Fresco Flowers
- Company typePrivate
- Founded2005
- HeadquartersAalsmeer, Netherlands
- Headcount51–100
- GTM typeB2B
- OfferingServices
Fresco Flowers firmographics
Firmographics- Name
- Fresco Flowers
- Legal name
- Fresco Flowers B.V.
- Website
- https://frescoflowers.nl
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Fresco Flowers industry classification
Industry- Product category
- Flower Processing and Wholesale Distribution
- NAICS
- Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (424930), Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (42493)
- SIC
- Wholesale-Miscellaneous Nondurable Goods (5190)
- akta.pro primary industry
- Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)
Keywords
Where Fresco Flowers is headquartered
LocationHeadquarters
- HQ city
- Aalsmeer
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Fresco Flowers business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Auction commission on rose sales: Fresco Flowers processes and sells roses on behalf of Kenyan growers through Royal FloraHolland auction clocks, earning commission on sales. The company represents around 12 Kenyan rose growers who send their entire production daily by air freight for processing and auction sale.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels2 records
Fresco Flowers product offering
Product offeringCore offering
Fresco Flowers B.V. processes and supplies Kenyan roses on behalf of approximately 12 growers at the Royal FloraHolland Aalsmeer auction. Roses arrive daily by refrigerated air freight from Kenya, undergo quality inspection (supported by the proprietary PlantScout app), are repacked from transport boxes into auction buckets, and are sold the next day through Royal FloraHolland's auction clocks and the Floriday electronic platform to European wholesale flower buyers.
Product overview
Fresco Flowers is a flower processing company founded in 2005, operating at Royal FloraHolland Aalsmeer. The company specializes in processing imported roses from Kenyan growers, representing approximately 12 rose farms. Their core service is the We Check, We Pack, We Supply model: roses arrive by air freight from Kenya, are quality-checked using their PlantScout app, processed and repacked onto auction trolleys, then sold through Royal FloraHolland auction clocks and via Floriday platform. The company offers 93 rose varieties across two product groups—Grootbloemige Roos (large-flowered) and Trosrozen (spray roses)—from growers including Kisima, Mount Kenya Flowers, Nirp, and others located in Kenya's Naivasha, Nanyuki, Timau, Isiolo, and Njoro regions.
Differentiator
Problem solved
Functional benefit
Products and services
- Rose Processing Services Full-service rose processing including inbound cold-chain reception from air freight, quality checking, repacking from transport boxes onto auction buckets, and supply to Royal FloraHolland auction clocks. Roses arrive daily from Kenya and are processed for next-day auction sale.
- Kenyan Rose Assortment Portfolio of 93 rose varieties sourced from 12 Kenyan rose growers, including Grootbloemige Roos (large-flowered roses) and Trosrozen (spray roses), available in various colors, bud sizes (4.0-7.0 cm), and stem lengths (35-80 cm). Growers are located across the Naivasha, Nanyuki, Timau, Isiolo, and Njoro regions in Kenya.
- PlantScout Quality Control Application Quality control application used by Fresco Flowers' quality team to monitor flower quality at collaborating Kenyan farms and provide direct feedback to growers, enabling efficient real-time tracking of flower quality from farm to auction.
Quantifiable outcome
- Cardboard usage reduced by 90% since 2019, completely eliminated since October 2024
- +2 more outcomes
Companies that use Fresco Flowers
Customer profileSegments3 records
Ideal customer profiles2 records
Fresco Flowers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature1 record
Fresco Flowers partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core.
- Royal FloraHollandcoreFresco Flowers is based at Royal FloraHolland Aalsmeer, the world's largest flower auction. All products are sold through Royal FloraHolland's auction clock system and Floriday platform. The location provides access to market information and European distribution.
- KisimacoreKenyan rose grower located in the Naivasha/Nanyuki regions, one of 12 farms collaborating with Fresco Flowers. Sends daily rose production via air freight for processing and auction sale.
- Mount Kenya FlowerscoreKenyan rose grower, one of 12 farms in the Fresco Flowers network, supplying roses from Kenya for European auction.
- NirpcoreKenyan rose grower supplying roses to Fresco Flowers for auction processing.
- Ol NjorowacoreKenyan rose grower supplying roses to Fresco Flowers for auction processing.
- Rift Valley RosescoreKenyan rose grower supplying roses to Fresco Flowers for auction processing.
- Jangwani RosescoreKenyan rose grower with social impact projects including building classrooms and facilities for Pepo la Tumaini Jangwani orphanage. Contributes to community welfare through rose sales.
