Royal FloraHolland revenue grew 3.8% in 2016 due to higher prices13 January 2017
Royal FloraHolland rounds off 2016 with a revenue of € 4.6 billion, an increase of 3.8% compared with last year. This growth in revenue was primarily due to higher prices – 4.2% on average – for flowers and plants.
The largest international flower and plant marketplace in the world sold 12.5 billion products last year. Lucas Vos, CEO Royal FloraHolland, said, "The horticultural sector has just concluded a tremendous year. We are well on the way to achieving our ambitions for 2020. Together with our members and their buyers, we want to make the world lovelier and healthier with stunning flowers and plants."
Price of cut flowers rose
The total revenue from cut flowers sold via Royal FloraHolland in 2016 amounted to €2.7 billion. That is an increase of 6.7% over last year. The volume supplied of this product group declined slightly by 0.1%. The product group of houseplants experienced a decrease in revenue of 1.3% to €1.5 billion. This drop can be primarily ascribed to a lower average price, which decreased by 1.3%. The number of items supplied was a bit higher than last year (+1.5%). The revenue from garden plants rose compared with 2015 by 4.7% to €369 million. The volume dropped by 7%.
Flourishing horticultural sector in 2020
In 2016 a shift was again evident from sales via the clock to direct transactions between grower and buyer. It amounted to 1.9% and was thus a bit more than last year. The clock was responsible for 45.8% of the total turnover in 2016, while direct flows accounted for 54.2%. Direct sales are expected to continue growing, which means that Royal FloraHolland will have to respond to the trend. A significant part of the 2020 strategy is focussed on this and is progressing as planned. With this strategy, Royal FloraHolland wants to ensure better margins for its members and their buyers and stimulate more consumers to spend more on flowers and plants.
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- 08 December 2016
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