The Flower Auction is located on the outskirts of

While most of Europe is still asleep, the flower brokers of the flower world are already hard at work. In the early hours of the morning on the outskirts of the Dutch capital, these horticultural heavyweights pack into the Flower Auction over just a few hours, some 90 million roses, tulips, potted plants and an array of thousands of cut flowers from the world’s top growers will change hands, and by evening wind up in shops as far away as New York or Moscow. Business at the flower auction is blooming despite the global economic slowdown, with revenue still growing, as demand stays robust for holidays throughout the year—from Chinese New Year and St. Valentine’s Day to Easter, Mother’s Day, and Christmas.