Choice in location order gives growers more control and a better market position

Since the start of the experiment 'location order’ within central auctioning, plant growers have been able to choose the location where their products will first appear on the clock. Over the coming weeks, three growers will share their experiences. They will talk about how the choice in location order helps them manage sales and revenue more effectively.

We kick off this series with Peter ten Have of J.&P. ten Have BV. As the owner, Peter represents the second generation of the family business, which has been active for 70 years.  

More control  

Peter was an early adopter when it came to setting the location order. ‘I have always advocated for more control. I can’t imagine not wanting to do this yourself,’ he says firmly.

‘The clock is a key sales channel for us. Our main products are outdoor green plants, poinsettias, begonias and outdoor Betulia,’ says Peter. ‘We auction every day, even when supply is limited.’ His strategy: first Aalsmeer, then Naaldwijk, and then Rijnsburg.

No random draw, the choice is yours

Peter considers the possibility to decide for himself where his products are auctioned first to be a major improvement. "I've had a very positive experience with it. Now I can always position my product at the best location. Previously, it was a draw. A random location draw may sound fair, but in practice it doesn't always work well. You could, for example, start at Rijnsburg, which is not a favourable location for my products. Then your price drops immediately, which can cost a lot of money. Now I'm fully in control."  

Supply and demand

Peter has noticed that he can now position his products better. ‘It's not that the products are now necessarily more expensive, but you can expect the highest price. It works psychologically: if you start at a strong location, you also start with a stronger price. Aalsmeer, for example, is the most favourable for us in terms of pricing. That price then also holds up at the other locations.’

However, he does see an area for improvement in the transparency of central auctioning: ‘Buyers now see the total volume of a product across all locations. When there is a large supply, for example, 100 carts of a certain type, they often wait because they think it will get cheaper. So that transparency influences buying behaviour. But that's also part of the game of supply and demand.’

His advice to other growers is clear: ‘Join in. Setting the location order yourself is pure logic. You have more control and more influence.’  

Would you also like to know how to set your own location order? You can read about it here.