From flower parade to auction clock

Anyone passing through the Bulb Region in recent weeks couldn’t have missed it: spring has truly begun. Auctioneer Luus Hooyman witnessed it all up close. From colourful fields and well-attended events to a lively atmosphere at the auction. In this column, she takes you on a journey through the atmosphere of the region and the latest developments at the auction.

What a festive time it is in the Bollenstreek. Spring is being celebrated to the full here. Keukenhof and the surrounding fields are ablaze with the most spectacular colours. As I cycle through them, everything seems more intense than ever this year. Everywhere you look, you see tourists enjoying the landscape. That creates a wonderful atmosphere in the region.

Last weekend also saw the flower parade. Beautifully decorated floats drove through Noordwijkerhout in the evening, atmospherically lit, before making their way from Noordwijk to Haarlem on Saturday. It was not only a celebration for the region, but also a wonderful promotion for our industry. The weather was on our side, so everyone thoroughly enjoyed themselves.

The sector makes its mark
A week earlier, ‘Kom in de Kas’ was on the programme. A great promotional event that showcases everything our sector has to offer. I visited the greenhouses in Roelofarendsveen. The atmosphere was good and there was a lovely variety of flower and plant companies on display. The walking route offered visitors a special behind-the-scenes look at the businesses that had opened their doors.

Lilies, networking and competition
There was plenty going on at the auctions too. During the lily product day, growers were positive about the promotion of their product for the next two years. That’s a good sign. There were also many buyers present, making the day an excellent opportunity to meet up and catch up. I had the privilege of leading the auction game on the historic clock in the Historic Garden of Aalsmeer. It was a fun competition between growers and buyers, in a beautiful location.

Changes at the clock
Meanwhile, we are seeing clear shifts at the clock. The tulip season is drawing to a close and peonies and hydrangeas are making their appearance. Pricing for these products is reasonable to good, as it is for other summer flowers. Pink and white are particularly popular at the moment.

With roses, we are seeing prices pick up again after a slump. Buyers are purchasing larger lots and the Average Selling Price (ASP) is on the rise. Will consumers still be tempted to buy a flower or plant now that everything is becoming more expensive?

That is precisely why it remains important that we continue to promote our products effectively. Because whether it’s a flower parade, an open greenhouse or trading at the clock: flowers and plants remain something special, and that is something we must continue to promote together.

Finally, a practical note: Today, Monday, is King’s Day in Netherlands, and we will be closed. On Tuesday, we will start the auctions early: flowers at 5 am and plants at 5.30 am.

For more information:
Royal FloraHolland
www.royalfloraholland.com