FloraHolland sees good April sales as exports to UK rally

FloraHolland's period four from 27 March to 23 April 2017 saw a rise in revenue of 11%, while UK imports in March were comparable to 2016 thanks to Mother's Day demand.

The combination of Easter and good weather led to a "great" demand for flowers and plants in April, says the Dutch auction house.

The average price was on the high end of the average range for the past few years. In comparison with last year, supply rose by 2% and the average price increased by 9%.

The higher average price was partially balanced out by relatively more houseplants being sold for a high average price. In cumulative terms, the revenue through period 4 is showing a growth of 3%. 

Exports increased in March by almost 5%, with plants doing slightly better than cut flowers. Exports to France came under pressure with a drop of 5% while the impact of Mother's Day being celebrated in the UK helped exports, with sales to the UK comparable to last year.

Growth in Eastern European countries was striking. Russia grew by +43%, the Czech Republic by +26% and Poland by +16%. Poland is now in fifth place, having displaced Belgium. In cumulative terms, the growth in export amounts to 7%.

In February there was a large gap between the growth in exports and the growth seen at Royal FloraHolland. In March the growth figures started coming closer together.

Cut flowers grew by 12%. The revenue increased because the supply rose by 1% and the average price level improved by 11%. Smaller quantities of roses and tulips were supplied, while much more lisianthus was supplied. In particular, the price-setting of spray chrysanthemums was good. The price level was almost 50% above last year's, with a comparable quantity of supply. 

The price level of houseplants dropped by 3% while the revenue for houseplants increased by 12%. The supply rose by 17% while the average price level was 3% lower. As more small, flowering plants and narcissus were supplied, some pressure was exerted on the total average price. 

Revenue from outdoor plants increased by 5%. The revenue increased because the supply decreased by 1% while the average price rose by 6%. As the weather turned better early this year, the demand for outdoor plants increased. The supply was not yet arriving in large quantities, so the interest shifted to flowering houseplants. 


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