• PAGE ONE
• INDEX
• HOME

A flower in its cap

Less than an hour's drive from Amsterdam is an industry that goes about its business without noise or machinery. The Aalsmeer Flower Auction is the largest flower auction in the world -- a marvel for tourists who flock here from far and wide.

The `Verenigde Bloemenveilingen Aalsmeer' (United Flower Auction Aalsmeer) is the result of a merger between two major auction firms to form a giant auction organisation which conducts its business in a huge modern complex with an area of over 7,15,000 m etres. This is the equivalent of 120 football fields, making it not just the world's largest flower auction centre but one of the largest commercial buildings anywhere.

Aalsmeer has kept up with the times without losing its character. The `drop of the hammer' so reminiscent of the traditional auction has been replaced by `computer readings', but the result is the same with all the other generics of auctioneering in use.

The spectacle is truly awesome. Thousands of flower-laden carts fill the giant halls forming a huge patch of colour. Layer upon layer of roses, sunflowers, tulips and gladiolus form patterns of amazing symmetry.

Visitors can view the entire auction process for cut flowers and follow the bidding, which is monitored on clocks, from strategically located viewing galleries. The auction building is divided into two parts, one for the auction itself and one for the bu yers. The flowers are preserved in cold storerooms till they are auctioned. The buyers' section is a busy area with some 350 buyers, exporters and wholesalers renting packaging space.

The auctions take place five days a week in five different rooms equipped with wall clocks. With the same items always auctioned in the same hall, buyers know exactly where to find certain products. The buyers are exporters, wholesalers or florists and s treet vendors, who on registration, are given buyer cards coded with an individual number. When these cards are inserted into the desk, it unlocks a push button needed for bidding.

Soft and romantic they may be, but flowers are business too. The sales are by Dutch auction with the bidding starting at 100 units (usually cents) followed by items at lower prices. The auctioneer calls out the products being transacted and reads out the comments and findings of the quality inspectors along with the relevant details. This ensures a foolproof method whereby the buyer knows what he is buying. The transactions over, the buyers have to pay immediately either by cash or by bank documents, an d several banks operate offices in the building itself.

Over 80 per cent of Aalsmeer's auction products are exported. Quick packaging and deliveries enable products auctioned in the morning to be sold the same evening in Europe, America, Canada, etc.

Bloemenveiling Aalsmeer's statistics are staggering. A massive 14 million flowers and a million-and-a-half plants are sold daily, which add up to a whopping three-and-a-half billion flowers and 370 million plants annually. The company employs over 1,800 staff with some 10,000 `outsiders' of the trade, and handles some 50,000 daily transactions. There are facilities for 3,500 cars to be parked at the building and 2,000 lorries leave the premises daily. Of the seven flower auctions in Holland, Aalsmeer is the largest with a 43 per cent share and is a major player in the 5-billion guilder Dutch flower export trade.

Two hundred varieties of roses are the main products auctioned, followed by tulips, carnations, chrysanthemums, freesias and gerbers. Some 2,20,000 international and local tourists visit the premises annually to see the proceedings and enjoy the viewing gallery and the in-house restaurant and boutique.

Fact file

How to get there: KLM operates regular flights from Delhi, Mumbai and Calcutta to Amsterdam's Schiphol Airport. Aalsmeer is an hour's drive away and is on the regular itineraries of tour companies. One can drive there or take a coach tour.

Where to stay: The most convenient accommodation available is at Amsterdam.

What to do: A day-tour from Amsterdam to Aalsmeer normally also covers other tourist centres like Delft and Madurodam, and costs approximately 200 guilders.

The auction house is open throughout the year. Entrance tickets can be bought at the premises. The in-house boutique sells souvenirs.

Indian nationals require a visa.