Every six months, Royal FloraHolland provides a status update from Auctioning at the three export locations, looking back and ahead. This update highlights new developments and key figures, which are outlined in this article.
In 2025, a large volume was traded via the clock: almost 5 billion flowers and plants. Flowers remain by far the most important product group, with a share of over 82% of turnover and 94% of units. Total clock turnover amounted to more than €2 billion. Although this is slightly lower than last year, there are positive developments. Auction Pre-sales, for example, grew significantly. Turnover increased by almost 10% to €285 million, and the number of transactions rose by 7%. As a result, Auction Pre-sales' share of the total increased further to almost 28%.
The range of products offered at auction remains broad. In total, 18,930 different products were traded, slightly more than in 2024. The ratio between auction sales and direct trade is evenly split at 50%-50%. However, auction sales remain slightly higher, with 3.5 million more stems.
Auctioning via Floriday
Innovation in auctioning is essential for continuity. The current Remote Buying (KOA) system dates back to the 1990s and comes with limitations and risks. To address this, Royal FloraHolland is developing two new auction applications within Floriday to create a future-proof digital platform for the entire floriculture sector. This will make it possible to gradually phase out outdated systems.
Buyer onboarding has already started for RFH Pre-Auction, the new central location in Floriday for auction preparation, including viewing and marking clock supply. As a result, FloraMondo was discontinued for auction preparation at the end of December. Auction Pre-sales have also been moved to Floriday. At the beginning of 2026, RFH Pre-Auction will be rolled out to all KOA users.
At the same time, development is underway for RFH Auction (auctioning via Floriday) for the three export locations. This is being done in close cooperation with buyers, including regular testing sessions. The rollout of RFH Auction is expected to start in the autumn of 2026, marking the gradual phase-out of Remote Buying.
Multi-transaction auctioning
Since April last year, multi-transaction auctioning has been introduced as the standard method of auctioning. On average, auction times have been reduced by 15 to 20 minutes, depending on the type of clock. Most buyers have responded positively, and auctioneers are also noticing the difference.
Alongside shorter auction times, the share of Auction Pre-sales has increased. These developments have led to further optimisation of auction schedules, including the merging of several local flower clocks.
© Royal FloraHolland
Central Auctioning
After several years of full development of Central Auctioning, some negative side effects have become apparent in practice. As a result, the decision has been made to put the further rollout for flowers, in its current form, on hold. A new vision for the future is currently being developed.
In addition, an experiment with a choice in location order for plant growers was conducted this autumn. Due to high satisfaction among growers, this experiment has been extended until the end of Q2 2026.
Other developments
The rollout of Floriday Daytrade, the new method of day trading, is continuing. This allows growers to bring products to market earlier, reach more buyers, supply day trading on full carts, and have Royal FloraHolland handle the logistics. For buyers, this results in a broader range of flowers and plants and more delivery options, as products are already available at the hubs.
New purchasing workstations for buyers have been created in Rijnsburg. With this step, Rijnsburg, like Naaldwijk and Aalsmeer, no longer has an auction hall but instead offers modern purchasing workstations for buyers who prefer to purchase physically at the hubs.
Finally, the RFH app has been updated. From 2026 onwards, users will no longer miss important and up-to-date news from Royal FloraHolland and the floriculture sector. In the event of disruptions, users will also receive immediate push notifications with the latest information.
