Another good year for FloraHolland
May 25, 2012, Aalsmeer, the Netherlands – The Royal FloraHolland Flower
Auction Cooperative finished the 2011 financial year with sales of more
than $5.34 billions.
May 25, 2012, Aalsmeer, the Netherlands – The Royal FloraHolland Flower Auction Cooperative finished the 2011 financial year with sales of more than $5.34 billion.
This was an increase of 0.7 per cent compared to the previous year, primarily the result of a 2.5 per cent increase in volume to 12.5 billion flowers and plants.
|European consumers continued to purchase flowers and plants in 2011, leading to an increase in sales volumes.
PHOTO COURTESY FLORAHOLLAND
“Although the economy was unstable,” notes general director Timo Huges, “the financial crisis intensified, and several countries – including the Netherlands – were hit by recession, the floriculture industry and FloraHolland experienced a good year.”
In 2011, the flower auction achieved its commercial and financial goals, something that not every individual grower will have experienced. Thanks to different products, certain groups of growers will have achieved good results while others will have not been as successful.
The digitization process in the floriculture chain is taking off, making extensive mutual information exchanges, digital trading platforms and tailored clock solutions possible. Moreover, growers are looking to contact one another to collaborate and strengthen in the market the areas of logistics, marketing, purchasing, sales and information exchange.
FloraHolland, the world’s largest auction organization, handles over
12.5 billion flowers and plants a year. About 4,100 employees work for