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FloraHolland grows in 2012, signaling sector’s strength |
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Royal cooperative Dutch flower auction FloraHolland rounded off 2012 with a 4.28 billion turnover, representing an increase of 3% over the year 2011. That makes for a solid plus, in a year which featured a fair bit of economic headwind, the auction observes. European consumers, thankfully, do not refrain from buying flowers and plants just yet. That has allowed the Dutch ornamental horticulture sector to remain an important pillar of the country’s national economy and international competitiveness in 2012, the flower auction points out.
The world’s largest trading platform, the FloraHolland flower auctions, facilitated the exchange of a baffling 12.5 billion flowers and plants over the course of last year. Prices underwent a positive development on a whole, rising by 4% on average and thus providing growers with more ‘bang for their buck’ than last year.
Every single product group showed growth in 2012, although there are significant differences between the various product categories. Cut flowers – the largest category – saw turnover grow by 2.9% to a total of 2.4 billion euros (volume was down slightly, offset by higher prices).
House plants performed similarly; with a plus of 2% resulting in 1.5 billion of sales value (while volume was down 0.7%).
Garden plants showed an increase in turnover as well as sales volume: strongly improving prices resulted in 8% higher turnover as volume grew by 2.1%.
Auction clock sales are increasingly making way for more direct forms of trading. Sales through FloraHolland Connect amounted to 1.9 billion euros; an increase of 8.9%.
Source: FlorHolland
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