FloraHolland
The Coöperatieve Bloemenveiling FloraHolland UA , FloraHolland for short (since 2016 Royal FloraHolland ), is the world's largest marketing organization for flowers and other plants. The company has two headquarters, Aalsmeer and Naaldwijk , both in the Netherlands .
structure
FloraHolland is a cooperative that sees itself as a non-profit-making service provider for its around 5,300 members from the Netherlands and other production countries.
FloraHolland is organizationally divided into 15 regions, of which 13 are in the Netherlands and one each in Israel and Belgium . The regions act as a link between management and members. Each region has its own regional management consisting of seven members. General Manager is Timo Huges.
The marketing of the flowers (around 20,000 different sorts or varieties per day) delivered to FloraHolland by almost 10,000 international suppliers (mainly from Kenya , Israel , Ethiopia and Zimbabwe , but also from South America) to around 5,500 customers (wholesalers mainly in Germany , the United Kingdom and France ) takes place in six centers, primarily via so-called Dutch auction at a total of 39 auction watches. The usual method so far has been that the buyers are present in the auction rooms and the flowers and plants to be auctioned are physically driven through the room for assessment. Since the logistical effort of this process is reaching its limits, buyers have for some time only been able to have the goods shown as a photo on screens (picture auction) or even bid online from anywhere in the world (so-called KOA process ). Around a third of flowers in Aalsmeer are already traded digitally (and unseen). As another newer option, FloraHolland offers, in addition to the auction, an intermediary service between seller and buyer in order to spatially equalize the physical trading process.
The auction centers for international trade are in Aalsmeer , Naaldwijk and Rijnsburg , the centers for the regional market are in Venlo , Bleiswijk and Eelde . The largest auction site is Aalsmeer with 13 watches and EUR 1.236 billion in annual sales, followed by Naaldwijk with 10 watches and EUR 895 million in sales and Rijnsburg with 6 watches and EUR 405 million in sales. The auction halls in Aalsmeer with a floor space of 999,000 m² are listed as the world's largest commercial building in the Guinness Book of Records and were only replaced by Dubai Airport in 2008 as the largest building in the world .
Key figures
FloraHolland's total turnover in 2007 was over 4.06 billion euros, of which around 2.5 billion were cut flowers , almost 1.27 billion euros from indoor plants and almost 300 million euros from garden plants. This corresponds to a total turnover of over 16 million euros per day at the six centers. More than 44 million flowers and around 4.9 million other plants are marketed every day in 122,000 business deals through FloraHolland (a proportion of 2.7 billion euros through auctions, 1.35 billion through other brokerage transactions). Around 4,500 employees work at FloraHolland, around 3,500 in full-time equivalents.
history
On January 1, 2008, FloraHolland merged with its previous largest competitor, Bloemenveiling Aalsmeer , under the name FloraHolland.
FloraHolland is a member of the Association of Dutch Flower Auctions ( Vereniging van Bloemenveilingen in Nederland , VBN), which also includes the much smaller Plantion auction (sales in 2008 around 90 million euros), which was created on January 1, 2008 from the merger of Bloemenveiling Oost Nederland (VON) and Bloemenveiling Vleuten (BVV) were created. FloraHolland, on the other hand, held shares in Plantion (up to 30%) until the beginning of 2009 and offered it a merger on January 1, 2009, which the Plantion members have so far rejected by a majority. In the Netherlands, Flora Holland has a market share of 98%, the Plantion auction only 2%.
During the 2020 corona crisis , FloraHolland's sales plummeted by over 70 percent due to the global drop in demand. In March 2020 alone, 400 million flowers had to be destroyed, including 160 million tulips. In the event that the crisis lasts longer, one reckons with a total loss of two to three billion euros.
See also
Web links
Individual evidence
- ↑ Nina Siegal: Where Have 140 Million Dutch Tulips Gone? Crushed by the coronavirus . In: The New York Times . April 12, 2020, ISSN 0362-4331 ( nytimes.com [accessed April 12, 2020]).
- ↑ Tulips for the bin - Corona destroys the flower business ›absatzwirtschaft. Retrieved April 12, 2020 .