demand, growth and auctioning via Floriday

At Royal FloraHolland’s flower and plant clock auctions, auctioneer Edwin Chrispijn reports steady market activity, driven by a combination of international Mother’s Day demand, shifting supply volumes, and upcoming changes to the purchasing platform.

International Mother’s Days create extra demand
Although Mother’s Day has already passed in the Netherlands, several other countries, including Sweden, Poland, and France, observe the holiday in the weeks that follow, providing continued demand at the clock.

Supply from growers of roses, peonies, and chrysanthemums was notably tighter during this period, which had a positive effect on prices. At the same time, summer supply is gradually coming online, with products such as aster, thistles, and sanguisorba beginning to appear — though prices for these remain relatively subdued. Hydrangea continues to sell strongly and moves quickly through the auction. Fluctuating temperatures have slowed overall crop development: tulips, for example, remain available, with stable prices despite declining volumes.

Overall, the market has seen stable clock prices during this period. The true summer peak has yet to materialise.

Growth spurt is coming
With temperatures rising and growing conditions improving, outdoor crops are expected to accelerate. This may result in multiple products reaching harvest readiness simultaneously, leading to a rapid increase in supply over a short period.

The start of the peony season in particular is expected to have a significant impact, as large volumes of field-grown peonies make their way to the clock.

Developments in buying on the clock
Royal FloraHolland is drawing buyers’ attention to an operational change. The auction is transitioning step by step from the KOA system to purchasing via Floriday. A new app, RFH Auction, is currently under development to support this process. The transition is being rolled out in three phases. As with any system change, there is an adjustment period, and buyers are encouraged to stay informed. Current information is available on the Veilen via Floriday page on the Royal FloraHolland website.

Taking action together for Roparun
Royal FloraHolland recently organised a charity clock auction in support of the Roparun — a non-stop relay run of more than 500 kilometres in which teams raise money to improve quality of life for people with cancer. A range of roses was sold at the charity auction, with proceeds going to the cause. Royal FloraHolland thanked all participating growers and buyers. The Roparun takes place over the Whitsun weekend. Donations can be made via Team 97 | Royal FloraHolland.

Pentecost and early auction day
Finally, it is Pentecost this weekend. Not a typical flower day in trade, but still a moment when flowers play a role in atmosphere and experience, for example in churches.

After an extra day off for many on Monday, we will start the clocks an hour earlier on Tuesday. So enjoy the weekend, leave the alarm off on Monday — and set the alarm an hour earlier on Tuesday!

For more information:
Royal FloraHolland
https://www.royalfloraholland.com/