This week we had a chance to sit down with our Head of Roses Department, Ishai Sharon, and he had an interesting observation about the performance of the flower market in the past two weeks.
“We are on the last days of the Christmas sales,’ Ishai begins, “and unfortunately this holiday has become more typical for presents such as perfume, chocolates etc. He continues to add that the coloured roses were very disappointing. The same went for the white roses, which have not been as good as expected. However, red roses performed really well, partly because of their low supply.
According to Ishai, we are all waiting for improvements for the next 3 months and the industry really needs it. “We put a lot of efforts on direct deals for 2019 and beside this also on web shop and presales,” he states.
One of the systems that developed very fast are the presales of the auction through FloraMondo and the results have shown 20% higher price compare to clock price.
Turnover sales through FloraMondo Auction Presales are as follow:
2017- 80 million euro
2018- 100 million euro
“Royal FloraHolland credit the big success to the fact that buyers can buy small quantities in advance, getting fresh product (no need to keep stock) and avoid the stress of the clock sales,’ Ishai confirms. 800 clients already use the system, with 3,000 growers offering their product in the system. The auction keeps investing a lot to improve the system and the service further.
Ishai concludes by recommending to our growers to use this system, as it will be beneficial to them.