100% transition to Central Auctioning plant clocks by the end of 2024

Over the past months, Royal FloraHolland has gained experience with Central Auctioning for, amongst others, roses and a first central plant clock at all three hubs. Central Auctioning has led to positive effects such as better purchasing power, more stable pricing and higher buyer satisfaction, although there are also challenges. For now, Royal FloraHolland has decided to transfer all remaining plant clocks to Central Auctioning before the end of 2024. No decision has been taken on the continuation of flowers at this stage.

All plant clocks transferred before the end of 2024
Before the end of this year, the remaining local plant clocks of Aalsmeer and Naaldwijk will be merged into a maximum of six central plant clocks. Soon, all affected growers and buyers will receive more information about the planning and what will change when the plant clocks switch to Central Auctioning. Step by step, Royal FloraHolland is taking those involved along in the changes.

No decision yet on the continuation of Central Auctioning for flowers
For flowers, no decision has yet been made as to when we will continue the roll-out. Further analysis on a number of challenges is needed before Royal FloraHolland takes further steps in Central Auctioning of flowers. This will be done in close consultation with growers and buyers.

More information?
Do you have questions about Central Auctioning? If so, please contact your account manager or the Contact Center.