The Dutch Flower Auction, Explained

A clock that counts down, not up

The Dutch auction runs in reverse. The clock starts at a high price and drops until a buyer stops it. The first buyer to press wins the lot at that price. It sounds simple, but it forces every buyer to weigh quality, volume and price in a fraction of a second.

Lots are shown with the grower, variety, stem length, quality class, number of stems per bunch and the number of boxes available.

What happens before the clock

Growers harvest, grade and pack the day before. Trolleys arrive overnight and are staged on the auction floor — a hall so large that logistics run on automated trains of trolleys. Buyers inspect samples early in the morning before trading begins.

Auction versus direct from grower

The auction is unbeatable for daily variety and seasonal peaks: whatever is good that morning is on the floor. Direct grower purchasing is better for consistency, for large single-variety volumes and for planning weeks ahead.

• Auction: widest daily choice, market-driven pricing, fast
• Direct: consistency, planned volumes, named varieties secured in advance
• Web-Flora uses both, chosen per product and per order

Why it matters for your shop in Riyadh

Because your flowers are bought the morning they are traded and shipped within hours, they reach Riyadh with almost their full vase life intact.

Web-Flora supplies florists, wedding and event professionals, hotels and premium retailers in Saudi Arabia with fresh Dutch flowers. Minimum order is 2 boxes (around €600), shipments leave the Netherlands weekly, and Ahmed Frindi is your direct personal contact.

Frequently asked questions

Where is the Dutch flower auction?

The main locations are in Aalsmeer, Naaldwijk and Rijnsburg in the Netherlands. Aalsmeer is the largest.

Can anyone buy at the auction?

No. Buying requires a registered trade account, which is why most florists abroad buy through a trading partner.