Flower sales blossom at world’s biggest plant auction platform

Flower auction FloraHolland said sales are reaching new highs this year in a reversal of the co-op’s position three years ago, when it forecast a loss of business and started a cost-cutting programme the Financieele Dagblad said on Tuesday.

‘We expected the number of transactions to fall to an annual 22 million, but there is an increase and we expect 30 million transactions this year,’ said the auction’s CEO Lucas Vos.

In 2014, the number of tranactions declined as forecast, but transactions, albeit smaller in size, are now climbing instead. FloraHolland, the largest flower and plant auction in the world,  experienced problems with its IT systems following a merger.

Vos credits the grower-members for the increase. ‘Dutch growers have a very good international position. They invested in the crisis years and are now reaping the benefits. The flower sector is outperforming the dairy, fruit and vegetables sectors,’

He sees the increased numbers of transactions as a sign of confidence in the action by its 4,000 grower-members. ‘We do offer added value to the product,’ he said. FloraHolland booked turnover of €4.6bn in 2016. The auction has a payroll of 3,000.

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