Online Flower Auction (OFA) has decided to temporarily stop auctioning as of 1 March. According tot CEO Daniëlle Stratig-Geijteman not all of floriculture is ready yet for one-day-ahead auctioning, which has resulted in insufficient buying power". In addition, the fact that growers did not auction their entire assortment through OFA affected the willingness to buy there.
In recent months, Online Flower Auction (OFA) auctioned roses on a 'one-day-ahead' basis. According to OFA, the logistics surrounding on-site auctioning went smoothly and the digital auction clock worked well. The benefits for buyers and growers included lower chain costs and timely delivery of roses to the buyer's box. OFA was counting on achieving sales worth €30 million in 2023.
OFA's decision to auction 'one day ahead' seems to have been premature however. Not all of floriculture sector is ready for it yet, which has ultimately led to a lack of buying power at OFA. Hence the decision to temporarily stop auctioning as of 1 March next, as OFA announced.
