Experiment auction boxed rose seems successful

Since August 27, 2015, FloraHolland has been experimenting with roses being auctioned on the clock.

Because more and more transactions are taking place with roses being sold in a box, FPC Roos asked for the enabling of auctioning in the box. So far, the results are far from disappointing, and pricing can generally be said to be good.

Traditionally, roses are only auctioned in water at FloraHolland. The experiment was started because of the increasing number of transactions with boxed roses. Another advantage is the increased efficiency that can be achieved by both growers and clients. In addition, transport of roses is more efficient, because auctioning in water takes up thrice as much volume as auctioning in boxes.

Pricing optimal
The experiment has been running for 15 auction days now, and will continue until early October. Pricing didn't go well in the first week, product coordinator Leo van Rijn says, but the price continued to increase after that. "We monitor the price on a daily basis, and adjust where necessary. One of the things we optimized was the way we supplied, which means pricing is optimal as well now. Remarkably, growers who first auction a series of roses in a box first and then in water, realize better prices than the other way around. It was expected that the boxed product would be less appreciated than the product in water. But in practice, it's not that bad. Actually, in many cases, more is paid for product in boxes than in water. That's a very good result."

Source: FloraHolland

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