Although summer is still in full swing after the holidays and summer temperatures will remain for a while, the flower trade no longer seems to be bothered by it. Whereas the past few weeks proved different with little trade, things seem to be changing. Mike Duivenvoorden of Dutch trading company Duif Flowers, shares his insights on how the market is developing and how he is dealing with the changing conditions. "Trading is fun," he starts enthusiastically, "but the summer months can be challenging at times."
July, a tricky month
According to Mike, July was a difficult month for the flower trade. "People go on holidays and there are fewer weddings," he explains. This caused a dip in sales, as many florists temporarily closed their doors or reduced purchasing. "In July, there was less purchasing," he adds. "But now, with August almost over, trade is picking up and there is always demand."
Hydrangeas and roses
One product that is doing well is hydrangea. "There are still a lot of hydrangeas coming from Dutch soil," says Mike. "Although the peak of the season is over, the flowers remain popular and are still on the clock. Roses also abound, there are actually more than enough of them on sale. That does not mean they are cheap, as flowers are not at the moment, but fortunately they are not overpriced either. Demand is high, but price ratios always remain a challenge. Flowers that are too cheap are not good for anyone, not for me, and not for the grower. We don't want flowers that are too expensive either, that affects the whole chain."
Higher temperatures
Although it is warm, Mike says the temperature is not currently having a major impact on the supply of flowers. However, he does note that some customers are cautious in their purchases. He says, "Whereas in July trade was clearly down due to the high temperatures, this week that is remarkably not the case. Flower shops in the Netherlands and Belgium are also not buying less, which was the case at the beginning of the summer."
Wedding season
"We do a lot for weddings, and that season is picking up. Of all my trade, about 60% is for designers, wedding planners, and florists who need flowers for weddings and parties. With the wedding season just around the corner, the challenge for myself remains to keep growing as a business," Mike concludes.
For more information:
Mike Duivenvoorden 
Duif Flowers
Tel: +31 (0)6 19 378 869
[email protected]
www.duifflowers.com