Auctioneers' column: Heat at the auction, a sizzling market full of contrasts

Auctioneer Paul Freriks has been keeping a close eye on the auction clock these past few weeks. The extreme heatwave across Europe is creating a rather unusual market outlook. On the one hand, supply is selling at a lower pricepoint or, unfortunately, sometimes remains unsold. On the other hand, there are segments where demand and prices remain steady. In this column, he shares his observations and highlights where opportunities still lie.

As soon as the weather gets warmer and the sun shines brighter, there is traditionally more supply coming to the auction. This year, that effect is even more pronounced due to the persistent heat across large parts of Europe. At the same time, you notice that consumers are less interested in flowers and plants. They are mainly looking to find relief from the heat. This is putting pressure on demand.

Nevertheless, this situation also presents opportunities for the sector. Flowers and plants actually help to make an environment cooler and more pleasant. At a time when extreme heat is becoming more common, that is a message that is growing in importance. As a sector, you can capitalise on this. Consider, for example, initiatives such as ‘Out with the paving slabs, in with the greenery’. Campaigns of this kind offer you, as a grower or buyer, opportunities to effectively promote your product.

Current market outlook: differences between segments

Demand has come under pressure in recent weeks. This was clearly reflected in lower prices at the auction. However, the picture is not the same everywhere.  

In the cut-flower sector, some products continued to sell well. Examples include hydrangeas, craspedia and lepidium. These products were still fetching good prices. At the same time, high volumes and heat-sensitive varieties struggled.

We also saw prices for plants fall in recent weeks. Fortunately, a slight recovery has been visible over the last few days. At the time of writing, this gives cause for cautious optimism for the coming period.

Events keep the market moving

What's also noticeable is that demand from events and weddings remains strong. Even in extreme heat, these occasions often go ahead as planned. Flowers remain a key part of this. For instance, the date 26-06-‘26 generated extra demand for exclusive products. At the same time, there were also reports of bridal couples having to adjust their plans due to the heat. That contrast is typical of this period.

Supply in the peony assortment declined. As a result, we saw a slight price recovery for some varieties. However, it remains important that quality and maturity are high. Exclusive products, in particular, remain in demand. Think of small volumes for events and bridal arrangements, such as trailing Prince of Wales feather and ‘Dali’ cut hydrangeas. Strong prices are often paid for these.

Appreciation for the sector

During this heatwave, I would also like to express my appreciation. Growers continue to work daily in high temperatures, both in the greenhouse and in the fields, to supply their produce. Traders and florists ensure that everything sold finds its way to the customer. It's precisely at times like this that you see just how resilient and committed our sector is.

The coming period will reveal how supply and demand develop further. The heat is playing a major role in this. One thing is clear to me: even in a hot and challenging market, opportunities remain. If you’re focused and respond effectively to demand, you can make a difference.

You see it every day at the auction: timing and attention to quality remain crucial.