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€ 142 million

Record Valentine's turnover for Royal FloraHolland

In the last full week before Valentine's Day, the turnover was € 142 million. This is the highest turnover ever recorded in the history of Royal FloraHolland.

FloraMondo also realised a new turnover record. In week 6 almost €6 million were traded via FloraMondo. Valentine's Day is more a flower event than a plant event. The flower turnover was almost €100 million, the highest ever turnover for flowers in one week. Turnover grew by 9% compared with week 6 in 2016. The number of items declined by 5%, while the average price rose by 15%.



300 million stems
Of the total supply of 300 million stems of cut flowers in this week, one-third consisted of roses, one-third of tulips and one-third for the rest of the assortment. The supply of tulips and roses was under pressure: the supply of roses decreased by 8%, the supply of tulips by 11%. The majority of the roses came from abroad, only 20% of the total supply of roses came from the Netherlands.

Growth in turnover of houseplants 11%
For houseplants, the growth was derived more from the quantity of items. The supply increased by 7%, and the average price rose by 4%. It became evident from the proportion of supply of the different products that plants are not as important gifts on Valentine's Day. The supply of pot roses increased by 10%, while the number of Kalanchoë - not really a Valentine's Day plant - rose by 43% and thus showed the greatest increase.

Source: Royal FloraHolland

Publication date: 2/17/2017

 


 

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