Royal FloraHolland:

Rose scarcity in run-up to Valentine's Day results in higher prices

Royal FloraHolland is pleased with the supply of the rose in the run-up to Valentine's Day. Guido Vollebregt, Product Manager Rose at Royal FloraHolland: "In total, in the days before Valentine's Day, over 152 million rose stems have been traded through Royal FloraHolland. This is more than 9% less compared to last year. The reason for this decrease are the many rains in Kenya.

"The scarcity led to a higher average price, the total average price increased by 10 percent and the average price out of Kenya by 20% compared to last year." The turnover at Royal FloraHolland for this product category remained more or less similar to last year.

Dutch grower takes advantage of scarcity
Royal FloraHolland receives roses from three large production areas: Kenya, the Netherlands, and Ethiopia. The turnover segmentation is Kenya 40%, Netherlands 39% and Ethiopia 21%. The amount of flowers supplied by Dutch growers is similar to last year. They take advantage of the scarcity on the market, even though they grow a slightly different rose segment. They receive an average price that's around 3% higher compared to last year.

Supply out of Kenya and Ethiopia
Out of Kenya, due to the heavy rainfall combined with fewer sun hours, 22% less stems were supplied. In comparison with the challenging weather in Kenya, neighboring country Ethiopia has had exceptionally good weather for the time of the year. Usually, in the run-up to Valentine's Day, it is too cold in Ethiopia to supply large volumes. Higher temperatures therefore resulted in supply that's around 5% higher. Also they received higher prices for their roses, over 11% higher prices. 

Source: Royal FloraHolland


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