As summer draws near, the focus in the flower industry has been on peonies, Pentecost, and the fluctuating prices. Royal FloraHolland auctioneer Edwin Chrispijn looks back on a period dominated by the peony and shares insights into market trends and the dynamics of supply and demand, while also looking ahead to Midsummer celebrations in Scandinavia.
Pentecost and an Early Auction Day
Last weekend marked Pentecost, a time when churches are traditionally decorated with flowers, white cloths, and candles. Though not widely recognized as a “flower holiday,” Pentecost sees the use of white lilies, roses, red carnations, peonies, and symbolic greenery like olive branches or palm fronds. At Royal FloraHolland, the day following Pentecost was an early auction day, starting one hour earlier than usual to accommodate the large volume of products. Over 18,000 trolleys of flowers and 6,000 trolleys of plants arrived, and the efficient distribution of these products to customers worldwide is always an impressive sight. Flowers bring joy, comfort, and support, and everyone involved in the process contributes to this positive impact.
Market Developments
Peonies were the standout flowers of the season, with a supply increase of 44% compared to the previous year, offering buyers a wide range of choices. Despite some price pressure, peony prices remained stable. Matthiola and Helianthus (sunflower) also performed well in terms of volume and quality. Hydrangeas, which are in high demand, were less available, causing prices to rise. At the rose auction clock C08, longer stems commanded good prices, while the abundance of shorter roses naturally affected their pricing.
These developments underscore the continuous movement of supply and demand. The auction clock remains the fairest system for determining value. For plants, the Tuesday after Pentecost was a challenging auction day, but azaleas, RFH Quality Phalaenopsis, and hibiscus sold well, both in the week leading up to and following Pentecost. Outdoor products and green indoor plants struggled, and expectations for the coming weeks remain cautious. Plant auctioneers spent considerable time last week visiting the FlowerTrials to explore the latest plant innovations.
Looking Ahead to Midsummer
With spring coming to an end, the focus now shifts to summer, a season full of new challenges and developments. In Scandinavia, Midsummer is celebrated around June 21–24, a traditional festival where flowers play a significant role. People weave flower crowns, decorate a maypole, and place seven different flowers under their pillow at night. Perhaps embracing such floral rituals in other countries could be a lovely idea?
Flowers and Connection
The period around Pentecost highlights that the flower sector is about more than just trade and logistics. It’s also about connection, inspiration, and meaning. Whether religious or not, the idea of togetherness and mutual support is something everyone can benefit from. And it’s wonderful that flowers can play such a powerful role in this. So let’s continue to do what we do best this summer: spreading smiles around world the with our flowers and plants.