- LolomarikcoreKenyan rose grower supplying roses to Fresco Flowers for auction processing.
- TimaflorcoreKenyan rose grower supplying roses to Fresco Flowers for auction processing.
- AltimacoreKenyan rose grower supplying roses to Fresco Flowers for auction processing.
- MlimacoreKenyan rose grower supplying roses to Fresco Flowers for auction processing.
- LobeliacoreKenyan rose grower supplying roses to Fresco Flowers for auction processing.
- Alani GardenscoreKenyan rose grower supplying roses to Fresco Flowers for auction processing.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
Fresco Flowers competitors and assessment
Company assessmentBroad incumbents
- Greenyard Flowers: Large European fresh produce group with a flowers division active at the Dutch auction. Overlapping buyer base and intermediation activities at scale.
- Royal Van Zanten: Established Dutch flower breeder and propagator with broader product portfolio and global reach. Comparable in floriculture supply chain but upstream of Fresco as a breeder rather than auction intermediary.
- Dümmen Orange: Global rose and cut-flower breeder with significant Kenya operations. Comparable supply-chain presence in Kenyan floriculture though positioned as breeder/producer rather than auction intermediary.
Direct peers
- OZ Export: Large Dutch cut-flower exporter based at Royal FloraHolland Aalsmeer, sourcing from multiple grower regions and selling to European wholesale buyers. Most direct functional comparable to Fresco as an auction-anchored intermediary.
- FleuraMetz: Major Dutch cut-flower importer and wholesaler supplying European florists. Overlapping intermediary role between international growers (including Kenya/Ethiopia) and European buyers.
- Hilverda De Boer: Dutch importer and wholesaler of cut flowers and plants serving European florists and retailers. Comparable intermediation model between growers and downstream buyers.
- Black Tulip Group: Dutch flower import and wholesale group operating at Royal FloraHolland with global sourcing including Africa. Comparable B2B cut-flower intermediation model focused on auction and direct supply.
Regional players
- Royal Lemkes: Dutch plant and flower wholesaler serving European retail customers. Overlapping Dutch auction-based wholesale distribution model, though focused more on plants and retail-grade flowers.
- Koppert Cress: Dutch specialty horticultural producer and wholesaler serving European chefs and florists. Comparable auction-anchored Dutch floriculture wholesaling context, though focused on specialty greens rather than cut roses.
Emerging players
- Subati Flowers: Kenyan rose grower-exporter with European distribution. Comparable Kenya-to-Europe rose supply chain expertise but vertically integrated as grower rather than multi-grower intermediary.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Fresco Flowers social profiles
Digital presenceFresco Flowers compliance and trust
Trust signalCompliance4 records
Fresco Flowers financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fresco Flowers leadership team
Management profileNumber of profiles
Fresco Flowers funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fresco Flowers M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fresco Flowers
What does Fresco Flowers do?
Fresco Flowers B.V. processes and supplies Kenyan roses on behalf of approximately 12 growers at the Royal FloraHolland Aalsmeer auction. Roses arrive daily by refrigerated air freight from Kenya, undergo quality inspection (supported by the proprietary PlantScout app), are repacked from transport boxes into auction buckets, and are sold the next day through Royal FloraHolland's auction clocks and the Floriday electronic platform to European wholesale flower buyers.
Is Fresco Flowers a public or private company?
Fresco Flowers is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fresco Flowers founded?
Fresco Flowers was founded in 2005. It employs 51 to 100 people.
Where is Fresco Flowers based?
Fresco Flowers is headquartered in Aalsmeer, Netherlands, in the Europe region.
How does Fresco Flowers make money?
One revenue line is on record: auction commission on rose sales.
Who are Fresco Flowers's main competitors?
Broad incumbents on record are Greenyard Flowers, Royal Van Zanten and Dümmen Orange. Direct peers are OZ Export, FleuraMetz, Hilverda De Boer and Black Tulip Group. Regional players are Royal Lemkes and Koppert Cress. Subati Flowers is listed as an emerging player.
Does Fresco Flowers have an API?
No public API is recorded for Fresco Flowers.
What industry is Fresco Flowers in?
Fresco Flowers's product category is Flower Processing and Wholesale Distribution. Its primary akta.pro industry code is AFAGAHAD, Greenhouse Floriculture (Cut Flowers). Its NAICS code is 424930 and its SIC code is 5190.