The need to buy roses in this way was uncovered in a recent survey of the top 300 FloraHolland rose-buying customers. The suppliers reported that they were already aware of this need.

Reducing costs

Suppliers find the auctioning of pre-boxed roses to be attractive because it involves less handling and reduces several auction charges, such as packaging hire and trolley levies. In addition, the auctioning of the roses draws the attention of new customers to the supplier.

The customers should also notice savings in terms of handling of the products and up to 30% in the transport volume. Plus, the auctioning of boxed roses produces a greater choice in the packaging of products that are sold at the clock.

Packaging code 884

The boxed roses are offered in the regular auction. The buyer can identify them by their separate packaging code 884, grading characteristic '31 in a box', a recognisable photo and the specification of a greater number of stems.

Rose product marketing plan

The initiative came from the Rose product marketing plan, which was prepared by the Rose product team of FloraHolland in collaboration with the FPC. The activities in the plan aim to add value to the product group.

FloraHolland says it will evaluate the situation on a daily and weekly basis with it suppliers and customers. This experiment is meant to help the company gain experience in offering greater choice in packaging at the clock.

Source: FloraHolland via HortiBiz