Royal Flora Holland Lecture Notes

Overview of Royal Flora Holland

• One of the largest flower auctions in the world.
• Located in Almere, Netherlands, in a building with a significant footprint.
• Operates under a cooperative model.

Historical Context

• Tulips are a symbol of Holland, historically valued higher than gold during the Dutch Golden Age.
• Centralized Dutch flower auctions began in 1911.
• Mergers and acquisitions over the years have led to the establishment of Royal Flora Holland as a nonprofit organization.

Economic Importance

• Flower agriculture is a major economic engine for Holland, supported by government initiatives.
• In 2016, over 12.5 billion items sold from growers to wholesalers and retailers worldwide.

Auction Operations

• Auctions take place daily starting at 5:30 a.m. (Dutch style).
• Features both in-house and internet-based auction platforms.
• Flowers and plants sourced from local and international growers.

Logistics and Distribution

• Flowers delivered 24/7 via air cargo, ship, or truck.
• Maintained in cooling areas at 2 degrees Celsius for freshness (up to 3 weeks post-auction).
• The auction hall has significant logistical movements, exceeding that of Schiphol Airport.

Cooperative Structure

• Founded in the 1910s by local growers to improve pricing through cooperation.
• Cooperative includes over 4,000 grower companies and 2,000 clients, primarily wholesalers from Europe.

Global Reach

• Major export destinations include Germany, the UK, France, Italy, and the US.
• Focus on growth in Asian markets, notably China.
• 90% of all tulips sold within the first 20 weeks of the year.

Conclusion

• Royal Flora Holland plays a crucial role in the flower and plant industry, facilitating sustainable growth and addressing industry challenges.