Mother’s Day 2017: Euro 6.5 million increase in turnover

mothers day

Mother’s Day fresh cut flower sale increase

Mother’s Day produced Euro 6.5 million more turnover than last year. The week before Mother’s Day was exciting and colourful. But even with ‘all hands on deck’, the logistics service provision was not up to the task. A shortage of trolleys led to trouble and complaints. We need to do better.

In the week before Mother’s Day, the total turnover was Euro 137 million, an increase of Euro 6.5 million. Around the world, millions of mothers were honoured with:

  • 254 million cut flowers
  • 20 million houseplants and
  • 15 million outdoor plants.

Mother's Day

Business keeps booming

It’s a tense period because the demand for trolleys increases precisely in the peak period. As Marcel Claessen described it on 13 April 2017, “The trend of buying small quantities has been around for some time. But recently, it became evident that trolleys are handy for more and different parties in all types of flows. Royal FloraHolland was also surprised by this departure from the trend. The situation is made worse by the fact that business is booming. Thus, while the clock is declining, the demand for trolleys is increasing.”

Processing and end times unexpectedly under pressure

The increasing use of trolleys and the small scale of purchases put the processing and end times unexpectedly under pressure. What has Royal FloraHolland done to fix this undesirable situation? At several crucial points, the process at the three export locations has been adjusted. This makes more trolleys available, but extends the processing time and makes the end time later. We have also periodically imposed Internal Overnight Hiring. It did make more trolleys available but led to more work and expense for the trade.

Facing the next peak together

That it can be better and different is a fact. Once this peak is over, we shall evaluate the process. For the long term we shall explore where the need is acute and how we can respond to that. We shall of course keep you informed about the developments.



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