Dutch flower auctions confirm strong February sales

While the turnover in the Valentine’s Day period was sorely disappointing in 2012, as frost covered much of Europe, it has turned out vastly better this year. Demand peaked in February and both flowers and plants found their way to the consumer with ease, FloraHolland reports.

The increasing attention paid to Valentine’s in Eastern European countries was very noticeable at the flower auctions in The Netherlands. Demand from that region of the continent, as well as for products which are typical of the Russian market, was remarkably high. A slight build-up towards International Women’s Day (March 12) was also evident at the end of February already.

At the end of the month an increase in turnover of 15.6% had been realized, compared to the previous year. Trade volume was 2.6% larger, nonetheless resulting in an average price of €0.37: more than 4 cents higher than back in February of 2012.

Roses – naturally the number one Valentine’s flower - sold for 4 cents more than in 2012, while 2% more stems were supplied to the Dutch flower auctions. Tulips performed comparably well, selling for nearly 3 cents more per stem while volume was up about 3%. Both Chrysanth varieties were also popular, disbudded registering 8.6 cents more and sprays a good 8 cents more per stem. Lilies also fetched 7.7 cents more.

House plants also profited from the increased attention paid to flora: turnover +14% as volume increased 10.3%. Phalaenopsis, bromelia, hydrangea, potted anthurium and potted rose all registered higher prices than they did last February. Seasonal products hyacinth and narcissus struggled, however, because of two-digit supply increases.

Even garden plants clearly did well. An overall turnover increase of nearly 18% went hand in hand with 3% more volume.

Source: FloraHolland