On the internet is a wealth of data freely available: Websites and Social Media provide information on using experiences of consumers and their questions about products. Open Data from public and private sources provide insight into the expected supply of products. Horticulture companies make little use of this wealth, precisely at a time when market information is of such importance. Two factors hindering the efficient use of data. First, the necessary investments and knowledge go beyond the capacities of individual companies. Secondly, costs collecting and assembling data for each application every time a lot of time and money. The task of this project is the abundance of available data from a wide variety of sources to create efficient standardized and available to all parties in the sector. To achieve this, innovations needed in the area of ​​collection, standardization and data integration, governance and funding of infrastructure and use of data in the sector. In addition to substantive and organizational aspects it is also a question for the ICT sector to new methods for data alignment, data access and privacy protection.