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Our story
The founding years
Wim Tuning, grandfather of the current generation leading the company, laid the foundation for Tuning in the early 1930s.
After returning to the Netherlands from France at just sixteen, he settled in Aalsmeer, the town that would become the heart of the global flower trade.
He began working for a local grower, and with the little money he had brought back from France, he purchased flowers to sell door-to-door in neighboring towns.
His fluency in French quickly opened new opportunities: he started exporting flowers to French-speaking Belgium and France, steadily building a reputation for reliability and international trade in the years leading up to World War II.
Post-war expansion
In the early 1950s, Tuning expanded its reach across the Atlantic, exporting flowers to the United States. What began through indirect contacts quickly grew into lasting partnerships, some of which continued for decades and many of which still exist today.
As the business strengthened, Tuning extended its network throughout Europe, opening new trade routes to Germany, Finland, Sweden, and the United Kingdom.
By 1957, flowers purchased in Aalsmeer in the morning could already be delivered to Gothenburg, Sweden, later that same afternoon. It was a remarkable logistical achievement for the time. These developments set the tone for Tuning’s reputation in efficiency, reliability, and innovation.
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Making connections that last
In the decades that followed, Tuning’s exports grew across Europe and North America, supported by consistent quality and strong personal relationships with clients. Tuning built its legacy on stability, trust, and expertise. These are values that continue to define the company today.
As the global flower trade evolved, Tuning modernized its operations and invested in digital systems to work more efficiently while maintaining personal contact with every customer. In 2012, the company established Tuning USA in New Jersey, giving American clients direct access to Dutch flowers with faster delivery and transparent communication.
A century of Tuning
With almost 100 years of experience, Tuning remains an independent family business rooted in Aalsmeer, the flower capital of the world. The company combines decades of expertise with modern logistics, automation, and temperature-controlled facilities to ensure the highest quality from grower to customer. A dedicated team manages every step of the process with precision and care, serving clients from all over the world. What began as a small local trade has grown into a trusted international partner known for reliability, personal service, and a genuine passion for flowers.
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