Question 1
For those who don’t know you, who are you, and what do you do?
"I’m Tyler Francis, CEO of Francis Roses, and Co-CEO of April & Ashley, our direct-to-consumer brand that brings rare and exclusive rose varieties directly to gardeners, and floral enthusiasts. My family has been farming in Arizona since the 1920s, and my father, Michael, started growing roses in 1987. I grew up in those fields. After grad school and a stint in consulting, I came back with a vision: modernize our operations and forge new breeding partnerships. With the help of my co-CEO Brian Rhodes we started April & Ashley, inspired by our wives, a direct to consumer brand designed to bring more rose varieties directly to people's homes.
In California, we collaborate with Eufloria to trial and sell direct-to-consumer potted rose bushes. And in Suesca, Colombia, we’re proud to work with Milagro, an extraordinary partner who shares our values and vision for the future of roses to offer premium cut roses. We also run trialing facilities in Arizona, Texas, and Vermont, and we represent an elite group of breeders from around the world including Interplant Roses, Jan Spek Rozen, Rosen Tantau, Georges Delbard, NIRP International, Roses Forever ApS, among others."
Question 2
What is so special about your job?
"Growing roses is a blend of art, science, and soul. It’s slow, unrelenting work, especially under the heat of the Arizona sun, but it’s also deeply fulfilling. A rose takes years to develop, and by the time it blooms in someone’s garden or home, it carries the legacy of careful breeding, trials, and passion we all share. What makes it truly special is knowing that our work plays a role in people’s most meaningful moments, weddings, memorials, or the joy of tending to their garden.
We operate at an unmatched scale but refuse to compromise on quality. We’ve built a proprietary clean plant network, using tissue culture for rootstock and scion material, and we invest heavily in research and development. There’s joy in combining old-world growing wisdom with cutting-edge innovation. We’re not just keeping the tradition alive, we’re evolving it."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"Shipping a luxury product like a rose, living and fragile, is no easy feat. Early on, there was a lot of skepticism: would a premium rose bush or bouquet arrive intact and ready to thrive? Will people buy roses online? We believed they would, and they did!
We spent years trialing genetics across the U.S., a country with one of the most diverse climate zones in the world, refining our logistics model, and designing compostable or recyclable packaging. We collaborated with breeders to identify varieties that are beautiful but also resilient. We’ve unlocked a new way to experience roses, one that brings the magic from field to doorstep."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"Two major threats: illegal plant imports and sustainability-washing. Too many roses are entering the country without USDA clearance, bypassing phytosanitary controls, disrespecting IP, and introducing serious biosecurity risks. We’re working with federal agencies to enforce IP rights and stop the illegal import of plant material. This isn’t just about business, it’s about keeping our ecosystems safe and our breeding community strong.
The second threat is greenwashing. Sustainability is more than a marketing word. At our companies, we’ve committed to compostable and recyclable packaging, regenerative farming, and we’re actively pursuing B Corp certification. If we want a healthy floral future, transparency and accountability need to be the standard, not the exception."
Question 5
How has technology, such as e-commerce platforms or digital marketing, affected your industry? What strategies have you employed to stay competitive?
"Through April & Ashley, we’ve created a platform where customers can confidently and conveniently purchase luxury roses, whether potted plants or bouquets. We craft every bouquet to order with proven, high-performing varieties. At the same time, we’re introducing exciting new rose bushes from international breeders to the U.S. market for the first time. We use genetics that hold up in the vase or a garden, because nothing’s worse than a disappointing bloom.
We leverage digital marketing and we lead with storytelling, because a rose isn’t just a flower. It’s a memory, a message, a living sculpture. And for too long, our industry hasn’t known how to tell that story well. We’re here to change that."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"My father, Michael Francis, is my cornerstone. He built a rose farm in the Arizona desert with nothing but vision, work ethic, and a deep sense of integrity. He taught me that consistency matters more than charisma, and that your word is everything.
Outside the floral world, Yvon Chouinard of Patagonia is someone I greatly admire. He created a company that proved you can lead with values, not just margins. His commitment to sustainability and authenticity resonates deeply with me and has shaped how I think about growth and responsibility."
Question 7
How do you handle stress or difficult moments in your life?
"Routine keeps me grounded. I swim with my masters team at 4:45 am every day and lift regularly to stay centered and strong. Even on the road, I find a pool, whether I’m in Colombia, Europe, or traveling the United States. It gives me clarity. But being present for my family is my true foundation, and I’m grateful for the moments I get to coach my kids’ soccer and softball teams.
At the heart of it all is my wife, Ashley, her strength, her humor, and her unwavering belief in what we’re building make everything possible. The truth is, roses take time. They require patience. So does building anything that lasts. And when it feels heavy, I remind myself: pressure is a privilege."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"The launch of April & Ashley has been a turning point, not just for our company, but for how we connect with people. For years, we were only wholesale suppliers. We shipped to stores, but never got to see the moment someone fell in love with our flowers.
Now, we’re part of that joy. We’re introducing newcomers to roses, and offering collectors access to varieties they never thought possible. We’re building a bridge between breeders, growers, and everyday people who just love beautiful things. Watching our community grow online and seeing those roses thrive in real backyards… It’s beyond gratifying. It’s why we do this."
Question 9
Which is your favorite flower/plant, and why is it good for you?
"Roses, always roses. But picking a favorite variety? Impossible. One week it’s an antique smoky mauve from Interplant; the next, it’s a fiery new hybrid tea from Tantau. That’s the magic of this work, getting to witness the artistry of breeders unfold one bloom at a time.
We get to walk seedling blocks no one else has seen. It’s like listening to an unreleased song, watching form, fragrance, and color come together in ways the world has never experienced. Every variety tells a story. Every breeder has a voice. I love being a part of that dialogue."
Question 10
What are you doing this weekend?
"I’ll be in Nipomo, California, checking in on our coastal trial site. Some of the new varieties are really starting to show their potential. I like to walk the fields myself, feel the soil, watch the plants, and see what’s thriving in that microclimate.
After that, I’ll grab tacos with the crew. And if the surf’s up, I’ll get a session in. There’s nothing like saltwater to reset your mind. Balance matters, even in bloom season."
All pictures courtesy of Tyler Francis.
