The FloraHolland flower auction cooperative which runs the main flower auctions in The Netherlands is reporting 1.6% growth after what was a challenging year. Turnover for the whole of 2013 has ended up at 4.35 billion euros. The centrality of the auction clock is clearly declining meanwhile.
A total of 12.4 billion products were traded through the world’s largest international flowers and plants trade platform over the course of 2013. Average prices improved when compared to 2012 (about 2% across all product groups), which played a big role in keeping FloraHolland’s end-of-year figures positive.
Both the cut flowers and house plants categories evidenced growth in 2013. Garden plants not so; the long period of wintery weather during the spring dampened demand (-2.2%). Cut flowers remain the largest product group, which grew by 2% to a total of 2.5 billion euros. Indoor plants noted a plus of 1.9%, for a sales total of 1.5 billion euros.
A Changing Market
Auction clock sales are exceedingly giving way to direct sales through FloraHolland Connect – the flower auction’s intermediary services. Clock turnover fell by 4.7%, ending up at 2.2 billion euros, while the turnover through Connect increased by no less than 9.3%, to 2.1 billion euros. Of all the auction’s sales 51.5% went via the clock – that was still 55% in 2012.
Source: FloraHolland/ Florint / Translated to English by: Jonas Zwitserlood