“We’re right in the middle of summer. I can feel it not just in the weather, but also in the prices,” says auctioneer Edwin Chrispijn in his final column before the summer break. Some flowers are fetching higher prices, while others are seeing a drop. This week, he also shares a behind-the-scenes look at the traditional summer “musical chairs” and the positive buzz in the air.
The classic rules of the market are once again in full effect. As summer arrives, demand for flowers typically dips, and that naturally brings prices down. Still, there are some bright spots. Roses, freesias, and limonium performed better than they did last year, thanks in part to tighter supply. Freesia, in particular, stood out with a striking 20% decrease in availability.
Meanwhile, other varieties like lisianthus, gypsophila, astilbe, and snapdragons were widely available, and that abundance had a noticeable impact on pricing. Two standout exceptions were white callas and white nerines. Their prices soared due to a combination of low supply and high demand, especially from the luxury wedding market.
Musical chairs during holidays
During the holiday season, an interesting shift happens: buyers temporarily step into each other’s roles, a bit like musical chairs. A buyer who normally specializes in one product group takes over for someone else, bringing along a different buying style, new preferences, and a fresh dynamic with growers. As a result, the balance between Clock Presales, direct purchases, and regular clock trading can shift.
Is that a problem? Not at all. It mainly calls for awareness and a bit of extra attention. As an auctioneer, I’m also mindful of this seasonal switch-up. I try to be more flexible when it comes to the occasional mix-up or questions about purchased quantities, it’s all part of the summer rhythm.
Positive energy is contagious
Now and then, I hear people speak negatively about working in floriculture. Comments like “young people aren’t interested anymore” or “nobody wants to get up early these days.” But what if we flipped the script? What if we spoke with pride and passion about our industry, even with the challenges it faces? When we radiate positive energy, the sector becomes naturally more attractive.
Here’s a simple tip: invite people to visit your nursery or business. Share your story with enthusiasm, and let them experience the magic of floriculture firsthand. At Royal FloraHolland, we’re actively doing this — and it’s already creating a real buzz of positivity.
Speaking of which, that brings me to some more good news…
New auctioneer: Welcome Menno!
I’m proud to introduce our new colleague: Menno Soppe. At just 23 years old, he’s driven, eager to learn, and full of fresh energy. I have the pleasure of training him alongside a team of experienced auctioneers. His curiosity, enthusiasm, and fresh perspective are truly contagious. Together, we’re making sure he’s well prepared to soon take the lead at the clock, guiding both buyers and growers with confidence. He’s a fantastic addition to our team!
“I’ve started this unique role with great enthusiasm. I hope to grow and flourish, just like the flowers we auction,” says Menno.
Curious about what it’s like to be an auctioneer? Take a look at our job opening. Or just want to chat about it? Feel free to call or email me — I’d be happy to share more!
Have a great summer
I’m now taking a three-week vacation. After that, I’ll be back, full of new energy!
For more information:
Royal FloraHolland