It is often said that growers desire to switch to direct craft , peculiarly when prices are unfavourable . At Royal FloraHolland , they do not see it happening yet . sell through the auction clock is traditional , but still going solid .
Tuesday morning in the run - up to Christmas , we had the opportunity to make a round at the auction of Aalsmeer .
Below a humble impression of the companies that we visited . afterward on more info and pic on each will be presented in FloralDaily .
Red and white roses for ChristmasBy airplane and hand truck , the roses arrive at the auction in Aalsmeer . Before they will be auctioned , they will be unpacked , jam-packed and put on H2O . They are now ready to be auction . Fresco Flowers is such a company that unpacks and machinate the flowers for 11 growers .
Gerjan Telleman of Fresco Flowers
In the run - up to the vacation , it becomes more busy . " In this final week before Christmas , we also work by night to prepare as many bloom as potential . During this period , the red and white roses are popular " , explains Gerjan Telleman .
Behind the scenesWim Könst has been anauctioneer at Royal FloraHollandsince 1986 . His problem is to count on the minimum damage of the product . " I decide what the starting price on the clock will be and several factors will meet a purpose during the decision process . One is the caliber . " His working sidereal day starts before aurora by making a unit of ammunition in the tank . He check the products that will be auction and often hump into buyer . As a issue of the digitization , not only the flower are not physically present at the auction room anymore , also the auctioneer gained a spot behind the scenes .
500 rose buyersUntil 4 am , the flush are supplied . At 6 , the bell rings and auctioning takes off . Despite the fact that the auction room in Aalsmeer is only one-half full this Tuesday morning , there are 2000 vendee who keep a close eye on the clock , with their fingers hover over the release . 500 of them are focused on the roses only , the largest product category .
" Nowadays , emptor have the chance to buy on all filaree on all locations and do not have to move from one auction elbow room to another " , explicate Wim .
Smart logistics"When the steal is sealed , the flowers continue their journey to the emptor via a logistic organisation with carts and concatenation conveyor system . "
“ It is a smart system " , allege Wim . " When a good deal of cart need to go to the same area , it would become too busy . Therefore , the itinerary of the drives is adjusted a moment , then everything will run smoothly and no one has to look .
Snow - covered rosesOne of the buyers is Hoven & de Mooij , also establish under Royal FloraHolland ’s cap . " We are the wholesaler of the exporters and buyer " , explains Peter Vrouwe . " exporter derive to us to complete their order . "
Photo credit : Hoven & de Mooij
“ The rose is still an important product , but several smaller intersection groups are put to work their way up . For instance , the tinted or sprayed flowers or the snow - covered rosiness for the holidays . "
For more informationFresco FlowersLegmeerdijk 313Locatie No . 143 - 71 thymine : +31 6 15369473Jaap Buis , marketing managerE:[email protect ]
Royal FloraHollandwww.royalfloraholland.com
Hoven & De Mooij / PortalFloraRijnsburgerweg 136a2231 AH RijnsburgT : 0297800900F : 0297360491E:[email protected]www.hovenendemooij.nl
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