--- title: Agriculture, floriculture and food description: "Software for fresh produce: auction, Floriday, Blits and VMP connections, day pricing, order processing and warehousing. For growers, traders and exporters." url: "https://rual.nl/en/industries/food-floriculture" locale: en alternate: "https://rual.nl/industries/food-floriculture" updated: 2026-08-04 source: "https://rual.nl" --- # From greenhouse and auction to the trolley at the customer, in one system. Supply that changes by the day, prices that move by the hour and a product that cannot wait. We build the order processing, the auction and Floriday connections, and the warehouse around them. [Book a call](https://rual.nl/en/demo) [Read the Holstein case](https://rual.nl/en/customer-cases/holstein-flowers) - **Crates on their way through the sorting line, heading for the truck** ![Green conveyors carrying crates through a distribution hall, with filled racking behind them](https://rual.nl/site-assets/_opt/conveyor-holstein-960.webp) ## Why fresh produce calls for different software The trade does not wait for your administration to catch up. - **Supply changes by the day** — What is in the greenhouse or in the field today is different tomorrow. Stock, availability and prices have to move with it, without anyone maintaining lists by hand. - **Prices move by the hour** — Container and day prices carry into every order placed that day. One wrong figure is not one mistake, it is a morning spent putting things right. - **The product cannot wait** — In this trade a day of delay is the difference between selling and throwing away. The time between order and truck is the whole business. - **The auction speaks its own language** — The auction, Floriday and trading platforms each deliver in their own way. Without a connection that means retyping, at exactly the busiest hour of the day. - **Every buyer has their own arrangements** — Assortment, price agreements and packaging differ per customer. That belongs in settings, not in the head of whichever colleague happens to be in. - **Origin has to stay findable** — Batch, grower and date should stay attached to the product, from goods-in to delivery, without anyone keeping a notebook for it. ## Holstein Flowers The largest gerbera grower in the EU, with eleven hectares of greenhouse across two sites. Greenhouse stock, container prices and customer settings come together in one purchasing dashboard, with Floriday and Blits connected in real time. Eight weeks passed between the first conversation and delivery. [Read the full customer case](https://rual.nl/en/customer-cases/holstein-flowers) ![The Holstein Flowers premises](https://rual.nl/site-assets/_opt/customers/holstein-flowers-960.webp) - **11 ha** of greenhouse across two sites - **8 weeks** from concept to delivery - **2** platforms connected in real time ## What we build for the sector From the nursery to the exporter: the same building blocks, configured differently per company. - **[Buying and selling on day prices](https://rual.nl/en/company-software)** — Stock, container prices, sales moments and customer settings in one place, so a price change does not have to be pushed through every order by hand. - **[Auction and Floriday](https://rual.nl/en/integrations)** — Connections to the auction and to Floriday come as standard, so product information and price changes flow through automatically. - **[Sorting, picking and dispatch](https://rual.nl/en/warehouse)** — Conveyors, sorters, voice picking and label printers, driven from the same environment as your orders. - **[Every customer gets their own environment](https://rual.nl/en/customer-cases/hoekhuis-bloemgroep)** — Whitelabel ordering environments with their own branding, assortment and price agreements, on one shared foundation instead of a version per customer. ## Working at the pace of the trade In this sector you cannot wait half a year for a system to be finished. So we build the piece that removes the most manual work first, put it live, and expand from there. At Holstein Flowers, eight weeks passed between the first conversation and delivery. - Go live first where most of the manual work sits - Changes to the process without starting a new project - New sales moments and connections added on the same platform - Hosted in the Netherlands, in ISO-certified data centres [Talk through your season with us](https://rual.nl/en/demo) - **First work out where the manual work sits, then build** ![Design session at a whiteboard with the project team](https://rual.nl/site-assets/_opt/whiteboard_collaboration-960.webp) ## What it comes down to in practice - **Trading platforms** — Floriday, Blits and VMP are connected directly in existing projects, as is the auction. - **Prices and stock** — Greenhouse stock, container prices and availability managed centrally and updated in real time. - **Customer settings** — Assortment, price agreements and packaging per buyer as a setting, not as custom work. - **Warehouse** — Conveyors, sorters, voice picking and ZPL label printers, driven natively from Core. - **Administration** — From order to invoice in the same environment, connected to your accounting. - **Lead time** — Usually 6–12 weeks to the first go-live, and eight weeks at Holstein Flowers. ## From practice Three companies in floriculture and the fresh chain running on the same platform. [All customer cases →](https://rual.nl/en/customer-cases) - **[Holstein Flowers](https://rual.nl/en/customer-cases/holstein-flowers)** — Floriculture · order processing & auction integration ![The Holstein Flowers premises](https://rual.nl/site-assets/_opt/customers/holstein-flowers-960.webp) - **[Hoekhuis Bloemgroep](https://rual.nl/en/customer-cases/hoekhuis-bloemgroep)** — Floriculture · whitelabel purchasing platform ![A Hoekhuis Bloemgroep delivery van in front of the FloraHolland complex](https://rual.nl/site-assets/_opt/customers/hoekhuis-960.webp) - **[W.K. Heyl Jr.](https://rual.nl/en/customer-cases/heyl)** — Flower export · 26,600 m² fully automated ![The W.K. Heyl Jr. distribution centre with green trucks at the loading docks](https://rual.nl/site-assets/_opt/customers/heyl-960.webp) ## Also working in - **[Logistics and transport](https://rual.nl/en/industries/logistics-transport)** — Warehouse, sorting line, trip planning and delivery in the same environment as your orders. - **[Manufacturing and industry](https://rual.nl/en/industries/manufacturing)** — Work orders, stock and machines in one environment, right down to the robot arm. ## Does your manual work pile up at the busiest hours of the day? More often than not a working part is live within weeks, instead of a project that runs for months. [Book a call](https://rual.nl/en/demo) [See customer cases](https://rual.nl/en/customer-cases)