VGB. Dutch Association of Wholesalers in Floricultural Products

What VGB. Dutch Association of Wholesalers in Floricultural Products does

VGB (Vereniging van Groothandelaren in Bloemkwekerijprodukten) is the Dutch trade association for wholesale traders in flowers and plants, founded in 1910 and headquartered in Zoetermeer, Netherlands. It represents approximately 75% of Dutch flower and plant export value across more than 100 destination countries and operates across six coordinated themes: Sustainability, Labor, Public Affairs & Promotion, Market Access, Standardization & Logistics, and Data & Digital. The organization is run by a small staff of about 10 employees and is funded primarily through membership dues paid by Dutch importers and exporters of cut flowers, houseplants, and garden plants.

VGB's service portfolio blends member representation, regulatory compliance support, and shared digital infrastructure. Operational tools include the Verpakkingsregister (VRS) packaging register (developed with Floricode for PPWR compliance), the Sustainable Sourcing Scan (SSS) certification dashboard, the IMVO Flori Risk Assessment Tool (FRAT), and the FloriPEFCR environmental footprint calculation suite. Member-facing advisory services comprise a CAO helpdesk for labor-law questions, the FuWa job-evaluation handbook built on the ORBA methodology, and joint policy guidance produced with Royal FloraHolland, TLN, Verpact, HSPI, and Pensioenfonds PGB. The association co-founded the Floriculture Sustainability Initiative (FSI) in 2013 and the IMVO Convenant Sierteelt in 2019, embedding itself in European sector-wide sustainability and regulatory governance.

Commercially, VGB functions as a non-profit membership association: revenue mechanics are subscription-recurring through member dues, with no pricing transparency and no equity or external investment. GTM runs through its website (vgb.nl), topic-specific newsletters (PPWR, CAO, sustainability), member webinars, working-group meetings, and joint communications with Royal FloraHolland. Strategic partnerships anchor its reach — including core alliances with Floricode, Royal FloraHolland, TLN, HSPI, Verpact, and Pensioenfonds PGB — and the formation of the Overleg Sierteelt Logistiek (OSL) in 2025 signals continued operational expansion into logistics coordination.

Name

VGB. Dutch Association of Wholesalers in Floricultural Products

Legal name

Vereniging van Groothandelaren in Bloemkwekerijprodukten

Website

https://vgb.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

VGB is the Dutch trade association for wholesale traders in flowers and plants, founded in 1910 and headquartered in Zoetermeer. Its members account for roughly 75% of Dutch flower and plant exports to over 100 countries, and the association provides regulatory advocacy, labor relations, sustainability tools, and sector-wide digital infrastructure.

Ownership category

akta.pro rank

Product category

Trade Association Services

NAICS

Business Support Services (5614)

akta.pro primary industry

Supply Chain Sustainability & Responsible Sourcing (SMETA, supplier ESG) (EUAHAJAE)

akta.pro secondary industry

Climate Finance, Carbon Markets & MRV Systems (BPADALAB)

Keywords

• Floricultural wholesale trade
• Trade association services
• Regulatory compliance support
• Sector advocacy
• Packaging standardization

Headquarters

HQ city

Zoetermeer

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership fees: VGB operates as a trade association funded primarily through membership dues from Dutch flower and plant wholesale trading companies. Members pay fees to access representation, regulatory guidance, and sector-wide tools developed by the association.

Marketing channels5 records

Core offering

VGB is a Dutch trade association (vereniging) representing the interests of Dutch wholesalers of flowers and plants. Its core offering is collective sector representation and member services across six themes: Sustainability, Labor, Public Affairs & Promotion, Market Access, Standardization & Logistics, and Data & Digital. Members receive regulatory guidance on EU legislation (PPWR, CSRD, ESRS, IMVO), CAO labor agreement support, pension fund coordination, sustainability certification support (FSI), and access to sector-developed digital tools such as the Sustainable Sourcing Scan, the Verpakkingsregister (VRS), and the FloriPEFCR footprint tools.

