Auctioneer Erik Wassenaar takes you behind the scenes of this week's flower and plant pricing game. "As an auctioneer, I witness price shifts every week—sometimes dramatic ones. The ornamental horticulture market is never boring. I'm happy to give you some insight into what's really happening with prices on the auction clock. Are they really as low as people think? Or is there more to the story?
Prices are holding up well
Many in our industry assume prices around this time of year are always "moderate to low." I hear it often in my role. But when I look at the numbers from recent weeks, the reality tells a different story.
Yes, we've just come out of a period of strong prices, so it can feel like a letdown when they return to what's "normal" for this season. As an auctioneer, you have to let the clock do its job—but it's still tough to see prices fall when you've grown used to higher ones.
That said, the average flower price on the auction clock this year (so far) is actually higher than last year's—and higher than previous years as well. Only in week 11 was the price just half a cent lower than last year. So overall, that's pretty good news!
Fewer flowers, higher prices
Still, it's not all rosy. Prices and availability always go hand in hand. And week after week, we're seeing significantly fewer flowers going to auction compared to last year—we're talking tens of millions fewer per week.
So while a higher average price sounds positive, it doesn't automatically mean growers are earning more. Selling fewer stems per square meter ultimately brings in less revenue—especially since production costs remain high. That's not a sustainable formula.
Not every flower is thriving
There are also major differences between products. Take short-stemmed roses (40 cm and under), for example—they've had a tough time lately. But the strange thing is: that can change overnight. Pricing can suddenly swing back into very positive territory. That unpredictability is part of what makes auctioneering exciting—but also challenging.
Mother's Day: The next milestone
If we can maintain these current price levels through Mother's Day, it would be well above expectations—certainly beyond my expectations. When I combine this outlook with RFH's recently published 2024 figures, the overall mood and future prospects look increasingly positive. Still, we have to stay cautious—nothing is ever guaranteed in our market.
Spring Is in the Air
A lot depends on the weather. And thankfully, it's starting to cooperate. The sun is out, although we could use a bit more warmth. You could definitely say, "spring is in the air."
People are getting outside more, as we saw last weekend with strong attendance at Keukenhof and the Flower Parade through the Bollenstreek ending in Haarlem. Hopefully, all this floral beauty continues to inspire people to buy more flowers.
German Tourists as a test case
The week after Easter is always a bit of a test case: many German tourists spend their holidays in the Netherlands. That means they're not at home—so they're also buying fewer flowers. We see this trend every year in the numbers. What effect that will have on prices this year? We'll have to wait and see. So far, so good!