FLORAHOLLAND (press release Oct. 20, 2004) - It is 25 years ago that FloraHolland began to handle a range of ornamental flowers and plants supplied by growers in other countries. Today, growers in many different countries are finding their way to the Dutch auction clocks more and more often and with more and more products. FloraHolland encourages its foreign suppliers to sell more of their products via the regional auctions in Bleiswijk, Eelde and Venlo.

One development that has become very noticeable this year is that increasing numbers of Ethiopian, Ecuadorian, Kenyan and Italian growers are opting for FloraHolland as their preferred sales channel. FloraHolland is becoming an increasingly strong market place for high-quality roses. More than 65 percent of all flowers imported into Europe are sold via The Netherlands.

Consolidating import flows
Foreign growers opt for FloraHolland because of its policy of operating several auctions, among other things. FloraHolland wants to further develop that policy and that's why the way products are sent to  regional auctions has been made more attractive for suppliers. By way of the "consolidating supply flows" project, administration has been simplified and sale returns are settled from a central office, in first instance only for Kenyan suppliers. By reducing the number of administrative documents that are required, suppliers face lower costs.

The Naaldwijk and Rijnsburg auctions have also started using new processing lines to be able to deal with supplies from other countries efficiently. That change has provided operational as well as administrative advantages. The new processing lines integrate new techniques, improved information systems and changes required under occupational health and safety legislation. Apart from increased efficiency, the new processing lines also allow FloraHolland to offer more options tailored to the needs of individual suppliers.

Open house Import
During HortiFair, FloraHolland will open its doors to people who are interested. Moreover, from Monday, November 1, to Friday, November 5, it will also be possible to get a glimpse of what goes on behind the screens at FloraHolland's Import Department. The new processing lines can be seen at the Naaldwijk and Rijnsburg auctions.

On Thursday, November 4, FloraHolland will give people a chance to take part in an interactive programme. There will be a tour of the Naaldwijk auction from 7 am to 2 pm, which will include visits to the clocks and the cold storage area. In addition, tour participants will visit two buyers, namely the Intergreen and Van Vliet firms. The interactive part will start after two presentations that will highlight the development of the Top 10 import and Direct Sales products. This will include an inspection competition and visitors can process import products themselves before they're sent to the clocks. For more information, please call the Import Department of FloraHolland's Naaldwijk auction on +31(174) 633 429.

About FloraHolland
FloraHolland sells ornamental flowers and plants via auction clocks and its Intermediary Office (contract sales). Annual sales total EUR 1.9 billion. As market leader, FloraHolland has five auction locations spread around The Netherlands. These are situated in Naaldwijk, Rijnsburg, Bleiswijk, Venlo and Eelde in close proximity to the main production areas. FloraHolland employs a total of nearly 3000 people.

HortiFair
FloraHolland can be found at the HortiFair 2004 in hall 10 (the Delta Hall) of the Amsterdam RAI. Stand number is 10.0108.