Product overview

VGB is a Dutch trade association (branchevereniging) for wholesalers in floricultural products, not a software company with commercial products. Its offerings consist of sectoral services, digital tools, and member resources. The core portfolio includes the Sustainable Sourcing Scan (SSS) for sustainability monitoring, the Verpakkingsregister (VRS) for packaging data management under PPWR compliance, and the IMVO Flori Risk Assessment Tool (FRAT) for social risk assessment. Supporting services include FloriPEFCR calculation tools for environmental footprinting, PPWR regulatory guidance and Q&A resources, a CAO helpdesk for labor law questions, and the Functiewaarderingshandboek (FuWa) for objective job evaluation based on the ORBA method. These tools are developed collaboratively with sector partners like Floricode, Royal FloraHolland, and HSPI to serve the Dutch floriculture wholesale sector.

Differentiator

Problem solved

Functional benefit

Products and services

• Sustainable Sourcing Scan (SSS)

Quantifiable outcome

• 7.1 billion euros in Dutch flower/plant export (2024), with VGB members representing 75% of this value
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• Transport en Logistiek Nederland (TLN)coreStrategic or Co-development Partner · 2 June 2025TLN, Royal FloraHolland, and VGB signed a letter of intent in June 2025 to formalize cooperation through the Overleg Sierteelt Logistiek (OSL). OSL aims to improve sustainability and future-proof floricultural logistics, enhance visibility with governments and knowledge institutions, and prevent fragmentation of interests.
• IMVO Convenant SierteeltminorStrategic or Co-development Partner · 1 January 2019The International Social Responsibility (IMVO) Covenant for the Horticultural Sector was established in 2019 with government and civil society organizations. 12 leading sector parties including VGB signed the covenant to identify the largest impact risks for people and environment and develop programs to reduce these risks. The covenant prefigured current European IMVO legislation and CSRD reporting.
• Floriculture Sustainability Initiative (FSI)coreStrategic or Co-development Partner · 1 January 2013FSI is an international initiative founded in 2013 by 12 leading parties including VGB. FSI has developed sector standards and monitoring dashboards to reduce environmental impact, aligned with European legislation (IMVO/CSRD). VGB initiated FSI's involvement in a renewed sector materiality analysis aligned with ESRS themes. 87% of VGB members (by turnover) are FSI members. FSI targets 100% certified procurement from 2026.
• FloricodecoreTechnology or IntegrationFloricode is the standards organization for the Dutch horticultural sector. VGB members participate in the Werkgroep Standaarden (WGS) and Werkgroep Coderingen (WGC) working groups. Floricode manages the Verpakkingsregister (VRS) packaging register which is being made PPWR-compliant. VGB collaborates with Floricode on digitalization of the entire supply chain.
• Royal FloraHollandcoreStrategic or Co-development PartnerVGB and Royal FloraHolland work together on PPWR (Packaging and Packaging Waste Regulation) compliance guidance, logistics improvements, and sector-wide communications. The content on their respective PPWR pages is jointly developed. They also collaborate on the Overleg Sierteelt Logistiek (OSL) logistics platform and shared lobbying efforts.
• Horti Sustainable Packaging Initiative (HSPI)coreStrategic or Co-development PartnerHSPI is a coalition of 13 producers and suppliers in the floricultural sector working on packaging sustainability. HSPI developed a sector-specific template for the PPWR Declaration of Conformity (DoC). They serve as the 'source' for packaging data needed for registration and reporting in the Verpakkingsregister (VRS) system.
• VerpactcoreOthersVerpact is the central organization for making the packaging chain circular in the Netherlands. They manage producer responsibility for packaging, including the deposit system. VGB collaborates with Verpact on the Verpakkingsregister (VRS), PPWR compliance guidance, and sector-specific waste fund arrangements.
• Euro Plant Tray eG (EPT)minorStrategic or Co-development PartnerEuro Plant Tray is a European cooperative developing reusable plant trays to replace single-use trays. VGB supported the founding of EPT in August 2022. EPT has over 30 members including Dutch Flower Group, FM Group, FTG, and Royal FloraHolland. The initiative aims to reduce approximately 40,000 tons of plastic waste per year.
• HortipointminorGTM or Marketing PartnerHortipoint is the specialist publisher for the professional floricultural sector, publishing trade journals. VGB collaborates with Hortipoint on a sustainability platform for the industry where knowledge about sector greening is shared. VGB is represented in Hortipoint's foundation board.
