This year's International Women's Day on March 8 is a greater boost for the export of flowers and plants from the Netherlands. This in contrast to last year when Women’s Day resulted in little additional turnover.
Wholesalers note that the trading mood in the run-up to International Women's Day is good, though the final judgment on the results can only be determined after March 8th. After the export gain of 12% in January this year, the first data of Floridata, which records flower and plant exports, show a more moderate continuation in February.
"In countries where the economy is not doing so well, we see a trend towards cheaper flowers," says Marius Dekker, director of DGI. Marco Vermeulen, director of OZ Export, confirms this. "But Women's Day remains, particularly in the Eastern European countries, a day where flowers matter. We also see that purchasers are looking for alternative sources in countries other than the Netherlands or local production. That brings more dynamics in the international flower trade."
Kees van Rijn of Bart Kwiaty Polska, the Polish subsidiary of Van Duyvenvoorde Flowers & Plants: “Women's Day is the best of what is left over after the communist period in Eastern Europe." Since Poland's accession to the EU in 2004, the flower and plant exports from the Netherlands quadrupled to almost €188 million. To the Czech Republic for example, the export value in the same period more than doubled to €88 million, according to data from Floridata.
Although Women's Day is of American origin, it is, particularly in Russia, the flower day par excellence, also for Dutch wholesalers. Because of the economic crisis and unfavorable currency, the growth market of up to €250 million in 2013 has in recent years dropped to €120 million in 2016. Vermeulen: "More expensive flowers such as roses and chrysanthemums have partly been replaced by, for example, tulips, that benefit from this turnaround. The intrinsic demand remains and we can cater for this well."
Kees van Rijn of Bart Kwiaty Polska, the Polish subsidiary of Van Duyvenvoorde Flowers & Plants: “Women's Day is the best of what is left over after the communist period in Eastern Europe." Since Poland's accession to the EU in 2004, the flower and plant exports from the Netherlands quadrupled to almost €188 million. To the Czech Republic for example, the export value in the same period more than doubled to €88 million, according to data from Floridata.
Although Women's Day is of American origin, it is, particularly in Russia, the flower day par excellence, also for Dutch wholesalers. Because of the economic crisis and unfavorable currency, the growth market of up to €250 million in 2013 has in recent years dropped to €120 million in 2016. Vermeulen: "More expensive flowers such as roses and chrysanthemums have partly been replaced by, for example, tulips, that benefit from this turnaround. The intrinsic demand remains and we can cater for this well."
Structurally higher demand
Besides the extra boost from flower days such as International Women’s Day, Dutch wholesalers in flowers and plants ascertain that production lags behind with the structurally higher demand. This leads to higher purchase costs and in some segments to a preference for a lower priced range. "Because of our broad assortment there is a full offer for every budget", Dekker and Vermeulen point out.
After Women's Day on March 8, the English Mother's Day, this year on March 26, is the next important flower day for the Dutch flower and plant sector. Last year, both days fell in the same week. This year the timing is better.