Auctioneers' column: Flowers in the snow, resilience on the auction floor

The past two weeks have been dominated by snowfall and icy conditions in the Netherlands. Traffic struggled to cope with the harsh weather, and many people stayed at home. Auctioneer Paul Freriks analyses the impact of these weather conditions on the auction clocks, with a particular focus on price developments and market demand. How did the flower trade hold up in the freezing cold?

The logistical challenges were significant, ranging from the absence of buses and trains to long traffic jams. The roads were slippery and consumers stayed indoors more often. While a bouquet of flowers at the supermarket still made it into the shopping basket, street stalls and garden centres had a tougher time due to empty car parks.

Prices remain surprisingly good

Despite the challenging weather conditions, prices at the auction clocks remained reasonably stable. Although prices fell slightly across the board, many products continued to perform well. Demand for spring products such as tulips, daffodils, grape hyacinths and hyacinths remained reasonably stable. Classics such as lilies, jersey lilies, flamboyant flowers and chrysanthemums also remained popular. Cut cymbidiums had a difficult start but showed a promising price recovery in recent days.

Among plants, “large greenery” (such as large ficuses) held up well. In addition, there was a wide range of potted moth orchids and popular winter bulbs in pots, such as crocuses and irises. They add a cosy and welcoming atmosphere to your home during the winter.

Strong together: heroes on the road and in the workplace

All drivers deserve a big compliment. They braved the cold and slippery roads to deliver the flowers and plants on time. The same goes for our auction employees, who braved the cold every morning to keep the trade running smoothly. Thanks to their efforts, everything ran smoothly.

What stands out is the resilience shown by everyone in the sector. Despite the challenges, the mood stayed positive. Growers and buyers supported each other wherever needed. There were frequent phone calls and consultations to keep everything running smoothly. This shows that the floriculture sector is strong, especially when the going gets tough.

Looking ahead: Love colours the market

Once the snow has melted and the weather gets a bit warmer, we expect demand for flowers to rise again. Because we are getting ready for Valentine's Day on 14 February. Red is always the undisputed favourite, closely followed by white and pink. Traditionally, Valentine's Day also marks the start of the annual peak season. We are ready. Are you?