Multiflora Flower Auction: auction in Johannesburg
Multiflora is a flower auction in Johannesburg's City Deep district, operating within a complex that also contains independent retailers and services for the…
AGR-360 · Auction · Johannesburg, South Africa · ZAR
Multiflora is a flower auction in Johannesburg's City Deep district, operating within a complex that also contains independent retailers and services for the floral trade. Buying at the auction and purchasing from a shop in the complex are separate transactions. For a flower grower, the auction offers access to multiple commercial buyers; for a florist or wholesaler, it provides an opportunity to compare consignments before further distribution. The directory entry focuses on the auction and explains the surrounding retail context where it affects procurement.
The company's LinkedIn profile describes approximately 600 growers on its books and about 400 florists and wholesalers attending auctions. The description gives no measurement date. They cannot, on their own, establish annual volume or market share. Keeping this distinction avoids presenting a general company profile as a current statistical survey.
The selling mechanism uses a descending price clock. The first buyer to stop it with a button communicates the required quantity to the auctioneer. The operator allows pre-sale inspection and requires registration for both buyers and sellers. Roses, lilies, daisies, tulips and seasonal flowers are among the stated products, while supplier information refers to quality and packaging standards. Prospective sellers should obtain the detailed specifications relevant to their product rather than infer them from a photograph or general description.
This does not imply that trading or clock prices are absent. A bouquet or plant price in an associated shop is not an auction result. Ask the operator about participant statements, available reports and the current sale timetable. Opening hours advertised for the wider shopping complex should not be treated automatically as the starting time of the auction itself.
Buyers should specify species and variety, stem length, stems per bunch, opening stage and the required remaining life. Event-related procurement also needs consistent colour and a dependable release date. Sellers should clarify labelling, pack sizes and arrangements for unsold flowers. Include conditioning, cooling, losses and onward transport in the delivered-cost comparison. A trial consignment can show whether quality after delivery meets the end customer's needs before larger recurring orders are placed. For such a perishable product, recording arrival condition and usable stems may provide a better measure of purchasing performance than comparing the initial price alone.
What is priced: Cut flowers and ornamentals
Products and quotations
Roses; lilies; daisies; tulips; seasonal flowers; plants through separate tenants
Sources
- Auction mechanism and registration — multiflora.co.za
- Complex and contact — multiflora.co.za
- Company profile: declared participant numbers — za.linkedin.com
All agricultural exchanges, markets and price sources
