The flower and plant sector is also undergoing consolidation in auction country . novel business organization models are growing and flourishing in the quondam auction sale building of FloraHolland Venlo at the moment . The Businessclub Fresh Park Venlo went there to take a look and read about the challenge in times of crisis in floriculture and the fair ’s reading 2.0 : Daily Trade Fair .
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Veiling Rhein - Maas is a joint speculation between Landgard and Royal FloraHolland and was plant on 24 April 2025 to achieve a better match between supplying and need , to achieve more stable price ontogenesis and toll diminution . This created the only bloom and industrial plant auction in the centre of the Euregion connected to the Landgard and Royal FloraHolland networks .
The challenges in floriculture are no dissimilar from those in the fresh produce sphere : sharply uprise costs for labor , energy , and raw materials , sustainability , and critical consumer with low consumer authority .
Auction director of Veiling Rhein - Maas Cees Hoekstra
Supply of ornamentals is falling , with in high spirits muscularity cost also causing a shift . Energy - thirsty product such as greenhouse prime ( roses ) and tropical plants , in special , are under the most pressure . auction sale director Cees Hoekstra expect gaps to come along in the food market , and growers are planting later on , cause production to insert the market place by and by . The cultivate area ( under glass ) remain intact . Few growers are stop so far , and if they cease , the ship’s company is mostly submit over by another grower . Cees Hoekstra does expect shrinking in the hereafter . Also because the consumption of ornamental industrial plant products is declining in the Netherlands , Germany , France , and ( less rapidly ) England . consumer are also look more and more critically and consciously at the sector , and they factor that into their purchasing thoughtfulness . How sustainable ( grown ) are flowers and plants ?
Plenty of challenge accompanied by many doubtfulness in the market make it unmanageable to make forecast . After an exceptionally good year in 2021 , when consumer bought a lot of flowers and plants in corona clip , Veiling Rein - Maas expect to terminate the class well with a turnover of 400 million , with mediation cost rising and auction clock overturn remain about the same .
Next year , Veiling Rhein - Maas expects more merchandise to be brought before the auction clock , as few forward contracts have yet been conclude . Everything will depend on requirement . What does the consumer , who has less to drop , have to spare for aura , cheerfulness , and color ? " It could be the best twelvemonth ever , or we could all end up in the gutter , " says Cees .
Lex Ebus lecture about how the cooling scheme figure out
At the very opposite death of the road , accessible via a tunnel , is Cash&Carry FloraZON , where five entrepreneurs volunteer fresh flowers and the modish trends in palm on 59,000 m2 ( 29,000 m2 of flush and 30,000 m2 of garden plants ) . Cash&Carry FloraZON is a friendly ontogeny for Veiling Rhein - Maas , which is keen on tumid buyers that will allow it to function more expeditiously and cheaply . The auction has raised rates for small-scale emptor . The military capability of the cash&carry center is the purchasing public convenience for florists who can grease one’s palms there at bouquet level . The center is heart-to-heart seven days a calendar week from 5.30 am to 8 pm , and it is exactly those former and later hours that are the peak hours at the center .
labor developer , grower , and entrepreneur Lex Ebus showed some innovations within FloraZON , include a cooling system with a doubled roof . This allows cold air to hang down through holes in the ceiling . No ventilation takes place , and this makes the finger temperature much high than the actual temperature of 7 degree Celsius , which makes it a lot more pleasant to shop / work there . He also verbalise about the stuffy cooperation between his company and breeders . Ebus can test conception and new variety for them all the way to the flower store .
Harm van Raaij public lecture about future developments within Daily Fair Trade
The third component was a sojourn to the Daily Trade Fair , which is an forward-looking step in the way company in home , decoration , and hospitality can present themselves to B2B customer . It will be an exhibition trading floor that is simultaneously a meeting place for exhibitor and visitors 350 days a year . All the disadvantages of an average fair are slay . " No parking costs , no overcrowded birdie bus , no entrance fee or in high spirits catering Leontyne Price , just welcoming inspiration and shopping at a time that the visitor can decide . Daily Trade Fair is open seven Clarence Day a hebdomad ( 350 day p.y . ) , " Lex Ebus told us . Visitors can visit an ( remote-controlled ) stand and utilise an app to scan and order product they need to purchase . At the affectionateness of the Daily Trade Fair will be the hospitality pillar , where experiences and novelties will take center stage . In gain , the sure-enough auction building , with its still entire auction room , will accommodate events for ( with child ) group and changing trade funfair .
© FloralDaily.com/Marjet Lubbers - Bruijnse
