10 Questions to Jonathan Kordes, Fifth Generation Rep at Kordes Rosen

Coming from a family whose name has shaped modern rose breeding for generations, Jonathan Kordes represents a new chapter in a long horticultural legacy. In this week’s 10 Questions, he shares how growing up around roses led him into the family business, the challenges of proving yourself as part of the next generation, and how tradition and innovation meet in today’s rose industry. It is a story worth reading for anyone interested in how experience, curiosity, and responsibility come together to shape the future of one of the world’s most recognized flowers.

Question 1

For those who don’t know you, who are you and what do you do?

"My name is Jonathan Kordes, and I represent the fifth generation of the family behind Kordes Rosen. Roses have been part of my life for as long as I can remember, as I grew up surrounded by the work of our family business. This early exposure naturally led me to pursue a career in horticulture to continue the family tradition. Today I work across several areas of the company, which allows me to gain a broad understanding of the entire rose industry – from breeding and cultivation to working with growers and partners around the world."

Question 2

What is so special about your job?

"One of the aspects I enjoy most about my job is its diversity. Since I am involved in many different areas of the company, no two days are the same, and the work never becomes boring. I also feel very fortunate to work with such a beautiful and natural product as roses. Roses create emotions and bring joy to people all over the world, which makes the work especially rewarding."

Question 3

Are there any specific challenges or obstacles you’ve faced in your job, and how did you overcome them?

"As part of the younger generation, one of the challenges is proving yourself among people who have many years of experience in the industry. That is not always easy, but it is a natural and important part of the journey. Respect and trust do not come automatically – they have to be earned through hard work, dedication, and a willingness to learn."

Question 4

What are the threats in the industry, and if so, do you have any solutions for them?

"One of the biggest challenges facing our industry today is the continuously rising cost of energy, labor, and transportation, alongside increasing sustainability requirements from markets and customers. Combined with the growing impact of climate change, these factors place significant pressure on many companies. As a result, continuously optimizing production processes has become essential to ensuring a sustainable and economically stable future.

At the same time, breeders face the dual challenge of developing rose varieties that are healthy, resilient, and sustainable, while also convincing growers to adopt these new varieties. For producers, switching to a new variety is always a major decision and requires trust in the breeder, as it involves replacing existing varieties and making new investments. Breeding a new rose takes many years of dedicated work, and this effort must be recognized and valued throughout the entire value chain. Ultimately, roses should be celebrated as the “queen of flowers,” a recognition that should also be reflected in their market value."

Question 5

How has technology like e-commerce platforms or digital marketing affected your industry? Which strategies have you employed to stay competitive?

"At Kordes Rosen, we are one of the few breeders that cover all three major rose segments: cut roses, pot roses, and garden roses. Digitalization has had a positive impact on our business, especially through the opportunity to connect more directly with customers.

With our own production in Germany and our online shop Rosen.de, we can sell roses directly to private customers as well as retailers. This has helped us strengthen our relationship with customers and present our varieties to a broader audience. Social media has also become an important tool for us. It allows us to showcase roses in a modern way and reach new audiences. Gardening and roses have sometimes been seen as something for older generations, and social media helps us change that perception and inspire younger people to rediscover roses."

Question 6

Who (in or outside the floral industry) is an inspiring example to you? And Why?

"Since I am still relatively young, I try to learn as much as possible from people who have many years of experience in what they do. I find it very inspiring to work with experienced breeders, growers, colleagues, customers, and partners who are passionate about their profession and who have built deep knowledge over time.

Our industry is built on generations of knowledge, and I believe it is very important for younger people like me to learn from that experience. Coming from a family business, I also greatly value the support and open communication within the family. We regularly exchange ideas and advise each other, which helps combine experience with new perspectives and creates a strong foundation for the future. At the same time, it is equally important that the younger generation takes the opportunity to step into these roles and continue developing this exciting industry."

Question 7

How do you handle stress or difficult moments in your life?

"I see stress as something positive because it can motivate you to push yourself and improve. At the same time, it is important to find ways to clear your mind and recharge. For me, daily exercise plays a big role – it helps me step away from work for a while, get fresh air, and reset mentally. This balance between focus and relaxation allows me to handle challenges healthily and productively."

Question 8

What has been the best (floral or non-floral) news for you lately, or of the last year?

"One of the most rewarding moments in our work is when new rose varieties we have bred are recognized or can finally be presented to producers. After years of careful selection and evaluation, it is always exciting to show a new rose and see how it is received. It is especially gratifying when growers show strong interest and decide to adopt a new variety, recognizing its potential. Moments like these make all the years of work worthwhile and are a great motivation for the entire team."

Question 9

Which is your favorite flower and why?

"As a rose breeder, I think this question almost answers itself. Roses are naturally my favorite flower, but I believe every blooming flower brings joy. Their incredible diversity – in color, fragrance, and growth – makes them endlessly fascinating, and they add beauty and happiness to life."

Question 10

What are you doing this weekend??

"On weekends, I like to take a step back from work and spend time with friends and family. I need to relax, enjoy good conversations, and simply be together. Sometimes we go out, but the main focus is on quality time and connection. These moments help me recharge and start the new week with fresh energy."

Jonathan Kordes’s story shows how experience, curiosity, and responsibility come together when a new generation steps into a long-standing horticultural legacy. His perspective reflects both respect for the knowledge built over decades and a clear focus on where the industry is heading. If you know a grower, breeder, florist, or floral professional whose journey deserves the spotlight, we would love to hear from you. Recommend them for a future 10 Questions feature by sending a message to edwin@thursd.com.

All pictures courtesy of Jonathan Kordes.