


By reaching beyond borders and forging a mutually beneficial partnership, Dutch-based floral wholesale giant One Flora Group and Elite Group—one of the world’s leading flower and fresh produce exporters—aim to unlock new opportunities, paving the way for sustainable growth and a smarter, future-proof supply chain.
The agreement will allow both companies to continue operating independently while strengthening each other’s position within their respective markets.
One Flora Group will provide logistics support for Elite’s European operations. Product flows—from grower to customer—will be managed efficiently and reliably through One Flora Group’s logistics network and extensive European infrastructure.
By combining One Flora Group’s strong market position in Europe with Elite’s global scale and flower cultivation expertise, the two companies are creating a powerful and strategically aligned partnership.
Elite brings extensive market knowledge and operational expertise from North and South America, while One Flora Group excels in European distribution, supply chain optimisation, and customer-focused services. Together, they are building a more connected, efficient, and sustainable floriculture supply chain.
Beyond logistics, the agreement also includes collaboration in innovation and product development. One Flora Group will support Elite in sourcing and introducing innovative European products to the North American market.
One Flora Group was established in June 2022 following the merger of Groenland Holding—comprising Celieplant, Bouquetnet, Bloominess, and Greenpacker—with L&M Group.
Founded in 1991 by the late industry pioneer and UK-born Peter Hannaford, Elite Group has grown from a small rose nursery in Colombia into a business spanning 2,000 hectares, cultivating more than 1,000 flower varieties alongside a growing fresh produce portfolio, including blueberries.
Despite its rapid growth and international scale, Elite remains a privately owned family business. With offices in Miami, Facatativá (Cundinamarca), Marinilla, and Rionegro (Antioquia), the company ranks among the world’s foremost flower and fresh produce exporters.
Pictured left to right: Lennard Leeuwenburg (Co-CEO, One Flora Group), Jan Willem Leeuwenburg (Co-CEO, One Flora Group), and Juan Carlos Hannaford (CEO, Elite Group).