Sales record of EUR 69.3 million

FLORAHOLLAND (press release February 14, 2006) - As a result of Valentine's Day, dealers have set a sales record of more than EUR 69.3 million at the five auction locations of FloraHolland. The sales that suppliers achieved via the FloraHolland flower auctions surpass the record of EUR 64.3 million set in 2005. Compared to Valentine's Day sales last year, that is a rise of 7.7 percent.

In the run-up to Valentine's Day, the five auction locations of FloraHolland were extremely busy. Especially the last two days of last week contributed to the record. Valentine's Day and Mother's Day have become THE days for saying it with flowers and that is very noticeable at FloraHolland. Compared to Valentine's Day last year, FloraHolland's Naaldwijk location alone accounted for supply volumes totalling 68 million stems. At the Rijnsburg location, the figure was 65 million stems. In a normal week, it would be 47 million and 25 million stems respectively.

Valentine's Day is overtaking Mother's Day
In 2005, Valentine's Day already broke the original sales record that was set in 2003 for Mother's Day. At that time, the figure was EUR 64 million. This year, red was again the traditional Valentine's Day colour. Roses continue to be the most popular flowers around Valentine's Day. That was confirmed again this week. The average price paid for a rose was higher compared to the same week in 2005. But at the same time, roses are not the only popular flower to give to people. Other products and colours also take advantage of Valentine's Day. Purple and orange scored noticeably well this year. Gerbera prices rose 52 percent compared to the same week in 2005. But other flowers also do well because of Valentine's Day. Tulips, for instance, as well as anthuriums and amaryllis. Suppliers of plants are also taking advantage of this festive occasion. For instance, many ready-made plant arrangements are sold with red accessories.

FloraHolland
FloraHolland is a marketplace where ornamental flowers and plants from affiliated members and other suppliers are sold via the auction clocks and the Intermediary Office (contract sales). Market leader FloraHolland, with sales totalling EUR 2 billion, has five auction locations spread around the country. These are situated near flower and plant production regions, in Naaldwijk, Rijnsburg, Bleiswijk, Venlo and Eelde. The number of people employed by FloraHolland totals nearly 3,000.