On Friday, March 27th, Dümmen Orange Latam held its Open House in Ecuador, bringing together clients and professionals from across the rose industry. The day began with breakfast, where attendees had the opportunity to reconnect before moving on to the greenhouse visits. From early in the day, visitors started arriving and continued throughout the morning, creating a steady flow of growers, buyers, and partners interested in reviewing the varieties on display.
An Open House Themed 'Middle of the World' to Show Ecuador’s Position in Roses
The theme of this year’s Open House, 'Mitad del Mundo' (Middle of the World), reflects Ecuador’s role as one of the main producers of high-quality roses worldwide. The country’s growing conditions – altitude, consistent daylight, and climate – allow roses to develop strong stems, incredible colors and combinations, and reliable performance. This positioning continues to make Ecuador a key origin for markets that demand quality and consistency.
New Codes and Established Varieties in Full Bloom
During the event, visitors explored a wide selection of varieties, including new codes and established roses already present in the market. The greenhouse setup allowed each variety to be seen at its full stage, making it easier to evaluate differences in color, size, and overall appearance.
The new codes attracted strong interest, as growers look for options that respond to current market needs. At the same time, existing varieties showed their consistency and performance, supporting ongoing production programs. Seeing the varieties directly in the greenhouse gives a more complete understanding of how each rose performs. Visitors were able to observe plant structure, growth behavior, and uniformity—key factors when selecting varieties for production.
This type of evaluation helps identify aspects that are not visible when flowers are only presented after harvest. It allows growers to make decisions based on both visual appeal and production performance.
A Key Meeting Point in Cayambe for the Rose Industry
The Open House brought together a large number of companies from across the rose sector, creating a space where different parts of the industry could meet in person. Growers, buyers, and commercial teams moved through the facility while exchanging opinions, comparing observations, and discussing how each variety could fit into their current and future programs.
This type of event plays an important role beyond simply presenting new varieties. It allows for direct feedback between breeders and clients, helping align production with real market demand. Decisions in floriculture are not made in isolation, and having the opportunity to see varieties on-site, while discussing them with other professionals, adds a level of clarity that cannot be achieved through catalogs or digital presentations alone.
The presence of multiple companies also brings a broader perspective. Growers can compare their own criteria with those of others, understand shifting market preferences, and evaluate how certain varieties are being received across different regions. These conversations often influence not only variety selection but also long-term production strategies.
At the same time, the Open House strengthens relationships within the industry. Face-to-face interaction remains essential, especially in a sector where trust, consistency, and long-term collaboration are key. Events like this create space to reinforce those connections while keeping the focus on performance, quality, and market relevance.
Towards the end of the visit, the experience extended beyond the greenhouse. The facility in Cayambe was decorated with traditional Ecuadorian elements, including typical clothing and local food, offering visitors a closer look at the culture behind the production. This added a local dimension to the event, connecting the technical side of the industry with the place where these roses are grown.
Photos courtesy of Dümmen Orange Latam
