Koninklijke Coöperatieve Bloemenveiling FloraHolland (the Royal Cooperative Flower Auction FloraHolland) closed 2014 with a turnover of €4.4 billion. This represents slight growth of 1.2% compared to the previous year.
At FloraHolland, the largest international marketplace for flowers and plants in the world, 12.5 billion products were bought and sold last year. A slight increase in both prices and volume contributed to the growth in turnover. Although there are differences per product group, in 2014, growers on average received 0.2% more for their flowers and plants than the year before. The total sales volume increased by 1%.
Varying results per product group
The total turnover of cut flowers bought and sold via FloraHolland in 2014 totaled €2.5 billion, which is an increase of 0.7% compared to the previous year. The volume of this product group increased by 1% while the average price dropped slightly by 0.3%. The total turnover of the houseplants product group increased by 2.6% to €1.6 billion. This growth is largely attributable to a 1.9% increase in the average price. The number of supplied units was slightly higher (0.8%) than last year. In 2013, the turnover of garden plants dropped as a result of a very long winter and this was followed in 2014 by another drop in turnover in 2014 due to the extremely mild winter. A slight increase in volume of 0.3% and a drop in price of 1.5% brought the turnover in this group to €0.35 billion
Movement in the market
In 2014, a shift was again apparent from clock sales to direct sales channels. At 2.7%, this shift was less significant than in the previous year. Auction sales represented 48.9% of the total turnover in 2014, while 51.1% was sold via direct channels. As the volume at the clock is expected to decrease further, FloraHolland needs to take action in response. This aspect plays a key role in the new strategy: FloraHolland 2020. Ideas in this regard are being further developed with FloraHolland members, their customers and FloraHolland staff.