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Auction revenue and export of flowers and plants increase in the first 5 months of 2024


After a challenging year in 2023, the Dutch flower and plant sector shows resilience in the first half of 2024, with an export increase of 3% compared to the same period in 2023. The auction revenue of dutch grown cut flowers rose by nearly 7%, driven by higher prices despite lower volumes. Houseplants saw a slight revenue growth of 0.7% due to a price increase, while the auction revenue of garden plants increased by 0.6% after a strong start in April. The sector has adapted to changing conditions and logistical challenges.

Flower and plant exports
According to figures from Floridata collected on behalf of the Association of Wholesale Traders in Horticultural Products (VGB), the export value of flowers and plants in the first five months of 2024 increased by 3% compared to the same period in 2023. In April, exports grew strongly by 10%, while there was a decline of 4% in May. The new phytosanitary inspections in the United Kingdom and logistical problems in Africa affected the market, but demand remained strong, stimulated by holidays such as Valentine's Day, International Women's Day, Mother's Day in various countries.

Cut Flower Auctions
The auction revenue of Dutch cut flowers in the first five months of 2024 rose by nearly 7% to almost 975 million euros. Revenues remained strong due to higher prices. The sales volume of tulips declined, but this was offset by a price increase. Chrysanthemums and peonies also contributed to the revenue growth with significant increases in sold quantities and prices.

Houseplant Auctions

The auction revenue of houseplants from Dutch soil via Royal FloraHolland in the first five months of 2024 was slightly higher than in the same period in 2023, with an increase of 0.7% to 852 million euros. Although the number of products sold slightly decreased, the average price increased by 1%. Popular products such as phalaenopsis and pot roses benefited from Mother's Day in May, despite a lower supply of some plants.

Garden Plant Auctions
The revenue of garden plants from Dutch growers at Royal FloraHolland increased by more than 15% in April but declined in May. The cumulative auction revenue after five months grew by 0.6%, with an increase in sold quantities and a slight price decrease. In April, lavender, pelargonium, and bedding plants benefited from higher sales quantities, while variable weather and overlapping holidays in May led to lower supply and a decline in revenue.

Jop Woltjer

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