Veiling Rhein-Maas, a flower and plant auction based in Straelen-Herongen in the Lower Rhine region of Germany, recorded product sales of €108 million in the first quarter of 2026, an increase of nearly five percent compared to the same period the previous year.
Sales in January and February were held back by cold winter conditions and heavy snowfall in parts of Germany. Towards the end of the quarter, the conflict in the Gulf region also began to affect import logistics, with flight cancellations and rising freight costs. So far, however, these disruptions have not led to significant changes in supply.
March delivered a strong rebound, with warmer spring weather driving a clear improvement in key performance indicators, including available volumes. Tulips and roses saw the most notable volume increases, but other crops such as carnations also performed well. Cut flower volumes and product values in Q1 2026 were both higher than in the corresponding quarter of 2025.
The potted plant segment also benefited from the spring conditions in March. Bedding plants sold well, and sales of summer-flowering varieties started earlier than usual. Hardy perennials and flowering indoor plants also recorded solid results. Overall, potted plant sales volumes and product values came in slightly below the previous year's Q1 figures, while average prices remained broadly in line with the year-earlier period.
"The strong month of March and the good weather showed us the potential of selling through Veiling Rhein-Maas," said directors Günther Esser and Cees Hoekstra. "Unfortunately, that potential was not sustained around Easter, when temperatures dropped again. Nevertheless, we are optimistic about the important summer months ahead and look forward to higher temperatures and the start of the garden season."
Further developments
Looking ahead, Veiling Rhein-Maas says its focus for 2026 and beyond will be on the ongoing development of its sales channels and infrastructure at the Straelen-Herongen site. Building on results from a customer satisfaction survey carried out in autumn 2025, which indicated that customers are generally satisfied with the auction, the company is developing initiatives to improve purchasing channels, services, product range, and communications. New services for the Veiling Rhein-Maas Service Centre are also in development.
Customer and Growers' Day 2026
The annual Customer and Supplier Day took place in January 2026, with a packed auction hall in Herongen. The highlight of the event was the election of Customer and Supplier of the Year, with this year's edition centred on the theme of digitalisation.
Trade fair presence
During the first quarter, Veiling Rhein-Maas was represented at several international trade events, including IPM Essen (Germany), HortiContact in Gorinchem (Netherlands), the bulb industry trade fair Vaktentoonstelling in Zwaagdijk (Netherlands), and the Flora Spring Expo at Royal FloraHolland in Aalsmeer (Netherlands).
Source: Veiling Rhein-Maas
