Auctioneers' column: The heartbeat of spring on the clock

Spring has arrived and you can feel it immediately on the auction clock. For auctioneer Paul Freriks, this is one of the most exciting times of the year. Winter is drawing to a close, the supply is changing rapidly, and demand is picking up. In this column, he takes you through the first weeks of spring on the clock, the run-up to Easter and the increasing supply of Dutch seasonal products.

Spring is the season of renewal par excellence. After the quiet winter months, the auction floor comes back to life. Nowhere is that transformation more tangible than at the Royal FloraHolland auctions. For us as auctioneers, this is a magical period: the grey winter months give way to an explosion of colour and supply. The first rays of sunshine encourage consumers to venture outdoors again. They visit florists and garden centres, eager to bring spring into their homes and gardens.

Peak at Easter

In the run-up to Easter, trade really picked up. Outside, the bulb fields and Keukenhof are ablaze with color, but the real dynamism is at the auction clocks. Potted and cut tulips, daffodils, and hyacinths were especially popular. The supply is wide-ranging, from familiar varieties to new introductions. That makes it exciting for buyers and a great opportunity for growers.

The traditional Easter colors of white and yellow performed well. Prices were generally strong, much to the satisfaction of many growers. The warmer weather and longer days clearly helped. People felt inspired to get out into the garden or spruce up their patios. Bedding plants also benefited, particularly around the Easter weekend.

A relay of seasonal produce

Another clear shift is in the origin of supply. While winter brings many imports, the share of Dutch seasonal products is now growing rapidly. Every day, more volume is added and the assortment expands.

For me as an auctioneer, that’s a real pleasure. You walk onto the trading floor in the morning and see new products appearing all the time. It feels like a relay race: while one product group is still in full swing, the next trendsetter is already waiting in the wings.

We recently saw the first Dutch cut hydrangeas and greenhouse peonies appear on the clock. That is always a special moment. For me, it signals that the auction year is truly entering a new phase.

Change as the sector’s strength

In the Netherlands, we love to complain about the weather. It’s too wet, too cold or too upredictable. But those very seasons are a major strength of our sector. They bring variety, scarcity, and renewal.

Not every product is available all year round. And that is precisely what makes flowers and plants so appealing. When something is only available for a limited time, it creates extra demand. You can see that reflected in the trade and on the auction floor.

As an auctioneer, I have a front-row seat every day. Spring has only just begun, but the first trump cards have already been played. And if this is a sign of things to come, it promises to be a great season.