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Weather influences marketing
Sales of cut flowers were stable throughout the year, and sales to customers were also good. The cumulative turnover was higher than expected, while volumes were slightly below those of the previous year. This can be attributed in particular to the energy situation, the hot, dry summer and the cold snap at the beginning of December. For example, the hot summer temperatures had an impact on the marketing of peonies and the cold spell in December on the sale of amaryllis. Klokservice also recorded a positive year overall for cut flowers, with greater volumes than planned.
The weather had just as much influence on the potted plant market. The hot spell in June and July saw significantly less deliveries of some products, such as petunias, lavender and container perennials, due to quality losses. In the second half of the year, the situation improved and Veiling Rhein-Maas recorded a good heather season and satisfactory sales of poinsettias.
Remote buying still popular
The share of remote buying in the auction's clock sales was about 41 percent in 2022, which is again an increase compared to the previous year. According to the figures, customers again made greater use of this digital purchasing option last year. Nevertheless, sales at the physical clock auction continue to be higher. In addition, the web shop was increasingly used by customers and suppliers and the clock pre-sale remains a popular shopping channel for customers of the marketplace.
New customers and various projects
Veiling Rhein-Maas is extremely proud to be seen as a strong and trustworthy marketplace. Last year, the auction gained more new customers than ever before. The auction hall remains the heart, but many customers also use the digital channels as complementary shopping options. As an additional service for customers, the customer portal was successfully launched in June 2022. Various functions are already available here, such as access to the transaction summary and to the clock pre-sale and web shop. In 2023, more functions will be added, for example quality and quantity complaints, as well as the commissioning and tracking of (logistical) services. "Last year, we also launched the 'Standort 2025' project with all of the companies involved on the premises in Straelen-Herongen," explain Günther Esser and Cees Hoekstra, Managing Directors of Veiling Rhein-Maas. "The aim of the project is to come together to make the entire marketplace attractive for the future. Work will start on this in 2023."
Trade fairs and personal contacts
Both the customers and suppliers of the marketplace and the employees of Veiling Rhein-Maas were pleased that personal visits and participation in trade fairs could be resumed in 2022. In addition to national partners, for example, suppliers in Africa and Italy were visited again. In addition, participation in trade fairs for the first time since the start of the corona pandemic was possible, with marketplace staff presenting the auction at HortiContact in Gorinchem (NL) and Trade Fair Aalsmeer (NL). At the beginning of 2023, Veiling Rhein-Maas will again be represented at the IPM in Essen (DE).
Expectations and developments in 2023
Various factors - such as inflation, the war in Ukraine, high energy costs and/or the overall personnel situation - are currently influencing the entire flower and plant market, making it almost impossible to predict developments for 2023. Overall, a reluctance to buy directly can be observed at the moment. At the same time, customers are also cautious because it is not possible to predict to what extent consumers will buy flowers and plants due to the overall economic situation. In addition, staffing issues play an important role in the entire sector, from producers to transport companies to customers. "The employees of Veiling Rhein-Maas continue to be in close contact with customers and suppliers. We are convinced that we will continue to successfully master these current challenges together with our partners and employees," explain Günther Esser and Cees Hoekstra, Managing Directors of Veiling Rhein-Maas.
