In the two weeks leading up to Valentine's Day, the Royal FloraHolland marketplace saw the sale of 166 million roses, marking an increase of 15 million from the previous year. Roses emerged as the top-selling flower, with red roses from the Netherlands being particularly sought after. The number of premium roses sourced from the Netherlands was 2.8 million higher than last year, a period during which some growers had to resort to 'cooling' their greenhouses.
The total number of flowers sold amounted to 519 million, with 304 million grown in the Netherlands. Both the overall and domestically produced figures were higher than last year, indicating that fewer growers were producing more. The average price of cut flowers was slightly lower over the past two weeks compared to the previous year. Phalaenopsis remains the most popular houseplant, though production drops have led to significantly lower quantities than last year, which has been almost entirely offset by better pricing.
Source: Royal FloraHolland