Online Flower Auctions take shape
As more flower growers and exporters look at innovative and cost-effective ways of selling their flowers to respond to changing market demands, they are embracing new sales platforms with impressive results.
Among them is the online flower auction, OFA, that is not only reducing the time it takes for sellers to seal deals and make sales, as is the case with traditional auctions, but making it convenient for sellers to drive sales across the year and at the comfort of their farms and offices.
The situation has been bolstered by the pandemic-related supply chain challenges that necessitated the players in the flower value chain to be creative.
In 2022, a coalition of Dutch rose growers and purchasers initiated a groundbreaking venture; to bid their own roses at their own cloud-based auction. Every cultivator was welcomed to present their products on the brand new, future-proof auction procedure utilizing the most advanced techniques and bidding on the basis of ‘Today for Tomorrow’.
Every professional buyer, not only from the Netherlands but internationally, is invited to buy flowers directly from the clocks of this auction. Also big exporting wholesalers are already linked to this young platform, like FleuraMetz, OZ-Hami, and Van Vliet Flower Group.
Online Flower Auction is unique in its operations. Clocks start from 9 to 11 am depending on the day and offer. Because the flowers are transported directly from the hub of the grower, the buyer gets his purchase the next day. With modern cold chain technologies to keep the flowers in top condition, this saves a lot of logistical movements from grower to auction.
Although the Online Flower Auction is based in the Netherlands, it is not only a Dutch auction with only Dutch products. OFA greets also foreign growers, like from Africa and Ecuador. One example of how the Online Flower Auction has been picked up internationally is the arrival of EQR Equatoroses from Ecuador at the clocks of OFA. This high-end rose grower started its supply to OFA in January 2023.
Online Flower Auction makes buying simple. You have online access to its clock auction in the cloud and can get started right away by logging in via your PC, mobile, or tablet. The system also seamlessly aligns with existing ornamental floriculture processes.
OFA uses a transparent pricing system and works together to save costs. It uses an efficient working method; the supply goes directly from the grower to the (box of) the buyer.
This allows OFA to avoid peaks in the logistics process and ensures a smooth delivery. Staff deployment is more evenly distributed throughout the day and there is no need for internal transport between auctions. This all delivers the welcome benefit of lower costs.
“We work with renowned technology partners, such as Auxcis via the Kosmos auction system and HortiNL, which provides the link from the platform with existing systems and the information exchange based on the standard in the ornamental floriculture industry,” the company says.
Flora Market another avenue that works with growers from Kenya, Ecuador, Colombia and the Netherlands is fashioned as a digital platform that combines the features of an auction with those of a real market: as a buyer, one can negotiate the price, customize their order, and establish profitable relationships with the seller.
Jane Ndung’u a seasoned florist and event organizer argues that the changing market dynamics coupled with thinning bottom line by growers and exporters have necessitated the need to embrace online auction. “Competition is growing from traditional and emerging markets, buyers preferences are changing every now and then. Sellers must therefore look for the easiest ways to move the flowers from the farm to the market and technology, as is the case in other sectors, comes in handy. The future of flower selling and buying is in online auctions.”
Kenyan rose grower Nini by Herburg Roses indicated that it would start will start selling its entire “auction range” through Online Flower Auction( OFA) starting on December 9th, 2022, following in the footsteps of Dutch- based rose producers Bernhard, Holla, and Van den Berg Roses.
In the EU, the UK, and Japan, Nini said it would also keep selling freshly cut roses to mass-market retailers.
Herburg Group, which bought the business in 2021, has a division called Nini that is located in Lake Naivasha. On a combined 60ha greenhouse area, Nini Limited and Lamorna, two nearby rose farms, produce about 125 million stems annually.
Several varieties from the farm are up for auction through OFA, including “Snowstorm,”” Athena,” and “Pink Athena.” Patz, “Little Jewel,” Royal Jewel, and Furiosa”. Stem lengths predominantly come in 40- 50- 60 cm. Nini has plans to launch several exciting new varieties soon.
In an earlier interview, Marco van der Burg, the managing director of Nini and Herburg Roses said: “The opportunities and potential for the future of the digital platform made us choose OFA. We believe in today for tomorrow and the innovative concept, which is sustainable by reducing transport movements, among other things.”
Danielle Strating-Geijteman, CEO OFA added: “We find in Nini by Herburg Roses a sustainable partner for the future and are delighted with this great addition to our auction offer. We, therefore, extend a warm welcome to Nini by Herburg!”
