An erratic summer market and the next step in auctioning

Summer heat across Europe is affecting the flower and plant market in the Netherlands. Demand is under pressure, which is reflected in prices at the auction. Auctioneer Luus Hooyman describes what she is seeing on the clock and what it means for growers and buyers.

Summer puts pressure on demand
The impact of summer is clearly visible on the auction clock. Demand is traditionally lower during this period, and buyers are more cautious in their purchasing. As a result, prices for many products are under somewhat more pressure.

The busy wedding season has also come to an end, which directly affects demand. Where white flowers were previously in high demand, buyers are now passing on this color more often. Interest in other products also remains inconsistent.

Volatile pricing on the clock
At the same time, the picture is not entirely negative. Some products are still being well received by the market. These contrasts make auctioning both interesting and challenging at the moment.

Price formation is volatile. Significant price differences can occur within a single batch, something not normally seen to this extent. In other periods, differences are usually explained by grower or quality variation, but currently, uncertainty in the market plays a much larger role.

Good information makes the difference
Under these conditions, it is especially important for growers to have their administration in order. Product information should be accurate, including the correct indication of ripeness.

Photos also play an important role. A clear, realistic image of the product helps buyers make quicker decisions. Growers can use RFH Photo to produce a high-quality image that shows the flower in detail. At the moment, even small differences like this can have a significant effect on results.

Holiday period visible in the market
The Northern Hemisphere holiday season is currently in full swing, and this is reflected in trade. Demand is expected to pick up again after the summer. At the same time, there remains ongoing demand for fresh products, particularly seasonal ones. After the holidays, consumers also tend to want to refresh their gardens and homes, which creates new opportunities in the market.

Auctioning via Floriday with RFH Auction
Extensive testing of auctioning via Floriday has been carried out together with buyers. Initial experiences have been positive, and user testing has produced valuable insights. A number of final technical points are being addressed before the first clock is converted to the new system.

Growers are expected to notice little change as a result. For buyers, too, daily practice will remain largely the same for now. It is nevertheless important to be prepared, with the correct Floriday connections and login in place, in order to be ready for the next step. More information on auctioning via Floriday is available on the project page.

Staying sharp together
The market currently calls for vigilance. Demand is fluctuating, prices are shifting, and at the same time, steps are being taken toward a new way of auctioning.

In periods like this, staying alert is essential. Accurate product information, informed choices by buyers, and clear guidance on the clock all make a difference. Together, these efforts help keep trade running smoothly while preparing for the next step.

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