A visit to Royal FloraHolland in Aalsmeer

A round around the clock in the run-up to Christmas

It is often said that growers want to switch to direct trade, particularly when prices are unfavorable. At Royal FloraHolland, they do not see it happening yet. Selling through the auction clock is traditional, but still going strong. 

Tuesday morning in the run-up to Christmas, we had the opportunity to make a round at the auction of Aalsmeer.

Below a small impression of the companies that we visited. Later on more information and photos on each will be presented in FloralDaily.

Red and white roses for Christmas
By plane and truck, the roses arrive at the auction in Aalsmeer. Before they will be auctioned, they will be unpacked, packed and put on water. They are now ready to be auctioned. Fresco Flowers is such a company that unpacks and prepares the flowers for 11 growers.

Gerjan Telleman of Fresco Flowers

In the run-up to the holidays, it becomes more busy. "In this final week before Christmas, we also work by night to prepare as many flowers as possible. During this period, the red and white roses are popular", explains Gerjan Telleman.

Behind the scenes
Wim Könst has been an auctioneer at Royal FloraHolland since 1986. His job is to estimate the minimum price of the product. "I decide what the starting price on the clock will be and several factors will play a role during the decision process. One is the quality." His working day starts before dawn by making a round in the cooler. He checks the products that will be auctioned and often bumps into buyers. As a result of the digitization, not only the flowers are not physically present at the auction room anymore, also the auctioneer gained a spot behind the scenes.

500 rose buyers
Until 4 am, the flowers are supplied. At 6, the bell rings and auctioning takes off. Despite the fact that the auction room in Aalsmeer is only half full this Tuesday morning, there are 2000 buyers who keep a close eye on the clock, with their fingers hovering over the button. 500 of them are focused on the roses only, the largest product category.

"Nowadays, buyers have the opportunity to buy on all clocks on all locations and do not have to move from one auction room to another", explains Wim.

Smart logistics
"When the buy is sealed, the flowers continue their journey to the buyer via a logistic system with carts and chain conveyor system."

“It is a smart system", says Wim. "When a lot of carts need to go to the same area, it would become too busy. Therefore, the route of the drives is adjusted a bit, then everything will run smoothly and no one has to wait.

Snow-covered roses
One of the buyers is Hoven & de Mooij, also based under Royal FloraHolland's roof. "We are the wholesaler of the exporters and buyers", explains Peter Vrouwe. "Exporters come to us to complete their order." 

Photo credit: Hoven & de Mooij

“The rose is still an important product, but several smaller product groups are working their way up. For example, the tinted or sprayed flowers or the snow-covered roses for the holidays."

For more information
Fresco Flowers
Legmeerdijk 313
Locatie No. 143-71
T: +31 6 15369473
Jaap Buis, marketing manager
E: info@frescoflowers.nl


Royal FloraHolland


Hoven & De Mooij / PortalFlora
Rijnsburgerweg 136a
2231 AH Rijnsburg
T: 0297800900
F: 0297360491
E: info@hovenendemooij.nl

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