Webinar: Fresh Flower Supply Chain and Global Flower Hub

When hearing cold chain logistics, you may think of milk, fresh food and medicine. But did you know that also flowers are transported in a cooled container? The specific needs of this particular cargo type are the topic of discussion in the webinar Fresh Flower Supply Chain and Global Flower Hub, which will take place this Friday 5 November at 9am CEST.

As part of the webinar series The Netherlands Connects, this edition is jointly presented by the Consulate General of the Kingdom of the Netherlands in Chongqing, Holland International Distribution Council, Road2Holland Consortium, and Railfreight.cn. Registration is free and for everyone interested in the topic.

Fresh Flower Supply Chain

The global demand for fresh flowers and plants is expected to grow by 50 per cent in the next decade, and the greatest growth potential is in Asia. In the case of China, the flower industry reached a turnover of around 22 billion euros in 2016, contributing to about 30 per cent of the logistics revenue, and this is growing. In addition, flower e-commerce is the highlight, with a turnover of more than 2.7 billion euros in 2020.

The Netherlands is well known as a leading flower producing and exporting party. The country’s ​​horticulture industry accounts for 42 per cent of its total agricultural output, and the annual export value of fresh-cut flowers is about 3 billion euros. What’s worth mentioning is that  70 per cent of the world’s flower exports is from the Netherlands.

Logistics the bottleneck

However, the logistics industry is widely considered as the bottleneck of the fresh flower industry. Concretely, the loss of flowers by air has reached 30 per cent or even more in the past. In in order to improve the transport quality, efforts are made towards the cold chain of flower trade. While the current demand for flowers in the market is increasing, consumers’ consumption preferences are changing. They expect superior quality, creative shopping environments, efficient distribution and so on, all of which put stricter requirements on the effective operation of the whole supply chain.

Nowadays, air freight is not the only player in this sophisticated supply chain. Refer containers frequently take long journeys by rail as well. With more modalities joining, will the future of fresh flower transportation be more promising?

In order for the two giants of the flower industry, China and the Netherlands, to join forces and complement each other’s strengths, direct dialogue and communication between the two sides is essential. Therefore, an online seminar is held with the theme ‘Flower Supply Chain and Global Flower Center’ to seek more innovative solutions for the flower cold chain.


09.00-09.05  Opening speech and introduction by moderator

09.05-09.25  Flower cooling technology,  by CEO Hans Juursema, Weber Cooling

09.25-09.45 Difference and opportunities in cold chain logistics China, by Robin de Vos, General Manager Holex Flower Trading Shanghai

09.45 -10:05 The current situation and trends of integrated flower supply chain in China, Changsheng Chu, Senior Manager of Solution Executive, Cold Chain Pharmaceutical Business Department, Jingdong Logistics Group

10.05-10.15 Moderated discussion among studio guests

10:15-10:20 Recap and forecast for the next webinar


If you are interested in the webinar,  don’t hesitate to register and join the conversation!

Author: Huilin Shi

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