‘Our customers still want to see the produce before they buy’

In the month when Royal FloraHolland made a full switch to remote buying and announced they’re going to part with their physical auction clocks and viewing process, 10-year old Veiling Rhein-Maas completed the brand-new auction clock wall in their auction room. The wooden panel with ‘running lights’ has been replaced by a modern clock wall fitted with ultra-modern LED technology.

“The wooden panel with lights behind cut-outs had come to the end of its lifetime. Our box with spare parts was nearly empty”, reports Cees Hoekstra. The grower’s son from Aalsmeer runs Veiling Rhein-Maas together with his German colleague Günther Esser.   

The duo had to choose between projection and the most modern LED technology. They opted for the latter. In the beginning of November, after some final adjustments to the layout, the German auction completed their new clock wall.


“Personally, I’ve never been in favour of projecting slides; a PowerPoint image will never be able to showcase the real colours of the product images.” The problem, according to Hoekstra, is that the light beams need to be projected across a very long distance. “It won’t work in a large bidding hall like ours in Herongen; LED technology was the best solution for us.” (..)

Click here to read the full article on Veiling Rhein-Maas.

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