”In 2024, we almost repeated the high product turnover of 2023. In view of the unfavourable weather conditions, which had a negative impact on our product sales, especially in the important second quarter, this is a good result that gives us optimism for 2025. Thanks to further developments in the ‘Standort 2025’ project and in individual marketing channels, the potential of our marketplace has continued to grow. We are now hoping for slightly more favourable weather conditions this year so that this potential can be optimally used,” explain Günther Esser and Cees Hoekstra, Managing Directors of Veiling Rhein-Maas.
The average price for cut flowers at the 2024 auction was still higher than in the 2021 coronavirus year. The very stable demand, combined with a significantly lower supply of cut flowers, ensured a positive sales trend compared to the previous year. The lower supply of goods over the course of the year was particularly evident for tulips, peonies and other field-grown plants, as well as for roses since the summer. The auction of potted plants, including garden plants, saw a slight decline in prices in 2024 despite an increase in the number of items.
Veiling Rhein-Maas' Christmas business last year was positive for cut flowers and potted plants thanks to a high price level and strong demand. In terms of colours, the focus at Christmas was on classic white and red - with an emphasis on white. In addition to other Christmas classics, there was also strong demand for roses and convenience bouquets, for example.
Almost all Veiling Rhein-Maas customers continue to use the physical clock to participate in the auction - regularly directly on site or more than 50 per cent in combination with the digital options of remote buying, Clock pre sales and webshop. This means that the auction room in Straelen-Herongen, with its several hundred grandstand seats, remains the centrepiece of the marketplace. The number of customers for Clock pre sales increased by four per cent in 2024. The number of Veiling Rhein-Maas customers also increased slightly across all marketing channels in 2024.
Important projects for the further development of the business model
As part of the ‘Standort 2025’ strategic project, Veiling Rhein-Maas took over Hall N on the company premises in 2024, gaining additional space and thus more room to organise the marketplace in Straelen-Herongen attractively for the future. The 10,000 square metres of space in Hall N have now been occupied by the import department and the service centre, which have more possibilities and potential in Hall N to offer customers and suppliers an even better service. The space freed up by the relocation of the two departments has been re-let and gradually taken over by the respective customers.
The customer portal was further developed into the Veiling Rhein-Maas portal in 2024 and supplemented with functions for suppliers. The VRM portal now serves as the sole channel for suppliers of potted plants to submit their supply reports. In addition, Clock pre sales prices and minimum supplier prices can be set in the portal. The portal also contains documents such as weekly statements, daily results and similar, which can be viewed or downloaded.
Since the end of February, Veiling Rhein-Maas customers have been able to use a new layout for the Clock pre sales. The modernisation makes it possible to use the Clock pre sales in an optimised, webshop-based format with a variety of new options, such as filtering and searching, as well as a significantly optimised display of the lots on offer, including product images.
As an overarching project for the future, Veiling Rhein-Maas pressed ahead with its strategic 10-year plan in 2024, which is already creating positive future prospects for the Veiling Rhein-Maas success model. This involves the continuous further development of the marketplace, including the various marketing channels and the entire infrastructure at the Straelen-Herongen site.
First highlights 2025
The first highlight of the new year is the Veiling Rhein-Maas Customer and Supplier Day on 14 January 2025 in Straelen-Herongen. The focus of the event will be the first-ever election of the Customers and Suppliers of the Year 2025. These awards, which are being presented for the first time, recognise valuable contributions made by suppliers and customers to the topic of sustainability. Veiling Rhein-Maas will also present the winners of these awards – Famiflora from Mouscron (BE) and Holzäckerhof from Unterpleichfeld (DE) - to the public at IPM ESSEN from 28 to 31 January 2025 as part of the Landgard trade fair stand. At the IPM trade fair stand, Veiling Rhein-Maas wants to show above all how easy auctioning and buying at auction is. The various marketing channels for auctioning will be presented under the motto ‘Auctioning is easier than you think!’