• IntroductionThe Netherlands plays an important role in the global cut flower trade. It is home to some of the world's most efficient and innovative producers and provides them with access to a range of marketing channels and financial information, storage and logistics facilities, making the production and distribution of cut flowers one of the most prosperous sectors of the market. Dutch economy (Haak, 1992). The Netherlands is also the largest exporter and distributor of flowers in the world and dominates global export markets with 65% market share (Haak, et al., 1992). Holland also has an efficient distribution system supported by good road and air connections. And it is home to almost nine auctions, the two largest are Aalsmeer and Flora Holland, and in 2008 the two auctions merged. Aalsmeer Auction Flower (AFA), owned by a cooperative of around 5,000 growers, is located in the conurbation of West Holland and is called "Alsmeer Auction Flower", which sets the world price for flowers and plants, because of many players around the world use it as a price indicator. This happens per strand...