Another favourable factor was the fact that Valentine's Day fell on a Friday, so full advantage could be taken of exports to the furthest corners of Europe the week before. This year's first export figures for January were positive, with both flowers and pot plants booking 2% growth compared to the same month the previous year. It will be interesting to see what March will bring, in light of International Women's Day on the one hand and the increasing tensions in Eastern Europe on the other. The month closed with a 3.1% a growth sales and almost 4% more volume than in January 2013. At €0.371 the average price dropped slightly.
Flower prices under slight pressure from greater volume
The rose is by far the most important Valentine's Day flower. The supply was over 1% larger than last year, while turnover remained the same, meaning the average price dropped slightly to €0.31/stem. At €0.164 (+5.8%), the tulip price remained high with just under 7% greater volume. It was a difficult month for chrysanthemums. Overlay chrysanthemums were €0.063 cheaper than in 2013 with 1.6% less volume. Spray chrysanthemums also brought in €0.05 less, while the supply increased by more than 4%. Gerberas held their ground well. With almost 8% more supply than last year, the average price fell by less than €0.01/piece. Lisianthus and freesias had a better month, while hyacinths nose-dived in price in comparison to 2013. This drop was partly to blame on a significant increase in supply (almost 15% more than last year). In February, flower sales increased by 1.2% with 3.8% greater volume. The average price dropped by €0.07 to €0.262.Houseplants popular
It is hard to imagine Valentine's Day as an occasion for houseplants, but the market boomed nonetheless. Phalaenopsis sales grew by almost 10% with 5.7% greater volume. As a result, the overall price increase was over €0.17 in comparison to last year. The supply of pot roses was significantly greater (+17.2%), but despite the 'day of romance', the market could not cope with such quantities and the price dropped by approx. €0.075 in comparison to 2013. The bromelia booked a small increase in price with a significantly smaller volume (-11.3%), and the same trend was evident for the potted-bulb hyacinths and daffodils. Earlier in the year, the pot hydrangea was also supplied in large quantities (+18.5%) and despite the good weather and high demand, the price still dropped by as much as €0.06 in comparison to last year. Azaleas saw the same volume increase. In this case, however, the price dropped by €0.15. In February, houseplants booked 6% more turnover with a 0.4% increase in volume in comparison to last year. At €1.754, the average price was over €0.09/pot higher.Garden plants also ahead of 2013
As a result of the mild winter, the garden plant sales for February were almost 17% higher than in 2013, with 45.7% greater volume, which negatively affected the average price, which at €0.811 was €0.20 lower than last year. Violets headed the list in February. Thanks to the ideal weather conditions, the supply increased significantly (+160%), which put the price under pressure. The primula supply was also significantly higher (22.7%), although the price increased by only €0.05.Soure: FloraHolland
