A quiet first quarter of 2025 for Veiling Rhein-Maas

Veiling Rhein-Maas can look back on a generally subdued first quarter of 2025 with product sales slightly below the previous year's level. Marketing in the first quarter was largely determined by good demand, lower volumes, especially for cut flowers, an inconsistent development of average prices and poor weather conditions in Central Europe and other key import countries.

"We still think that there is a lot of potential for the rest of the season. Easter, which is a very busy period for us, falls in the second quarter this year. Pair this with lasting higher temperatures and the start of the gardening season, we at Veiling Rhein-Maas are feeling optimistic about the important next two months," say Günther Esser and Cees Hoekstra, Managing Directors of Veiling Rhein-Maas.

Marketing situation
The auctioning of cut flowers and potted plants got off to a positive start in January and February with stable high demand, higher sales and higher average prices than in 2024.

availability of tulips and imported flowers such as roses and Gypsophila, whose production has suffered because of the very cool nights in various regions of Africa. Due to the relatively poor weather in Central Europe, especially in February, production of flowers like gerberas has also been slow to pick up.

The weather had a limiting effect on sales of potted plants at auction throughout the first quarter. Sales of blooming indoor plants were consistently good - in contrast to green plants and outdoor bowls. Despite the mostly sunny weather, night-time temperatures were still in single digits throughout March and this also had an impact on consumer buying behaviour. Spring-flowering plants like Viola and Primula nevertheless sold well. As a result, Veiling Rhein-Maas managed to achieve sales in line with the previous year's level in the first quarter at the potted plants auction. Quantities were slightly higher than in the previous year, while average prices were slightly lower.

Strategic development
In 2025 and beyond, Veiling Rhein-Maas will continue to focus on its ongoing development, including the development of various marketing channels and the entire infrastructure at the Straelen-Herongen site. In addition to the further expansion of the site, employees and their expertise as well as goods and product availability will continue to play a decisive role in the future. These aspects are also reflected in the strategic plan entitled "Project 2035", which was developed together with Veiling Rhein-Maas' two parent companies Royal FloraHolland and Landgard. The potential of the marketplace has continued to grow thanks to the further developments that have already taken place at the site and in individual marketing channels. Veiling Rhein-Maas is hoping for slightly more favorable weather conditions this year so that this potential can be optimally exploited.

Customer and Supplier Day 2025
The first highlight of 2025 was Veiling Rhein-Maas' Customer and Supplier Day, which took place on 14 January. A highlight of the event in the packed auction hall in Herongen was the premiere of the Customer and Supplier of the Year 2025 awards. These awards honored valuable contributions made by customers and suppliers to sustainability. President of the German Horticultural Association Eva Kähler-Theuerkauf gave the welcoming address at the event.

Personal discussions with customers and industry partners
Veiling Rhein-Maas also used several industry trade fairs in the first quarter of 2025 to engage in intensive discussions with many interested existing and potential customers and suppliers at the start of the year. Many visitors took the opportunity to talk to auction staff in person at the International Plant Fair (IPM) in Essen and the two trade fairs HortiContact (Gorinchem, NL) and Vaktentoonstelling (Zwaagdijk, NL).