Flowerweb is an online community for the international floriculture industry. It has been argued that the Internet modifies the supply chain due to market transparency. Which would lead to disintermediation; the removal of intermediaries in a supply chain, or "cutting out the middleman". In horticulture internet has also let to some changes in supply chain. But even though scaling took place and some companies and parties started to skip steps in the chain or changed in function, it is still a highly fragmented industry with many intermediate steps in the chain adding value. Meanwhile internet, automation and online trade systems are playing an increasingly important role in Horticulture and the playing field has become more & more transparent. Besides there is a trend for breeders, growers and traders, to also use pull marketing to create recognition and demand for their products further down the chain. > But how to communicate straight through the Horticulture B-B Chain? > How to communicate & connect to the different types of companies and people in the floriculture industry, living all over the world, speaking many languages. >> Introducing WWW.FLOWERWEB.COM >>The online community for the international floriculture industry.