The auction has always owed its strong position to the clock. This method of selling is known as the ‘Dutch auction’. A very wide and deep assortment of flowers and plants is available though the FloraHolland auction clocks on a daily basis. Every day, 39 auction clocks are in operation at FloraHolland centers. This means 125,000 auction transactions every day. In other words, 12 billion cut flowers and over half a million plants a year.

Remote Buying

In order to take advantage of new market demand, economic developments and technological possibilities, FloraHolland invests a great deal in the system of sale through the clock. For example, FloraHolland offers dealers sophisticated facilities for online buying: Remote Buying (KOA). With the help of such services as Remote Buying, FloraHolland is able to attract an increasing number of (international) buyers to the auction. And the stronger the ‘purchasing power’, the more attractive it is for growers to trade their products through FloraHolland.

Image auctioning

In the case of image auctioning, flowers and plants no longer appear in front of the clock but photographs of the products are displayed in the auction rooms. The main advantage is that flowers and plants can be taken out of the cold stores to the customer immediately after they are sold.

Projection auctioning

To ensure the clock remains attractive, the auction process needs to be continually renewed and improved. At the Aalsmeer location, all the traditional clocks have already been replaced by large projected clocks. The projected clocks have been redesigned to offer even more information to buyers. This allows you as a grower to display your logo and photographs while your products are being auctioned. This assists buyers in their purchasing decisions.