Location order: growers have more control over their own products

This week, the final grower shares his experiences with the “location order” experiment at central auctioning. Read about the experiences of Ten Have and Hoogendoorn Stephanotis.

In the experiment, plant growers have been able to choose the location where their products will first appear on the clock. This week, Mike Fransen (Sales) of the Piet Vijverberg nursery explains how the choice in location order helps him to manage sales and revenue more effectively.

Experimenting with the clock

Piet Vijverberg is an established name in floriculture, with a rich history dating back to 1946. ‘We grow in the high-end segment, mainly for wholesalers and garden centres,’ he says. ‘Our plants take their time to grow, allowing them to reach their full potential. The high-quality plants are sold and auctioned under the brand Star Quality By5.’

The Piet Vijverberg nursery deliberately auctions daily on the clock and embraces experimentation. ‘We’ve always had a great relationship with the auctioneers, which is why we’re happy to take part in this experiment.’

Strategic order

The location order is determined strategically: first Rijnsburg, then Aalsmeer and then Naaldwijk. ‘Florists in Rijnsburg tend to go for heavier trade, making it the ideal spot for our 4-branch Phalaenopsis. The initial price usually holds, so it's smart to start with your heaviest assortment as it benefits the pricing at the other locations as well,’ says Mike.

Tactics and flexibility

The Piet Vijverberg nursery is enthusiastic about the new approach. ‘There’s continuity; buyers know exactly what’s being auctioned and where, every single day. It's good to be in control of how you present your product.’ Customers are also noticing the change too: ‘They say, "Hey, you’re doing things differently than others.”’

The flexibility in choosing locations is valuable. ‘Previously, it was a draw. Now you can apply tactics,’ says Mike. ‘Some days Naaldwijk is better, sometimes Aalsmeer. We always look at our data.’

Vision for the future and advice

There's optimism about the future of central auctioning at the Piet Vijverberg nursery. ‘You can now sell your product in one go, instead of spreading it across different locations and time slots. The clock is and remains a real calling card. Buyers from all over the world are watching and making purchases.’

His advice to fellow growers is clear: ‘Dive into your data and find out which days give you the best prices. Just get started and see what happens. With location order, you have more control over your own product.’
 

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