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This positive development is mainly due to good demand and high average prices. At the same time, the wet and cool weather in July and August led to lower volumes, especially in the open field segment. "We are satisfied with the development in Q3, particularly because it has not been simple given the market environment. Veiling Rhein-Maas, like other companies in almost all sectors, will have to continue to deal with price increases in energy and labor costs, as well as many other areas, for the unforeseeable future. As a result of this, we regularly scrutinize and optimize our revenue and cost structures," say Günther Esser and Cees Hoekstra, Managing Directors of Veiling Rhein-Maas.
Marketing situation
Sales at auction of cut flowers at the end of Q3 were slightly up on the previous year. This was due to very good sales over large parts of the year and increased average prices. The aforementioned wet and cool weather in July and August stimulated sales of cut flowers and higher average prices were achieved than in the same period of the previous year. The volumes delivered, however, were slightly below the previous year's level because, particularly in the open field, some sets could not be harvested due to weather conditions, flowering was delayed, and the sowing of subsequent sets was also pushed back. It then took some time for the last remaining outdoor crops to come back into production and sell well in September even though it was warm and dry. For cut flowers as a whole, however, the beautiful and warm late summer caused a noticeable decrease in sales.
Overall, the auction of potted plants was characterized by good demand, high average prices and sales above the previous year’s levels. This development was encouraged by the fact that volumes were lower, especially in July and August, due to production reasons as late and follow-up sets were missing for many products in the bedding plants segment. Sales of typical fall products such as callunas, good-quality chrysanthemum bushes and outdoor arrangements and pots did not really pick up in September until the middle of the month due to the warm temperatures. Overall, the potted plant year at auction continues to be successful.
The number of customers buying on site at auction was slightly higher than in the same period last year. The importance of digital marketing channels - remote buying, clock pre sales and web stores – has also continued to grow. A good 50 per cent of Veiling Rhein-Maas' clientele now participates in the auction online and thus from outside the premises. Revenue from clock pre sales are 32 per cent higher after Q3 2023 than in the same period last year. In the case of pot plants, the cumulative increase in clock pre sales amounts to 66 per cent.
The marketplace grows
Following the commissioning of the new Logistische Mittel Center (LMC) at the beginning of July, Veiling Rhein-Maas implemented further measures in the 3rd quarter as part of the overarching "Standort 2025" project. For example, reconstruction measures were carried out in Hall R after the CC depot was moved in order to create the necessary infrastructure for new tenants. At the beginning of August, two existing tenants, who want to grow further together with Veiling Rhein-Maas at the Herongen site, moved in. Since more growth always means more traffic, Veiling Rhein-Maas has implemented many small individual measures in recent months to help calm traffic on the site.
Current IT topics
Since September 26, Veiling Rhein-Maas customers have also been able to submit quantity and quality complaints online via the customer portal. The complaints are automatically forwarded to the correct contact person and can be assigned directly to a lot from a transaction overview in the customer portal. This eliminates the need to enter additional information about the lot, thus avoiding misunderstandings and errors. In addition, images of the complaint can be uploaded to the customer portal and the processing status of a complaint can be viewed by the customer at any time. All in all, the new complaint function is a very convenient addition to the customer portal for customers.
Up to August 1, two delivery bills per load carrier had to be printed in order for the lot information to be processed properly. Due to a change in the work process, one delivery bill is now sufficient. This has reduced paper consumption at this point by half.
Customer and supplier day on January 9, 2024
After being cancelled for several years due to the pandemic, the next Veiling Rhein-Maas Customer and Supplier Day will take place on January 9, 2024. Since the launch of Veiling Rhein-Maas, the Customer and Supplier Day has become a popular industry platform for sharing information, gathering inspiration and exchanging views and, of course, an opportunity for a get-together at the beginning of the year. The main topic on January 9, 2024, will be "Artificial Intelligence and its impact and opportunities for the green sector". Among other things, the day will include an inspiring lecture on this theme.
Trade fair activities and grower visits
On August 22, 2023, Veiling Rhein-Maas had a stand at Florall in Waregem, a trade fair for ornamental plants and nursery products in Belgium, in order to increase the international awareness of the auction. Veiling Rhein-Maas will also have its own stand at the Trade Fair Aalsmeer in the Netherlands which will take place from November 7 to 9, 2023. The auction will also attend the International Floriculture Trade Fair (IFTF) which will be held near Aalsmeer in Vijfhuizen from November 8 to 10, 2023.
