Valentine’s rush at FloraHolland

Valentine’s rush at FloraHolland

FloraHolland is buzzing in the week leading up to Valentine’s Day. As expected, one and a half times more plants and flowers are sold than usual on and around Valentine’s Day. Over 100 million roses, 100 million tulips and 100 million other flowers are processed at the world’s largest flower auction in the week leading up to Valentine’s Day.

And it’s not just flowers. More than 20 million house plants are sold in this period too. Some plants and flowers are destined for the Dutch market, but the largest proportion is bound for the Western European market via Dutch exporters.

Top three
Roses and Tulips in (shades of) romantic red are the consumer’s favourite for Valentine’s Day. In third place is the Chrysanthemum at about 23 million units. But many other products are sold in larger the normal quantities for Valentine’s Day, such as the Gerbera, Lisianthus, Freesia, Lily, Ranunculus and Alstroemeria. Typical spring flowers such as the Narcissus and Hyacinth also sell well. Many of these flowers are often found in mixed bouquets.

Plants with Valentine’s value
Plants that have red or pinks blooms are popular for Valentine’s. The potted rose, the potted orchid and the Kalanchoë are good examples. Different plants have Valentine’s value added by attaching red bows and hearts or putting the plant in an attractive Valentine’s pot. Some plants can be grown into heart shapes, for example, like the Hoya or Herdera. Even bulbs such as the Hyacinth, Daffodil, Tulip and Grape Hyacinth are popular.

Valentine’s Day in Europe
Valentine’s Day is celebrated across Western Europe, but nowhere more so than in Germany, Britain and France. These three are the main export countries for Dutch exporters. In the Netherlands and in countries to the east, consumers tend to go for mixed bouquets. However, those celebrating Valentine’s in Britain and France prefer bunches of just one type of flower and, for 60% of them, the rose is the only choice. Valentine’s Day seems to be gaining popularity in East Europe.

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