NAALDWIJK, 28 May 2010 (press release) - As of 17 July 2010, FloraHolland Naaldwijk will introduce new auction times for cut flowers auction room C. Flamingo flowers, gerberas, and freesias, among others, are auctioned in this auction hall. In Naaldwijk in auction room C, there is much incongruity in the auction clocks’ ending times under the current auction times. This inhibits further synchronization of the auction times between FloraHolland’s export locations (Aalsmeer, Naaldwijk en Rijnsburg). The new auction times will equalize the ending times and the products at Naaldwijk will be auctioned simultaneously with those at FloraHolland Aalsmeer and Rijnsburg. Consequently, the products enter the market simultaneously as well, which allows for optimal pricing to be realized.
Careful coordination
The new auction times came into being after a careful coordinated process between FloraHolland and involved growers, in which the cut flowers buyers’ committee played an important advisory role. Due to the change in the auction times, the flamingo flowers are being moved to auction clock 5 and will continue to be auctioned by image auctioning. Foliage products, Strelitzia, Leucadendron/Bamboo, Curcum, Asparagus, Ruscus/Pittosporum, and Ornamental products will move to auction clock 6. At the same time, these product groups will switch to image auctioning. FloraHolland already has experience with the image auctioning of most of these product groups from the other export locations. Recently, suppliers of these product groups have received assistance so as to make the transfer to image auctioning as smooth as possible. The important preconditions as stated by the buyers’ committee, namely reliable supply information and suppliers' own product photos, have by now been satisfied.
Photo caption: Auction room C at FloraHolland Naaldwijk.