Royal FloraHolland chooses Marvia in repositioning

The world's largest flower and plant auction Royal FloraHolland has chosen Marvia's brand portal to roll out and guarantee its new brand identity worldwide. It is important that Royal FloraHolland as a cooperative and a brand is always recognizable and clearly visible. Royal FloraHolland has found the right partner in Marvia to monitor this process.

Royal FloraHolland is in the process of evolving from a traditional 'physical auction' into a cutting-edge 'B2B trading platform' that offers digital, logistical, and financial services tailored for the floriculture industry. This transformation is grounded in the vision of 'Growing opportunities together', fostering connections within the floriculture sector, and fostering sustainable growth and prosperity on a global scale.

Sabrina Deij plays a crucial role as Senior Advisor in Corporate Communication during this strategic repositioning. "In order to convey our brand identity clearly and consistently, we have introduced the Royal FloraHolland brand portal from Marvia. This innovative platform includes the Marvia Digital Brand Guidelines and Digital Asset Management System, providing a centralized hub where Royal FloraHolland employees and partners, including designers and communication agencies, can easily access all visual materials and information related to our brand identity."

Initial feedback on the brand portal has been overwhelmingly positive.

"The brand portal serves as the ultimate source of truth for all our team members and partners, streamlining work processes and enhancing efficiency. Our goal was to find a tool that allows us to meticulously document every detail, especially when capturing images of individuals. By linking data to our image bank, including photo rights, we ensure that all legal aspects are carefully monitored and maintained."

Sabrina Deij, Senior Advisor Corporate Communication at Royal FloraHolland

Having close to 100 employees and partners utilizing the brand portal, the ease of use was a crucial consideration in selecting a solution. "We prioritized the importance of a secure system, opting for the inclusion of brand guidelines and DAM exclusively at this stage. We aimed to maintain simplicity and usability for all users. Should the need arise for expansion in the future, the flexibility to incorporate additional Marvia products and features remains a viable option," Sabrina explains. "Moreover, as a key player in the Netherlands' export industry, we value collaborating with local suppliers."