AALSMEER, the Netherlands: The Royal Cooperative Flower Auction FloraHolland closed 2013 with a turnover of €4.35 billion. That is a growth of 1.6% compared to the previous year. Although sales seemed to be slowly improving at the end of the year, 2013 was, all in all, a challenging year.
Many companies in the sector are under pressure and the export of certain products dropped for the first time in a long time. The fact that the turnover of FloraHolland grew in this challenging year testifies to the power of the cooperative. In 2013, the Dutch floriculture cluster as whole was also a significant cornerstone of the horticulture sector and the Dutch economy.
In 2013, it sold a total of 12.4 billion products were traded via the Floraholland trading platform. Although there are differences per product group, in 2013, growers on average have received a more than 2% higher price for their flowers and plants compared to the previous year.
The shift from auction clock sales to direct sales via FloraHolland Connect was clearly visible in 2013. Auction clock turnover declined by 4.7% in 2013, amounting to €2.2 billion. The €2.1 billion turnover achieved by FloraHolland Connect signifies an increase of 9.3%. Over the entire year, 51.5% of the total turnover was sold via the clock.