KLOK VEILING: HOW THE "REVERSE AUCTION" SALES MODEL REVOLUTIONIZED THE MARKETING OF FLOWERS AND PLANTS

Abstract

The flower and ornamental plant market stands out for its high profitability within the agricultural sector. Composed mainly of family farming with high added value per unit of labor, it concentrates both production and consumption in the state of São Paulo, and for the proper functioning of this market for perishable products, it is extremely important that the distribution chain operates efficiently. Considering these points, this research aims to present a study on the Veiling Holambra Cooperative, specifically on the operation of Klok, a model for the commercialization and distribution of flowers and ornamental plants in the form of a reverse auction. Presenting a historical context of the cooperative's formation, the operation of the Veiling system and the Klok auction, as well as the characteristics that make this system an innovative model for commerce within the floriculture sector, the objective of this research is to present the reasons that make Klok the ideal model for the commercialization of flowers and ornamental plants when compared to other distribution systems, such as CEASA/Campinas and CEAGESP-ETSP. The results show that the model proposed by Klok Veiling offers comparative advantages in the marketing of these perishable products due to its agility, transparency, competitiveness, and generation of consumer statistics. Furthermore, the system has a standard control and quality maintenance system for the product, and the possibility of online tracking with real-time consultation, guaranteeing greater security and reliability for both the consumer and the producer when choosing to market through the Veiling Holambra Cooperative. The methodology used for this research includes a bibliographic analysis of the emergence of the Veiling Holambra Cooperative, as well as research and scientific articles on the Brazilian flower market and the marketing models that comprise it. Finally, an analytical comparison between these marketing models (Klok Veiling; CEASA/Campinas; CEAGESP-ETSP) was presented, concluding with the greater efficiency of the Klok Veiling model.