Regional meeting in Naaldwijk: “We don’t want the Danish situation without clock”21 April 2016
During the regional meetings in April and May, we inform growers about the progress with the New Auctioning. On April 19 in Naaldwijk concerned growers let their voices be heard.
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- 24/7 product auctioning
- Without clock in Denmark
- New cadence
- Royal FloraHolland is coming closer
- Visit the regional meetings
A group of Cymbidium growers from the Westland are talking around a table while enjoying an Indian meal. They all agree that there is too much volume at the clock, causing the price to fall almost every day. They think that if Auction Presales can be expanded, the clock price might not be subject to such pressure. At the same time, they are worried about the future of 'their clock'. Erik van Paasen, orchid grower, put it best, "Customer-oriented delivery of your product is the future. This can be focussed well with Auction Presales. But it does not guarantee more sales. My company at the moment sells about 35% direct, 65% at the clock and Auction Presales. You need to be able to set the price yourself more, and that is not possible with the current form of clock auctioning. The clock is a good instrument to auction whatever is left over."
Ysbrand van der Houwen, also an orchid grower, confirmed that it is very difficult to make decisions in one of the scenarios for the New Auctioning. "You don't yet know what the consequences will be for your company, and that makes it difficult." He acknowledges the added value of the clock, but also the many opportunities in a transaction system that allows you to auction product 24/7. "This would allow you to reach customers on the other side of the world, like the USA."
Aad Vreugdenhil, Kalanchoë grower, compared the situation to Denmark, which doesn't have a clock. "We visited them and saw that the products were hanging around until they had matured. I am so happy that all products can be sold daily via our clock. We don't want to end up with the Danish situation." Aad felt it had been a good meeting. He has ideas about the New Auctioning. "I'm in favour of a clock in the cloud, so everyone around the world can purchase with a mobile phone or iPad, rather than in an auction room. Perhaps it would have to run continuously, 24/7. The logistical distribution, we'll figure that out, it's a specialist field. And the commission would have to be reduced. We must not make the same mistakes as in marketing gardening when the clock disappeared there. Growers' associations started delivering in a customer-oriented manner and set their own prices."
Jos ten Have, pot plant grower and member of the Supervisory Board, agreed. "It is good that we held this meeting with the growers. New frameworks need to be set up. What I felt was lacking in this meeting was that the cadence in price-forming originally developed on the basis of the hundred years of experience we have. When we switch to a new auction system, a new cadence will naturally develop. The direct flows have already produced a major change in the cadence for pot plants in the past 20 years."
Elly Damen, Strelitzia grower in a small company, came back to the Royal FloraHolland meetings a few years ago. "I notice that Royal FloraHolland comes closer than it did before. That inspires me to increase my involvement."
From 24 - 29 April 2016 there will be a regional meeting in Kenia and Ethiopia. There has been a meeting in Israel, Germany and Belgium as well.
Would you like more information about the financing of the cooperative? This topic will also be covered during the regional meetings.
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