Autumn brings unique rhythm to auction clock: Dutch auctioneer on Kenyan rose exports
KENYA – As the Netherlands fills with autumn colors, Erik Wassenaar, an auctioneer for Royal FloraHolland, observes how the season and Kenyan rose farms are shaping the flower auction market.
Fresh from a visit to twelve farms in Kenya, Wassenaar reflects on the seasonal rhythms impacting the European demand for ornamental plants.
With leaves turning vibrant shades, seasonal flowers like oak leaves, brassicas, and especially orange roses are in high demand.
“Autumn brings a unique rhythm to the flower auction clock,” Wassenaar said, explaining how seasonal trends influence both prices and buyer preferences.
Rose prices typically dip in autumn, yet demand has remained strong, boosted by the popularity of fall-themed colors.
During his four-day visit to Kenya, Wassenaar gathered insights into the operational challenges faced by Kenyan rose growers, who play a major role in supplying flowers to European markets.
Kenyan farms, which provide employment and support local communities, face high air freight costs and regulatory hurdles due to European policies requiring Plant Protection Service (PD) inspections.
Additionally, this season’s cold, wet conditions have slowed production, though Wassenaar noted a strong commitment to maintaining quality and meeting demand.
“Each farm has its own microclimate and production rhythm,” he said, emphasizing how these variables impact supply on the auction clock in the Netherlands.
Kenya’s floriculture sector is a significant contributor to the national economy. By the first eight months of 2024, flower exports had reached 200,000 metric tons, with projections set to exceed 250,000 metric tons by year-end, surpassing last year’s total of 238,000 metric tons.
Growing demand in European and Middle Eastern markets has been critical to this success, even as Kenyan growers face logistical and environmental challenges.
With All Saints’ Day and All Souls’ Day approaching, an uptick in flower sales is expected, particularly for remembrance flowers like roses and lilies.
“We prepare for these seasonal highs and lows,” Wassenaar explained, adding that these annual events and the winter holiday season contribute to steady demand. For Kenyan growers, this autumn period presents both a valuable opportunity and additional pressure to fulfill rising orders.
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Autumn brings unique rhythm to auction clock: Dutch auctioneer on Kenyan rose exports
KENYA – As the Netherlands fills with autumn colors, Erik Wassenaar, an auctioneer for Royal FloraHolland, observes how the season and Kenyan rose farms are shaping the flower auction market.
Fresh from a visit to twelve farms in Kenya, Wassenaar reflects on the seasonal rhythms impacting the European demand for ornamental plants.
With leaves turning vibrant shades, seasonal flowers like oak leaves, brassicas, and especially orange roses are in high demand.
“Autumn brings a unique rhythm to the flower auction clock,” Wassenaar said, explaining how seasonal trends influence both prices and buyer preferences.
Rose prices typically dip in autumn, yet demand has remained strong, boosted by the popularity of fall-themed colors.
During his four-day visit to Kenya, Wassenaar gathered insights into the operational challenges faced by Kenyan rose growers, who play a major role in supplying flowers to European markets.
Kenyan farms, which provide employment and support local communities, face high air freight costs and regulatory hurdles due to European policies requiring Plant Protection Service (PD) inspections.
Additionally, this season’s cold, wet conditions have slowed production, though Wassenaar noted a strong commitment to maintaining quality and meeting demand.
“Each farm has its own microclimate and production rhythm,” he said, emphasizing how these variables impact supply on the auction clock in the Netherlands.
Kenya’s floriculture sector is a significant contributor to the national economy. By the first eight months of 2024, flower exports had reached 200,000 metric tons, with projections set to exceed 250,000 metric tons by year-end, surpassing last year’s total of 238,000 metric tons.
Growing demand in European and Middle Eastern markets has been critical to this success, even as Kenyan growers face logistical and environmental challenges.
With All Saints’ Day and All Souls’ Day approaching, an uptick in flower sales is expected, particularly for remembrance flowers like roses and lilies.
“We prepare for these seasonal highs and lows,” Wassenaar explained, adding that these annual events and the winter holiday season contribute to steady demand. For Kenyan growers, this autumn period presents both a valuable opportunity and additional pressure to fulfill rising orders.
Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.