Royal FloraHolland has been strengthening its relationship with German growers and traders. German growers in turn, have been getting to know the auction as a place where they can find customers. It has led to an increasing turnover for German growers through Royal FloraHolland in recent years.
The auction doesn’t mention an exact turnover share of German growers at Royal FloraHolland. “But the turnover of German growers has certainly increased in recent years”, says Henk Weijs, Business Development Manager at Royal FloraHolland. His main working area is the German market.
It isn’t the first time the auction is trying to strengthen its relations with German growers and customers. A little over ten years ago, Royal FloraHolland started the joint venture Veiling Rhein-Maas together with Landgard. “A very succesful marketplace”, according to Weijs. The northern German growers also presented their products at the auction’s spring and autumn fairs for several years in a row. And some of them started selling their produce via the auction service.
Local for local
Weijs reports that by now, around 250 German growers are suppliers or members of Royal FloraHolland, among which approximately 100 (partial) hardy nursery stock producers. Most of the German tree growers are suppliers because membership is a step too far for them. “German tree growers make use of our auction services, but they also do business with other parties, like German wholesalers and Landgard. That makes membership complicated for them”, explains Weijs. (..)
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