The November 1st period, fluctuating trade, and the lead-up to the December weeks: these are busy times at the Rijnsburg auction in the Netherlands. For a company that has only been around for a year and a half, FlowerGreens has already made significant strides in a short time, says Gerben Kuivenhoven. "We are growing rapidly, and while it takes energy, it gives back even more energy."
The workday starts early in Rijnsburg. "The clocks start at 6:00 a.m., so everyone has to be ready by then," says Gerben. "We supply to flower wholesalers, and what we sell often moves on to customers the same day. So we're always moving at a high pace."
© FlowerGreens
Strong November 1st
The recent holiday was positive for FlowerGreens. The company has only been operating for a year and a half and saw clear growth during the second November 1st round. "We did more volume, gained new clients, and expanded in product groups and personnel. This upward trend is continuing, more and more customers are finding us."
Green weeks
The week after November 1st - also known as trade fair week - went as expected, relatively quietly. "That's part of it," says Gerben. "But after that, it picks up right away. This week is really a great week. We're heading into the Advent weeks, and those are regular peak trading periods."
According to him, the weather matters less. "Christmas will come anyway, the store will switch to Christmas themes regardless of the weather. It doesn't matter if it's 25 degrees or 5, eventually the trade will happen. Perhaps a little later if the weather remains mild, but it will happen."
In product groups, there is a clear trend. "We saw significant growth in stabilized products in various colors. Additionally, Kaaps groen (Cape green) from South Africa remains a staple in our assortment. There is high demand for different types of Cape greens and other foliage. The weeks leading up to Christmas are always green weeks, simply fewer cut flowers are sold and mainly a lot of greenery."
Pressure on logistics
Apart from trade, Gerben mainly sees challenges in planning and logistics. "We work a lot with air freight, which always carries a risk of delays or cancellations. Our task is to ensure sufficient stock and neatly fulfill pre-orders. The coming weeks are simply busy. You then need to ensure there are enough people and tight processing so that everything goes out on time."
Monday remains the busiest day at the auction. "That's what I hear from everyone. Monday is the biggest day."
Looking ahead
The outlook is positive. "We are growing healthily, in clients, product groups, and personnel. We will do everything we can to sustain this growth into 2026. The plans are in place, but you are always dependent on how the flower trade evolves."
For more information:
Gerben Kuivenhoven
FlowerGreens
Tel.: +31 6 30300578
[email protected]
www.flowergreens.com
