More value from your flower wholesale business – How the price is determined

As a florist, you make sure every day that you buy beautiful flowers at a fair price. But have you ever wondered how this price is actually determined? Your wholesaler purchases the flowers directly at the auction, from importers, or through day trading. This requires the buyer to make quick and targeted decisions. Will it be a full crate of carnations from the grower in Aalsmeer today, or would you rather buy the affordable roses from the importer?

It helps if you clearly communicate your purchasing requirements with the exporter. If you want a specific rose from a specific breeder, you'll have to search specifically – which takes time and usually costs more. If you're a bit more flexible, for example, with a requirement like "a vibrant red bloom with a length of 50 cm," the buyer can find the best offer for you. Flexibility pays off, then.

Handling and transport also play a major role. If a delivery vehicle has to stop for even a small order, costs increase. Therefore, try to structure your orders in a way that remains interesting for your supplier. Clearer and larger orders enable more efficient logistics – and this will ultimately pay off for you.