Good spring weather and larger product sees garden plant revenues up 10% says Royal FloraHolland

Royal FloraHolland says sales revenue for March (27 February to 26 March) has matched 2016 despite a decline in exports to the UK.

Floridata figures for February show export of flowers and plants grew by 7%, with the export of cut flowers increasing by 9% and that of houseplants by 2%.  Sales to the UK however came under pressure from Brexit and Mother's Day falling outside February and decreased by 13%.

In March, FloraHolland sales of cut flowers declined by 2%. The supply was 6% lower and the average price 7% higher than last year. Bucking the trend were Lisianthus, Freesia and Alstroemeria, which were supplied in much greater quantities. Roses performed well with an average price 15% higher than last year's.

Houseplant revenue was up 2%, with fewer items supplied. The average price was 6% higher than last year. Anthurium sales increased by 22%, while pot narcissus fell 22%. Green plants and spring seasonal products like Primula, Campanula and Hydrangea realised higher prices compared with last year.

Garden plant revenue increased by 10%. The supply declined by 2%, while the average price rose by 12%. The increase in revenue was caused by good spring weather and by the increasing supply of heavier products, supplied in bigger pots, which automatically leads to a higher price.

The most striking result among garden plants was a 16% increase in supply of Primula and an average price that was 18% higher than last year.

In March, International Women's Day and Mother's Day in the UK produced so much demand that the same level of revenue was realised this year as last year at FloraHolland.  In particular, the revenue around International Women's Day was high, with strong demand from Russia.

Last year, International Women's Day, Mother's Day in the UK and Easter all fell in period 3. This year, Mother's Day in the UK and Easter are being celebrated three weeks later, which means the sales peak for Easter falls outside period 3.

In cumulative terms, revenues increased 0.5%, achieved by 6.5% lower supply and an average price lying 7% above last year.

The share of direct trade increased. Among cut flowers, the proportion approached 40% with a growth of 2%-points. More and more cut flowers are being traded via direct channels, with the high-volume products like tulip, chrysanthemum and lily leading the way. Roses are trailing with a revenue of 34%, but that share is also increasing.

Among houseplants, the proportion grew by 2 percentage points to 78%. There is an evident trend of more being sold via direct channels for all products. Among garden plants the increase was just 1 percentage point to 68%. Here, too, more and more products are being sold via direct channels, especially now that the supply of garden plants is increasing.


Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Sign up now
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Read These Next

IPM Essen Show Preview - New look for top trade fair

IPM Essen Show Preview - New look for top trade fair

Venue modernisation will mean better display space for exhibitors at Europe's largest trade fair for the horticulture industry, says Gavin McEwan.

Business planning - improving productivity through training

Business planning - improving productivity through training

How to create a structured training programme for your staff to give your business a competitive edge, by Neville Stein.

Pest & Disease Management - Nursery hygiene

Pest & Disease Management - Nursery hygiene

How to create an effective hygiene programme that will support profitable growing.


15 December - Edibles and Botrytis

15 December - Edibles and Botrytis

Opinion... Winning support for nursery stock

Opinion... Winning support for nursery stock

Regardless of whether or not you voted for Brexit (I voted to remain), most politicians seem to think that it is now going to happen. What will that mean for nursery stock production in the UK?

Editorial ... Supporting horticultural excellence

Editorial ... Supporting horticultural excellence

The team at Horticulture Week are delighted to launch the leading industry awards schemes for 2018 supporting, encouraging and broadcasting excellence across all areas of horticulture business, people and places.


Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +
Horticulture Jobs
More Horticulture Jobs

Tim Edwards

Boningales Nursery chairman Tim Edwards on the business of ornamentals production
 

Read Tim Edwards

Ornamentals ranking

Top 30 Ornamentals Nurseries by Turnover 2017

Top 30 Ornamentals Nurseries by Turnover 2017

Tough retail pricing policies and Brexit opportunities drive the top 30 growth strategies.

Pest & Disease Tracker bulletin 

The latest pest and disease alerts, how to treat them, plus EAMU updates, sent direct to your inbox.

Sign up here

Are you a landscape supplier?

Horticulture Week Landscape Project Leads

If so, you should be receiving our new service for Horticulture Week subscribers delivering landscape project leads from live, approved, planning applications across the UK.

Peter Seabrook

Inspiration and insight from travels around the horticultural world
 

Read more Peter Seabrook articles