Our Story
At UFG, we work hard because we care. We are passionate about flowers, proud of our growers, and committed to helping our buyers succeed. Together we are building the future of the New Zealand flower industry. One auction, one delivery, and one relationship at a time.
Our History
Founded as an industry-owned marketplace, United Flower Growers (UFG) was established to bring fairness, accountability, and transparency to New Zealand’s flower industry.
Today we are New Zealand’s only flower auction and the largest wholesaler of fresh cut flowers. As a central hub, we combine tradition with technology to deliver fair prices for growers, greater choice for buyers, and stronger connections across the industry.
Our Dutch Flower Auction clock still hangs proudly in the warehouse. A symbol of our roots, our future, and the enduring grower–buyer relationships we foster. What began as a traditional trading process is now fully digital, powered by our custom-built sales platform.
Our Mission
"We connect growers and buyers in a fair, transparent, and forward-thinking marketplace, delivering outstanding service and sustainable growth for future generations"
Core Values
At UFG, our values guide everything we do, from how we operate our business to how we work with growers, buyers, and our wider community. They are the foundation of our culture and the promise we make to the industry we serve.
Transparent
We are accountable with visible margins that build's lasting trust.
Adaptable
In a rapidly changing world, we remain open, approachable, and ready to pivot when needed.
Collaborative
Stronger together. Employees, growers and buyers working side by side across New Zealand.
Passionate
Driven by real results we are passionate about our industry. We go above and beyond to make a genuine difference.
Innovative
We harness technology and smarter workflows to boost efficiency and drive the industry forward.
Growth
We continue to evolve so our industry thrives for future generations.
