"We see that the market is picking up a bit, there is a small upturn but not yet a steady line that continues," says Joost Petri of Starline Flowers. With fluctuating temperatures, a complicated summer season, and reduced supply from abroad, it is a challenge for many companies in the flower sector.
Luxury product
"We hear from some companies around us that Mondays are giga busy again, but then the rest of the days are draining," says Joost. "It's hard to gauge why that is, but I also think underlying social problems are at play. There are wars in various countries and there is quite a bit of uncertainty among Dutch people about their jobs and incomes. As a result, we see flowers becoming a luxury product, something we have been calling for a long time."
Bizarrely expensive
"Prices are very high, while demand has not increased. The supply of good reliable flowers is also there, but less. After all, we have had floods and a lot of rain, but also high temperatures again. That doesn't fix flowers," he says. "You see that good flowers are extremely expensive. Delphiniums, for instance, are always expensive, but now even more so. We have a particular variety whose price is currently two to three euros more per branch than it normally is."
Italy season
"We had an awful lot of bad Dutch flowers this summer, but now imports from southern Europe are starting. Our flowers are mainly coming from Italy this autumn, and the quality is a breath of fresh air. The violets and centenarians are arriving again, and soon the ranunculus and anemones will come again too. Then it will be full-on Italy season again."
"I think that at some point Dutch flowers no longer have any added value, and we have to rely on imports. For supply, of course, the Netherlands will always remain important." Joost concludes, "I think it will be a big challenge to achieve last year's sales with matching margins. So far, few can say that this year is better than last year. But I keep good spirits and hope we will have a good autumn."
For more information:
Joost Petri
Starline Flowers
[email protected]
www.starlineflowers.com