• Platform Duurzame Sierteelt (PDS)minorStrategic or Co-development PartnerPDS meets five times yearly as an information-sharing body for chain partners including Anthos, GTBNL, KAVB, LTO, MPS, RHP, Royal Flora Holland, Rabobank Nederland, Plantum, Tuinbranche Nederland, and VGB. The platform coordinates sustainability projects across the broader horticultural sector.
• AWVNminorImplementation/ SI/ Consulting PartnerAWVN provides professional guidance on labor relations and collective bargaining. AWVN facilitated the functiewaardering (job evaluation) project for VGB members, developing a job evaluation handbook for both CAO-scale and above-CAO positions using the ORBA methodology.
• Union FleursminorStrategic or Co-development PartnerUnion Fleurs is the European flower trade association. VGB works with Union Fleurs on European policy developments, bringing sector signals to attention and collaborating with VNO-NCW and other partners to make regulations clearer and more workable for buyers, growers, and other supply chain parties.
• Copa-CogecaminorStrategic or Co-development PartnerCopa-Cogeca is the European farmers' and agri-cooperatives' organization. VGB participates in their activities to advocate for the floricultural sector's interests in European policy discussions, particularly regarding PPWR and sustainability legislation.
• Pensioenfonds PGBcoreOthersPensioenfonds PGB administers the pension scheme for the wholesale trade in flowers and plants sector. Companies have been required since May 30, 2017 to follow the agreed pension scheme for employees in CAO scales 1-6. VGB collaborates with PGB on member webinars about pension changes.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Anthos: Anthos is the Royal Dutch trade association for nursery stock and floriculture products. It represents growers and traders of trees, shrubs, and bulbs on sustainability, market access, and EU policy, directly paralleling VGB's mandate for the wholesale trade segment.
• Royal FloraHolland: Royal FloraHolland is the world's largest flower auction cooperative and VGB's closest partner. Both organizations serve Dutch floriculture trade with overlapping membership and jointly develop PPWR guidance, logistics platforms (OSL), and sector communications, making them the most direct comparable institution.
• KAVB: Koninklijke Algemeene Vereniging voor Bloembollencultuur (KAVB) is the Royal General Association for Bulb Culture. It represents bulb growers and traders, coordinating on sustainability, classification, and phytosanitary issues, overlapping with VGB's market access and standardization themes.
• Union Fleurs: Union Fleurs is the international federation of floricultural trade associations. VGB is a member and works with Union Fleurs on European policy; comparable in mission (advocacy, data, standards) but operating at the EU level rather than nationally.
• Plantum: Plantum is the Dutch association for companies in plant reproduction material (seeds, cuttings, young plants). It serves as the sector's policy and representation body on EU regulation and sustainability, structurally similar to VGB but for the propagation segment.
• VBN: Vereniging van Bloemenveilingen in Nederland (VBN) is the Dutch association of flower auctions. Its focus on auction logistics, product quality standards, and supply chain digitization mirrors VGB's standardization and logistics workstreams.

Broad incumbents

• GroentenFruit Huis: GroentenFruit Huis is the Dutch trade association for companies in fruit, vegetables, and mushrooms. It plays a comparable advocacy and standards-setting role for Dutch fresh produce exporters, sharing regulatory and trade access themes with VGB.
• LTO Nederland: LTO Nederland is the umbrella employers' organization for the Dutch agricultural and horticultural sector. It engages on labor, sustainability, and EU policy at scale, overlapping with VGB on labor relations (CAO) and sector lobbying though covering a much broader constituency.
• Copa-Cogeca: Copa-Cogeca is the united voice of European farmers and agri-cooperatives. VGB is an active participant in Copa-Cogeca's PPWR and sustainability working groups; it is the EU-level analogue of VGB's Dutch advocacy role.

Emerging players

• MPS (My MPS): MPS is the Dutch-based sustainability certification scheme for the ornamental horticulture sector. It provides the environmental and social certification that VGB's members use to meet IMVO/CSRD targets, making it a complementary rather than competing peer in the same value chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/vgb-branchevereniging-voor-de-groothandel-in-bloemen-en-planten

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about VGB. Dutch Association of Wholesalers in Floricultural Products