerUnion Fleurs is the International Flower Trade Association. Royal Anthos works with Union Fleurs alongside HTA, ENA, and VGB to advocate for smoother trade between the EU and UK, particularly at events such as Flowers and Plants of Europe held at the EU Embassy in London.
• LTO Bomen, Vaste planten en ZomerbloemencoreStrategic or Co-development PartnerLTO (Land- en Tuinbouw Organisatie) sector organization for trees, perennials, and summer flowers. Royal Anthos and LTO Bomen, Vaste planten en Zomerbloemen jointly developed the Toekomstvisie Boomkwekerij 2045 (Future Vision for the Nursery Stock Sector 2045), translating the vision into work agreements.
• HTA (Horticultural Trades Association, UK)coreStrategic or Co-development PartnerThe UK Horticultural Trades Association. Royal Anthos collaborates with HTA alongside Union Fleurs, ENA, and VGB to advocate for smoother EU-UK trade for the ornamental horticulture and/tree nursery supply chain, notably at the Flowers and Plants of Europe event at the EU Embassy in London.
• VGB (Vereniging van Groothandelaren in Bloemkwekerijproducten)coreStrategic or Co-development PartnerAssociation of Wholesalers in Floricultural Products. VGB partners with Royal Anthos in EU-UK trade advocacy alongside HTA, Union Fleurs, and ENA at Flowers and Plants of Europe events.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Union Fleurs: International Flower Trade Association headquartered in Brussels. Directly comparable as a trade association representing the international cut flower and ornamental plant trade; Anthos is a listed member and joint advocacy partner.
• LTO Bomen, Vaste planten en Zomerbloemen: Dutch sector organization for trees, perennials, and summer flowers under the LTO umbrella. Closely comparable as Anthos's co-author of Toekomstvisie Boomkwekerij 2045 and a peer sector association serving Dutch ornamental horticulture producers and traders.
• Plantum NL: Dutch trade association for the plant breeding and propagation material sector. Directly comparable as a Dutch horticultural trade body covering adjacent parts of the ornamental plant value chain, including seed and young plant material.
• CNB (Coöperatieve Nederlandse Bloembollencentrale): Dutch cooperative central for the flower bulb trade, operating the leading physical bulb auction at Heiloo. Closely comparable as a Dutch flower bulb sector institution sitting alongside Royal Anthos in the same value chain for traded bulb varieties.
• HTA (Horticultural Trades Association): UK trade association for garden retailers, growers, and nurseries. Directly comparable as an established horticultural trade association that collaborates with Royal Anthos on EU-UK plant trade and phytosanitary matters.
• VGB (Vereniging van Groothandelaren in Bloemkwekerijproducten): Dutch trade association for wholesalers in floricultural products. Directly comparable to Royal Anthos as a fellow Dutch horticultural trade body co-advocating on EU-UK trade issues, sustainability, and phytosanitary matters for ornamental horticulture.
• GroentenFruit Huis: Dutch trade association for the fruit and vegetables trading sector. Directly comparable as a Dutch agricultural trade body that similarly provides advocacy, digital infrastructure, CAO representation, and market access services for a perishable commodity trading sector.

Broad incumbents

• AIPH (International Association of Horticultural Producers): Global trade association representing horticultural producers worldwide. Comparable as a broader-incumbent international body in the ornamental horticulture space with overlapping policy and trade advocacy functions.
• Royal FloraHolland: Dutch cooperative flower auction and the dominant marketplace for ornamental horticulture. Comparable as a broader incumbent institution central to the Dutch flower trade ecosystem that Anthos members sell into and source from.
• European Nurserystock Association (ENA): European-level association for the nursery stock sector of which Royal Anthos is a member. Comparable as a broader-incumbent trade association operating one level above national member associations like Anthos in the same sector.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/AnthosRoyal
• LinkedInlinkedin.com/company/anthos-koninklijke-handelsbond-voor-boomkwekerij--en-bolproducten

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Royal Anthos