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Royal FloraHolland: Central auction expansion with roses launched

Over the past few months, hard work has been done on the implementation plans for the expansion of the central clocks. In mid-November, 5 steps will be taken to extend the C06 clock with Rijnsburg and to merge the rose clocks of Aalsmeer, Naaldwijk, and Rijnsburg into 4 new central clocks.

Renew at auction
"We know that the clock is and will remain an irreplaceable tool for many of our members. Therefore, a future-proof marketplace is crucial. We have already taken several steps to bring together the supply and demand of flowers per product type on one central clock (formerly National Auctioning). In order to further optimize pricing at the lowest possible cost. We are taking these steps in close consultation with the FPCs, guidance team, various buyers, growers, and auctioneers."

Implementation in steps
Their approach to implementation is to minimize the impact on buyers while limiting risk. "This is why we implement in steps, taking everyone along step by step. We start by adjusting the auction groups, which provides calm and clarity for the rest of the process. Then, we will proceed step by step and continue to test. If all goes well, we expect to be ready with the implementation by the end of November."

Central auctioning for buyers
"As a buyer, you have a better overview with central rose clocks because the supply is centralized. Buyers' wishes were explicitly taken into account when designing the auction schedules. For instance, there will be a clock where between 06:00-07:00, specifically for buyers who want to buy a wide color range in small quantities and have them delivered early. In addition, spray roses will be auctioned earlier. More specific features are in development. We will soon provide all those involved with all the new auction schedules, auction times and other practical information in order to be well prepared and thus make the transition as smooth as possible."

Central auctioning for suppliers
The impact for growers is clear, they explain:

  • You decide to which location(s) you bring your products, as always.
  • You determine the auctioning order of your own batches, as always.
  • A daily random location draw will be added, determining which location will be auctioned first.
  • There will be a change in auction schedules, the current Aalsmeer auction schedule will be the basis. We will soon inform you of all the details.

Richard Kneppers, chairman of FPC Roos
"I am positive about the move towards central auctioning and notice that my fellow suppliers are too. More concentration of supply generally yields a better price. I also find it interesting to spread my daily supply across the 3 export locations in order to optimize the delivery of my products."

Want to know more?
As soon as more details are known about the centralized rose clocks, Royal FloraHolland will share this information. Do you have any questions now? Then contact their colleagues at the Customer Contact Centre at +31 88 789 89 89. They are at your service from Monday to Thursday from 05.30 - 17.00 and on Friday from 05.30 - 16.00

Source: Royal FloraHolland

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