Auctioneers' column: From Valentine's Day to Women's Day

Valentine's Day kicked off a series of important flower moments. In this column, auctioneer Edwin Chrispijn looks ahead to the next key occasion: Women's Day. He highlights how much work has gone into preparations over the past few weeks. From growers and buyers getting everything ready to the products that take centre stage and the way the market is shifting towards 8 March.

The hustle and bustle of Valentine's Day is barely behind us, and yet we are already moving toward the next peak moment: Women's Day. We often focus mainly on the act of giving, the market sentiment or what happens at the clock. But behind the scenes, much more has been happening for months.

Preparing, calculating and switching gears

For growers, Women's Day doesn't start in March, but often much earlier. Setting prices, making agreements with buyers and organising transport all takes place well in advance. Above all, growers put love, attention and energy in their crops every day. By closely monitoring and adjusting the bioclimate, growers ensure that every branch is cut at the right time and meets the required quality before entering the supply chain.

Buyers also start early. They gather market information, make pre-sales, coordinate prices and ensure that their stock matches demand. The clock remains an important tool for limiting risks and purchasing flexibly as the market shifts. Those who can predict well can buy smartly and with purpose.

Wide range, rising demand

Valentine's Day is all about red roses, but as Women's Day approaches, the picture shifts to a broader colour palette. We also see a much wider range taking centre stage. Tulips, lilies, chrysanthemums and eustomas clearly lead the way during this period. In addition, smaller products such as cut kalanchoe and cymbidium, are benefit greatly from the extra demand.

We see this rising demand reflected in the market as well. Retail buyers are usually the first to act: they purchase the large lots and immediately set a firm floor price. Then the exporters step in, pushing prices even higher. It’s only in the final days before Women's Day that the domestic market joins in. Although Women's Day is still mainly an export driven occasion, interest within the Netherlands is growing slightly every year.

Who knows, perhaps in the future we’ll even celebrate a truly Dutch Women's Day.

The power of the supply chain

The flowers that ultimately reach the consumer have received attention at every step of the supply chain. Growers cultivate with passion. Buyers trade with passion. And we, as auctioneers, guide this entire process every day with care and craftsmanship. Compliments to everyone involved, because the whole chain works together towards the same goal: bringing flowers and plants to the consumer at exactly the right moment.

If you want to make someone shine on 8 March, which flower will you choose?