Auctioneers' Column: A volatile summer market and the next step in auctioning

The summer heat has Europe firmly in its grip, and this is evident within the flower and plant market. Demand is under pressure, and this is reflected in the prices. Auctioneer Luus Hooyman takes you through what she is seeing on the clock and what this means for you as a grower or buyer.

Summer weighs on demand
The impact of the summer is clearly visible on the auction floor. Demand is traditionally lower and buyers are more cautious in their purchasing. This means that prices for many products are under slightly more pressure.

The busy wedding season is now behind us, too, and this has a direct effect on demand. Whereas previously there was plenty of demand for white, you now see buyers passing over this colour more often. Interest remains varied for other products as well.

Erratic pricing at the auction
At the same time, the picture is not entirely bleak. There are still products that are being well received by the market. It is precisely these differences that make auctioning both enjoyable and challenging at the moment.

Pricing is erratic. Significant price differences can arise within a single batch. We don’t normally see this to such an extent. In other periods, the difference often comes down to growers and quality, but now market uncertainty is playing a major role.

Good information makes all the difference
In these circumstances, it is particularly important that, as a grower, you have your affairs in order. Ensure your product information is accurate, with the correct level of maturity stated.

Photographs also play a key role. A clear and realistic image of your product helps buyers make a decision more quickly. If necessary, use RFH Photo to take a high-quality photograph in which the flower is clearly visible in detail. Right now, these small differences can have a major impact on the outcome.

Holiday period reflected in the market
We are in the middle of the holiday period, and this is reflected in trading. Demand is expected to pick up again after the summer. At the same time, there is always a need for fresh produce, particularly seasonal produce. Even after the holidays, consumers will want to freshen up their gardens or homes. This presents opportunities in the market.

Auctioning via Floriday with RFH Auction
Over the past period, we have conducted extensive testing of auctioning via Floriday in collaboration with buyers. Initial feedback has been positive, and the user tests have provided valuable insights. We are working hard on a number of final technical issues, after which we will switch over the first auction clock.

As a grower, you won't notice much of a difference. For you as a buyer, too, very little is changing in day-to-day practice at the moment. It is, however, important that you are prepared, with the correct Floriday links and login details, so that you are ready for the next step. If you'd like to know more about Auctioning via Floriday, take a look at the project page.

Staying on our toes together
The market currently demands vigilance. Demand is fluctuating, prices are moving, and at the same time we are taking steps towards a new way of auctioning.
It is precisely at times like these that it is important to stay on our toes. Good product information, informed choices by buyers and clear guidance at the auction make all the difference. In this way, together we ensure that trade continues to flow and that we are ready for the next step.