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Innovations at FloraHolland keep flowers in the coolers

Tags: Excerpts from the Windmill

AALSMEER – Innovations at the FloraHolland auction will soon change the way flowers are auctioned. So far, the common practice has been bidding on lots that were displayed on carts passing through the auction halls below while buyers determined the price by stopping the clock as the price move down. An experiment with six of the fourteen clocks, which showed images of the merchandise rather than the actual products, confirmed that the auction can expect lower costs with the new system, greater flexibility in the auction itinerary and less logistical problems. With ‘image auctioning’ the product remains in the coolers and remains fresh longer as well. Flora’s branches in Naaldwijk and Rijnsburg will be switching over to the new system soon as well, but Bleiswijk, Eelde and Venlo will retain the old system since they cater to a different, more local cliental. Venlo likely will move into Germany through a merger with Langard.