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After almost 120 years, the fruit auction in Geldermalsen ends with the traditional watch sales. Customer demand has changed dramatically, according to the auction. Today the auction clock turned for the last time.
Veiling Vereeniging Geldermalsen en Omstreken began on May 4, 1904 with 34 Betuwe growers in the barn of one of them. Several baskets of cherries were auctioned that first day. Not immediately afterwards, the so-called buy on the watch followed.
In this way of auctioning, a lot of vegetables, fruit or flowers is put up for sale for a certain amount. Then the clock goes back. Over time, the price gradually drops until a buyer takes the bait. When the sale is complete, the clock starts running again with a new batch. Buyers can also view all lots beforehand and thus know what they are bidding for.
The longest moment
The first auction clock was introduced in the Netherlands in 1903. Some time later, the system was also introduced in other countries. Since the arrival of the internet, a physical auction watch is hardly used anymore, now mostly done online.
In Geldermalsen, where the fruit auction has grown significantly since 1904, they are therefore stopping watch sales altogether. According to Tim Kievits of the auction, the watch has had its day.
“The auction has traditionally been where supply and demand meet. Over the past thirty years, demand has changed dramatically for us,” he says. Gelderland broadcast. “Large customers, such as supermarkets and international retailers, want continuity of availability and not be dependent on variable daily supply. The clock no longer works for them.”
Less and less interest
This fall, the auction informed growers and buyers that the watch as a sales channel will be discontinued on January 1st. According to Kievits, the clock has become less important anyway.
“We still have about 20 buyers who receive their fruit by the clock a few days a week. I estimate around 10% of turnover. Interest has been declining for some time,” he says. “Large customers can speak directly with growers about buying fruit, even for long-term contracts.”
The auction will work with watch buyers to see how they should proceed. According to Kievits, it will still be possible to view the fruits in advance.
“The clock method guaranteed a good price for the growers”
One of the regular buyers at the auction was the now 70-year-old Kees Verheij. He has been active in Geldermalsen for fifty years. First for his own fruit wholesaler, then for others. He regrets that the auction stops using this method. “It’s a fair-selling tool that’s been watched in awe around the world. Now it’s being killed off.”
According to Verheij, trade was already being sold less and less via the watch. “In recent years the supply has decreased more and more. And this while the clock method ensured a good price for the growers. Big customers like supermarkets can haggle more with the grower which means they get less profit “.
He himself still doesn’t know how to proceed with Verheij. “I have no idea how to proceed. I was here three days a week. But I’m not going to an auction in Belgium, it’s too far away for me.”
