thrift
There are big differences between the Dutch and consumers from other countries, observes Stefan van Vuuren, commercial director at the Porta Nova nursery. “The vast majority of our flowers cross the border to Germany, Austria, Switzerland or Italy. Only five percent of our roses remain in the Netherlands.”
According to Van Vuuren, Dutch economy explains the difference. “A Dutchman is more likely to opt for a cheaper bouquet of tulips, while a proud Italian would rather buy a beautiful bouquet of red roses. Even if it costs more”. On the other hand, Dutch consumers buy flowers more often.
It is mainly men who buy red roses, says Roos van de Kooij, employee of flower shop Van Beest in Amersfoort. “Women buy other flowers, with softer shades.” She herself is not a fan of the red rose. “Red doesn’t appeal to me, but I think white is beautiful. Flowers are very personal.”
Lots of love
In the run-up to Valentine’s Day, approximately 150 million roses are traded through Royal FloraHolland each year.
It remains to be seen whether the high prices deter the Dutch this year, says grower Hendrik Mostert. “Despite a lot of negativity, there is a lot of love in this country. I think a lot of people will express that by giving each other flowers.”
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