The Astra Journal
Stories from the Dutch flower trade.
Care guides, seasonal forecasts and dispatches from the auction floor — written by our buyers and growers.
Care Guide
How to extend vase life of Dutch roses
Five practices our buyers recommend to florists for keeping Red Naomi at peak for two weeks.
May 2026 · 5 min read
Seasonal
Peony season 2026: what to expect from the Dutch fields
Cooler April nights are pushing the Sarah Bernhardt window. Here's what wholesale buyers should plan for.
April 2026 · 4 min read
Auction
Inside the Aalsmeer clock auction at 06:00
A walk-through of how our buyers select 200+ varieties before sunrise — and why speed defines pricing.
March 2026 · 6 min read
Pot Plants
Phalaenopsis grading: the difference between A and AA
What separates premium Dutch orchids from the rest, and why retail customers can spot it in seconds.
March 2026 · 3 min read
Care Guide
Storing oriental lilies for retail display
Temperature, humidity and pollen management — the three things florists most often get wrong.
February 2026 · 4 min read
Trends
Pink palette trends for spring weddings
What our wholesale buyers are seeing across European event florists this season.
January 2026 · 5 min read