Nestled along the motorway in Herongen, Germany, near the Dutch border with Venlo, lies a 220,000-square-meter site of immense significance to the region. This site is home to Veiling Rhein-Maas, the sole flower and plant auction in Germany. The auction is a powerhouse of commerce, with approximately 5 million transactions occurring annually and a turnover exceeding 420 million euros last year. Currently, it is peak season, and to witness this unique business in action, one must rise early.
Early Mornings and High Stakes
Customers typically arrive on-site at 5 a.m. to personally inspect the offerings and assess quality. From Monday to Friday, the auction commences at 6 a.m., with only weekends and a handful of public holidays bringing a pause. In April and May, the supply is so abundant that the auction begins as early as 5:30 a.m. The auction continues until all containers of cut flowers, potted plants, and trees are sold, which can be a lengthy process. Despite the advent of digitalization allowing for remote purchases, most customers still prefer to be present, as Cees Hoekstra, managing director of Veiling Rhein-Maas, shared with visitors from the German-Dutch network of the Interreg project “Agropole Innovates.” This project aims to connect and strengthen agribusiness in both countries.
A Glimpse into the Auction Hall
The auction hall of Veiling Rhein-Maas can accommodate several hundred customers, with eight clocks auctioning items simultaneously. The four clocks on the left are dedicated to cut flowers, while the four on the right handle potted plants. Customers choose their positions based on their interests, as the auction order rarely changes, allowing them to anticipate when and on which clock their desired items will be auctioned.
The supply at the auction is highly seasonal. Around Valentine’s Day, red roses are in high demand, while Easter sees a surge in yellow flowers and plants. Occasionally, no bids are placed, and goods remain unsold, though this is rare and typically involves small quantities.
Logistics Behind the Scenes
Directly behind the auction hall lies the logistics center of Veiling Rhein-Maas. Visitors can observe from a platform the intricate process of delivering goods to the highest bidder swiftly. Potted plants and cut flowers are separated not only due to the nature of the goods but also because of the different load carriers used for transportation. While plants are often sold by the cart and transported via a 10-kilometer-long chain conveyor, cut flowers, which are often bought in small lots, require manual assembly by auction staff.
Challenges and Adaptations
Veiling Rhein-Maas currently employs around 350 permanent staff across various departments. However, like many industries, it faces labor shortages. Hoekstra highlighted the need to optimize processes to continue serving customers effectively. During the auction, a brief break allows both customers and staff to regroup, enabling the swift assignment and distribution of load carriers to transport the auctioned goods.
Cross-Border Collaboration and Future Prospects
Veiling Rhein-Maas was established in 2010 through a joint venture of two Landgard auctions in Germany and the Royal Flora Holland auction in Venlo. This merger has fostered even closer cross-border cooperation between Germany and the Netherlands, a goal aligned with the Agropole Innovates project.
Connecting Auction and Customers
After the visit to Veiling Rhein-Maas, the group proceeded to Schultz Blumenhandel und Logistik, a middleman between the auction and its customers, including many garden centers. Senior manager Jürgen Schultz attends the auction daily to secure the best prices for customer orders. The logistics department ensures that plants auctioned in the morning reach garden centers up to 100 kilometers away by 2 p.m., a significant logistical feat that maintains high product quality. Despite challenges like finding drivers, the Schultz family remains passionate about the flower and plant business, a sentiment evident in the vibrant floral displays that grace the halls of Veiling Rhein-Maas and its affiliates.
