The first two months of 2026 are already behind us – the year is well underway.
Since we made the conscious decision to scale down our company and focus entirely on premium, heavy-quality Alstroemeria, our sales strategy has evolved as well. Quality over quantity – in every sense.
Becoming More Clock-Oriented
In the past, we focused strongly on arranging direct orders. That helped us avoid sending too many large volumes to the auction clock. Today, however, we have become much more clock-oriented. Our main customers – wholesalers – generally purchase smaller quantities, and for them the auction clock is a very suitable and efficient sales channel.
How Our Daytrade System Works
What many people still don’t know is that we offer all of our products through a 'daytrade' system. Here’s how it works.
On the day of processing, trolleys filled with our flowers are transported to the Royal FloraHolland auction building in Aalsmeer. From the moment the trolleys are on their way, the flowers are already available for purchase via the auction's daytrade system, Floriday. Buying directly through daytrade means even fresher flowers. As growers, we set the price at that moment – a price that allows us to cover our costs and generate the income needed to invest in the future. The trolley remains available as stock the following day as well. So yes – it’s very easy to buy flowers from Miss Alstroemeria on the day itself.
For us, this system means:
- No need for an additional salesperson
- Faster and easier product availability
- Contact with a much broader and more diverse customer base
What Did This Mean for Valentine’s Day?
Did this shift affect our Valentine’s season? Absolutely. We saw more sales through daytrade and clock pre-sales – and notably, higher prices. Our heavy-quality flowers are clearly being appreciated in the market. That recognition confirms we made the right strategic choice.
This summer, we will plant four new varieties to continue expanding and strengthening our assortment.
Still, Personal Contact Matters
At the same time, I firmly believe in personal relationships. As efficient as digital trading is, I still love working with weekly fixed orders from customers who truly value and understand our product. That’s why we’ve created a brand-new brochure to promote Miss Alstroemeria at trade events for florists. Our first stop? FlorEvent in Nantes, France. This fair will be held on 8 and 9 March 2026.
Perhaps I’ll meet some of the Thursd readers there? I would love that.
See you soon – and here’s to a strong, blooming 2026. 🌸
Karolien Tesselaar, Miss Alstroemeria.
