Explanation of the auction clock (+ video)

At the top of the large white block, you see all the information about the next six products to be sold. Customers can read up in advance. 

The photo shows the product currently being sold. The name of the grower and the product are underneath. Behind the grower's name is A1, A2 or B. That is the quality code. A1 stands for the best quality.

Below that is QI: If a grower always provides reliable information about their product, they get an A behind their name. If a customer complains about the product, the grower receives a lower QI. 

Then, there is additional information about the product, such as the length of the stem, the weight, or how many flower buds are on a flower stem. 

On the outside of the circle, we see the red ball moving back and forth. That’s about money. The auctioneer starts at the highest conceivable price for the product. The red ball is stopped by a press of the button by the buyer. The price is in euro cents per flower stem. The buyer buys at least one bucket. He buys a certain number and the clock is restarted. This continues until the entire lot is sold. Then onto the next product. 

The blue dot at the top of the circle indicates the minimum price. If the red dot goes through the blue one, the minimum price has not been reached and the product is “withdrawn” or destroyed. This accounts for about 1% of all products auctioned each year.

Products that are withdrawn are shredded and composted.

The auction starts at 6 am. Depending on how busy it is, it ends between 8 and 10 am. Then, in Aalsmeer, an average of 46 million flowers and 2 million plants are sold in just a few hours! Across all of Royal FloraHolland's locations and sales platforms, about 46 million flowers and 5 million plants are traded daily. This happens five days a week, every day anew. 

Be sure to watch the video for a clearer understanding of the auction clock!