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FloraHolland figures November

Netherlands: More units and turnover, prices only slightly up

The month of November was exceptionally mild, wet and the amount of sunshine was normal. The mild weather was favorable for the sale of garden plants so the number of units sold was higher than last year. FloraHolland’s total turnover in November compared to 2014 was 6% higher at 5% more units. November had one more auction day than last year, which obviously contributes to the increased units and revenue. The average price rose by 1%.

Cut flowers: slight price increase and more units
The cut flower sales grew by 6% compared with last year at 5% more units. The price rose slightly by 1%. There was an improvement in the rose price by nearly 13%. The braided and disbud chrysanthemum price was stable. The supply of the former rose by 5%. The disbud chrysanthemum decreased in supply by 2%. The gerbera price dropped by 31% due to a supply increase of 24%. It was not a peak month for amaryllis either, with sales falling 2%. Of the cut flowers top 15, sales increased strongest in the hydrangeas, by 31%.

Houseplants: slight price decline with more units
The houseplants price decreased by 1% at 4% more units sold. Turnover recorded a plus of 3%. Phalaenopsis is responsible for almost a third of the houseplant turnover. The price of this orchid was somewhat under pressure, dropping by 8% at 5% more units sold. Second, third and fourth place in the top 10 show typical seasonal products. At two, the hyacinth’s sales fell by 5%. At three and four, respectively the poinsettia and the potted amaryllis. Both products achieved a sales increase of 6%. Notable with the houseplants is also the growth in arrangement units (+35%), a bromelia price rise of 10% and 23% more pot roses sold. This pot rose supply increase resulted in a price decrease, by 16%.

Sharp increase in sales garden plants
In November the garden plant supply was 19% higher than last year, particularly in regards the helleborus. Its supply increased by 52% with a decrease of 5% in price. Another notable grower in units was the calocephalus or Silver Sand. At 60% more units the price decreased by 21%. It was an off month for cyclamen and Erica. Sales of these two garden plants decreased by 18% and 37% respectively. Ilex did well, achieving the top 10 of garden plants, with the highest price increase, by 17%. In total the garden plants sales were 17% higher than in 2014.

source: FloraHolland
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