Auctioneers' column: A time for reflection and looking ahead

In this final column of 2025, auctioneer Bart Zomerdijk looks back on the past year and looks ahead to what’s to come in 2026. You can read about the changes in auctions, the challenges and opportunities for growers and buyers, and a personal wish for the festive season.

The end of the year is always a time to pause and reflect. 2025 was another year full of change in the flower and plant market. There have been many changes, such as the introduction of order picking in several auction groups in Aalsmeer, different ways of auctioning and purchasing, and discussions about sustainability. It’s a matter of continuously going with the flow of change. Together, we have repeatedly found solutions to the challenges that came our way.

Trends in the flower and plant trade in 2025

• Seasonal peaks, always a busy time before special days.
• Consumers continue to seek experience, quality and sustainable choices. As a result, there is a rising demand for responsibly grown products.
• Economic uncertainties and fluctuating purchasing power put pressure on margins, partly due to rising costs.
• Internationalisation continued: more export flows, but competition also increased.
   

Changes in auctions in 2025

• The introduction of multi transaction auctioning (MTA), in which multiple buyers can purchase simultaneously within a single price moment.
• Plant growers can choose the location order themselves at central auctioning (experiment continues until the end of Q2).
   

Start of order picking for flowers in Aalsmeer for certain auction groups, with a different line up (random supplier draw) and more choice for growers to determine their own auction sequence.

• New packaging was developed and introduced.
• Optimisation of the local auction schedules for flowers in Naaldwijk and Rijnsburg
• Farewell to a few colleagues who retired, and we trained new auctioneers.
   

These steps made the auction system more efficient and predictable, with more choice for both buyers and growers.

The sector will continue to move on next year. Some developments we can expect:

• More digitisation, with continued progress in the development of new purchasing and auction systems like RFH Pre-Auction and RFH Auction on Floriday.
• More focus on sustainability, driven by regulations and market demand.
• Construction of a new cold storage unit and expansion of flower order picking in Aalsmeer.
   

What will 2026 bring?

As auctioneers, we stay committed to transparency, craftsmanship and a fair marketplace. Together with growers, traders and partners, we are building a future-proof auction system that continues to add value to our sector.

Stronger together in December

At this time of year, I reflect on what truly connects us: the passion for our profession and the appreciation for the beautiful products that passes through so many hands every day. The flower and plant world is built on craftsmanship, commitment and collaboration. This December, let's take extra care of one another: the growers who produce with dedication, the employees who show up every day, and the traders who ensure that our products find their way to consumers worldwide.

A personal New Year's wish

On behalf of all auctioneers, I would like to thank everyone for their trust, cooperation and commitment over the past year. I wish you happy holidays, wonderful moments with loved ones and a prosperous, healthy, successful and, above all, blossoming 2026!