When Braam Roses started its journey in 2009, the odds were not exactly in its favor. Entering the rose industry at a time when many established players already had strong market positions meant one thing. Competing head-on in standard roses would be difficult.
So, the farm made a different decision. It chose focus. Instead of following the volume-driven route, Braam Roses built its identity around spray roses. At the time, this segment was still relatively small, less defined, and often misunderstood in the market. But that gap is exactly where opportunity lived.
Strong Partnership as a Foundation
Long before the first stems were cut, the relationship with Interplant Roses was already in place. For Braam Roses, this was not just a breeder-grower relationship. It was a foundation.
Interplant recognized the farm early and offered support even when Braam Roses was still new to the industry. That early trust made a difference. It gave the farm access to genetics that would later define its product range and positioning.
Today, out of 38 varieties grown on the farm, 34 varieties are from Interplant. This is not by coincidence. It reflects a long-term alignment in vision around spray roses as a category.
Why Spray Roses Made Sense
Starting late in an already competitive industry forced Braam Roses to think carefully about positioning. Spray roses offered a different path. At the time, total volumes were still limited, and the category had not yet reached full market maturity. That meant less noise and more room to build a recognizable name.
Over the years, that decision has proven right. Demand has grown steadily. Markets that once treated spray roses as seasonal now see them as a year-round product. Awareness has increased across key regions, and buyers understand their use much better than before. What was once a niche has become a serious segment.
From Individual Effort to Collective Growth
One of the biggest shifts in the spray rose category has not come from individual farms alone. It has come from collaboration.
Through initiatives like World of Spray Roses, growers have been able to present a unified message to the market. Instead of fragmented promotion, the category is now supported by a shared effort that reaches a much wider audience.
For Braam Roses, being part of this collective matters. Marketing as a single farm has its limits. But when growers come together, the scale changes. Visibility increases. Education improves. Demand follows.
This kind of cooperation has played a direct role in expanding the market and changing how spray roses are perceived across the industry.
Building a Recognizable Presence in the Market
Today, Braam Roses operates on 22 hectares, with the vast majority of its volume moving through the auction. Markets are primarily reached via the Netherlands, with select direct clients and shipments to destinations like Japan.
The strategy remains clear. Maintain a strong presence at auction, ensure consistency, and let reliability build long-term relationships. Interestingly, many direct clients actually originate from the auction. Buyers get to know the brand there first. Trust is built through performance, and only then do direct relationships follow.
Read more about the Managing Director Ben Braam here, in his feature on Thursd's 10 Questions.
What the Future Holds
The spray rose segment has grown significantly, but growth also brings pressure. Increased production across farms means the market needs structure, communication, and direction.
For Braam Roses, the future depends on clarity. Clear supply, clear positioning, and continued cooperation across the industry. With new varieties from Interplant entering production, including upcoming introductions like Happy Wedding and Dima Bombastic, the focus remains the same. Stay consistent, stay visible, and keep contributing to the category as a whole.
Spray roses are no longer an afterthought. They are a defined product category with growing demand, stronger identity, and increasing relevance across global markets. For this grower, the journey has always been tied to that belief. From early adoption to active participation in World of Spray Roses, the farm has not only grown with the category but helped push it forward. And that work is far from finished.
All pictures courtesy of @braamroses.
