It often occurs; prices are good at the auction, growers often have less production. Now, this is also the case for flowering house plants. Erik Boland, Plant Auctioneer at Royal FloraHolland, tells us. The prices are so high that it seems spring time. It is a different story for flowers, where prices are on the low side.
'Is it spring at auction, or am I mistaken?' I was asked this question by a buyer at auction. The prices of many flowering house plants are so good that they are comparable to spring prices. This is not true for all products; after all, it is still the middle of summer. But products such as Begonias, Cyclamen, pot roses, and heavy grades of Phaleanopsis are at good prices. Hibiscus, potted Chrysanthemum, Kalanchoe, and Campanula can even just be called expensive. This is not the case everywhere, as Hydrangea, potted anthuriums, Bromeliads, and Azaleas are averagely priced, although we do see a price improvement for the latter in the last two weeks.
As an auctioneer, you look forward to auctioning the next day. 'Crying in the greenhouse means laughing at auction,' or in other words, the less supply you have, the better the prices are. And calling growers daily to ask them if they keep thinking about the auction, too, is fun to do. 'We just don't have more available,' I invariably get in reply. 'If only we had more production!'
Auction presale price regularly set too low
'Because of the scarcity, we see that mediation is stealing away a lot before auction, and because of the dark weather, the number of units for the auction are lagging more. What we also see is that the auction presale price is regularly set too low, meaning that the maximum numbers are already pre-sold and growers regularly sell themselves short.
In cut flowers, we see a mixed picture. Overall, pricing is on the low side, barring some products. Larger quantities were purchased, but overall we see reasonable pricing this summer.'
Excellent pricing for autumn products
Among the plants, there is already full demand for Calluna, Hebe, Capsicum, and Leucophyttum. These autumn products are slowly increasing in numbers, and pricing is excellent. Along with other outdoor products that look visually appealing, these products are in high demand.
In flowers, we see that the biggest summer flower supply is behind us. Due to the wet and cold summer - which I am sure has not escaped your notice - there may still be some ahead when the sun really breaks through.''
Keep supplying the clock with enough produce
'In late August/early September, we traditionally see demand increase. Everyone is back from holidays, and the shops, stalls, and supermarkets need to be filled with flowers and plants again. In the case of plants, we expect scarcity in quite a few products, which will increase pricing even further, it is expected.
The auction is and will remain an excellent gauge of supply and demand. Keep honoring the auction and always keep supplying it with sufficient products, precisely when you can sell anything through mediation. Pricing is often extra good then, and you may be able to raise prices a little more via auction presales and mediation.'
Connect to grow
You are welcome to supply or buy on the clock! Contact Royal FloraHolland's customer service: +31 (0)88 789 89 89 and ask for an account manager or auctioneer.