FloraHolland is an organisation comprising the following flower auctions (in order of turnover): Aalsmeer, Naaldwijk, Rijnsburg, Bleiswijk, Venlo and Eelde, with Aalsmeer being the largest and the head-office. While the auctions in Bleiswijk, Venlo and Eelde serve the local market, the other three are designated as export locations. Flora's greatest competitor was VBA in Aalsmeer, but the two competitors shocked the industry by announcing their intention to merge. The two organisations joined forces on January 1, 2008.

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