“Good pricing at the auction clock”

Pricing during the summer period has been improving in recent years, and according to Royal FloraHolland’s auctioneer Paul Freriks, this is due to the growing demand for diversity. Of course, this year’s moderate summer in the Netherlands is also contributing to good prices as well as the first day of school in Eastern Europe. Furthermore, in the article below, he takes a look at autumn and the products that are in demand during this period.

First day of school
In Eastern Europe, September 1 is the first day of school, and it is, unlike in the Netherlands, a real flower day. “It is a tradition that children give flowers to teachers on the first day of school. This makes September 1 an important day for the flower industry. Among other things, the demand for white and yellow chrysanthemums and cut hydrangea is relatively high. But we also see an increase in flowering plants in small pot sizes. On this day, why don’t we actually reward and delight our wonderful teachers here in the West of Europe with a flower or plant?”

Good pricing
Over the last weeks, the prices were relatively good partly because of this special flower day, but obviously, the low temperatures also helped. Demand for both flowers and plants was good. Prices for most products did not drop as we have experienced in the past, during very hot summers. In the weeks with high temperatures at that time, the average price of the cut flower hydrangea, for example, dropped sometimes far below the euro. Fortunately, that hasn’t happened in recent years, and it didn’t happen this year either. That’s satisfying.”

More demand for diversity
The reason for the improved pricing in general during summer holidays may also be thanks to the rising demand for diversity. “Exactly during the Dutch summer period, the assortment on the clocks of Royal FloraHolland is the widest. This is due to the great diversity of indoor/outdoor flowers and plants; niche and exclusive (summer) products can then be found on the clocks, there is something for everyone. Buyers and florists act well upon these trends towards their consumers. For several years now, we have seen the demand for diversity and developments in this area on the grower’s side increase worldwide.”

Supply and demand nicely balanced
The ‘not-so-hot weather’ resulted in fewer flowers on the clocks in recent weeks. “The wet weather and wind led to problems for some products, but overall, most growers were able to keep up the quality of their flowers and plants. In general, this benefited quality and prices. It was also reasonably favorable weather for buyers to buy and sell flowers. In that sense, supply and demand were nicely balanced over the last weeks.”

“From experience, we know that once the summer holiday period is over, demand usually picks up again. We are now slowly moving towards autumn, and we are already seeing the first autumn products in flowers, such as Symphoricarpus, Viburnum, rose hips, and ornamental fruit, appearing on the clocks. They are already well appreciated. Regarding plants, we also see demand for autumn products picking up. Typical plants for this period, including Hebe, pot chrysanthemum, Capsicum, and Calluna, are in great demand and are currently going out the door at great prices. The supply and demand for autumn products and colors (think of orange, red, brown, purple, and all other dark colors) is expected to increase further in both flowers and plants in the coming weeks.”

For more information
Royal FloraHolland