Top 5 - yesterday
Top 5 - last week
Top 5 - last month
- Hasfarm’s network expands in Indonesia, partnering with Bromelia Flowers and Tropika
- "Breeders need to study the Chinese market carefully before introducing a variety"
- Royal Flowers merges with The Elite Group
- North America: “Unbridled optimism for Mother’s Day tempered by reality”
- “A new sales channel for flower companies without any labor or high fixed costs”
Dutch exports up 7.5% to € 3 billion
In May, the value of both flowers and potted and garden plants increased by almost 13%. Year on year, the value of flowers (+9%) grew more rapidly than that of plants (+5%). Wholesalers do note that the purchasing value is higher this year, especially in cut flowers. This doesn't apply to all product groups.
Never before was this revenue record of € 3 billion reached so fast, and never was the revenue value in one month as high as in May of this year, data from Floridata shows. The revenue hike brought the value in May to € 733 million. In May 2016, revenue was € 650 million. The 13% relative increase for one month is not an exception. In August 2016, the export value increased by 12%. It is a powerful impulse for the total export revenue though: from +6% up to and including April, to +7.5% up to and including May; a 25% increased. May 2017 had one more trading day than May 2016, which partly explains this.
Strong sales in Germany
Both in cut flowers as well as potted and garden plants, the Germans bought quite a lot more in terms of revenue value last month. Last year, Mother's Day was on May 8, while this month it was May 14, increasing the revenue calculated for the past month. And the Mother's Day sales were very good in Germany as well. "That was the case in several countries, so demand after Mother's Day remained high as well," says general manager Marius Dekker of exporting company DGI. Patrick Dobbe of a cash-and-carry in Aalsmeer confirms this for the Dutch market. Commercial manager Ron Toet of Waterdrinker points to a catch-up in the German plant segment. "In April, garden plant sales in particular lagged behind due to adverse weather. We caught up again in May." Furthermore, large-scale retail, DIY stores and discounters in Germany have focused more heavily on flowers and plants, a further analysis of sales channels by Floridata shows.
While Mother's Day on May 14 led to an impulse for flower and plant sales, that doesn't apply to French Mother's Day (May 28). French export revenue didn't exceed € 96 million, a little less than last year. The cumulative increase of the top three markets thus went down, but remains positive. The English market, second to Germany and ahead of France, also saw a decline. "The lower exchange rate of the British pound is the main cause of the decreased," manager Dick van Bommel of Heemskerk Flowers says, pointing to the fall from € 1.43 in peak year 2015 to € 1.18 now.
Optimism in trade
Wholesalers are seeing optimism in the current increase of flower and plant sales. "The event market is bouncing back again," Dobbe points out. Toet notes an increase in trust in the recovering economy throughout Europe. "Based on the results so far, we're reckoning with a good year." Dekker and Van Bommel echo this sentiment.
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