Aviram Krell, Plantec's Product Manager, shares an insightful and educational point of view on how European trends using Ecuadorian roses have increased with great tenacity in 2023. Plus, he shares why two of their most popular red roses are on the road to becoming queens of the European market.
2023 Wrapped Up for Ecuadorian Roses
When it comes to 2023, there has been a rollercoaster of both positive and negative experiences for Ecuadorian growers. These challenges forced the floral industry to adapt and have provided opportunities to grow hand in hand with their clients and suppliers. Roses, (two in particular) have faced their trials and have won their recognition worldwide. Aviram Krell from Plantec Ecuador, the largest rose breeder representative in the world, shares with us some numbers and first-hand experiences.
When it comes to logistical issues of 2023, they varied according to Aviram. From Ecuador to Colombia, many farms mention that during peak holidays the difficult weather conditions made it impossible to have the flowers ready on time, sharing that for example during Mother's Day, it was difficult to find space in airline cargo to ship their products. Additionally, the sea freight segment continues to grow, not only in quantity but also in quality. This segment also allows growers more flexibility when pinching their roses for the holidays, such as Valentine's and Mother's Day. Considering those challenges, how did Rose Fortune and Rose Explorer varieties rise to success in the European markets? Keep reading to find out.
The Takeover of Rose Fortune and Rose Explorer in Europe
Because of the war between Russia and Ukraine, in Europe, the flower industry has been far more suspenseful, affecting the market for nearly two years now with many companies having to expect the unexpected. Not only in Europe but worldwide. The war has had long-reaching effects on the entire world, especially in the floral industry. Countries such as Ecuador, Colombia, and Kenya are dealing not only with the rising costs of fertilizers and pesticides but also a completely new marketing experience in which a long-time client (Russia) is no longer as stable as it once was. The reality the industry has faced this past year is the acceleration of trends of increased costs.
Huge quantities of the roses being exported to Europe from Ecuador are dispatched directly to clients, there has been a dramatic increase in the percentage of Ecuadorian flowers that are being sent to the continent. Krell makes a crucial statement emphasizing that roses themselves have dramatically changed during the year. For example, Rose Explorer is a historically Russian variety that can easily be identified by its large bloom dark red hue and larger-than-life bud size, making it easy to work with and easy to impress with. Furthermore, the Explorer rose has a high demand and is continuously growing throughout Europe.
On the other hand, their Velvety Red Rose Fortune has had immense growth in Italy. To say the export of this rose has grown exponentially would be an understatement. You may be wondering what makes this rose ultra special...The color, shape, and durability are exceptional traits the market expects from Plantec varieties but Fortune's vase life is leaps and bounds ahead of any other red rose in the market. This really sets it apart from other varieties and provides a significant added value to the final consumer.
Did you know it can reach up to three weeks of vase life in good conditions? Yet another added value right there. Furthermore, the increase in the appearance of both of these red varieties in Europe shows that the current market trends are changing, and are actively seeking innovation in red varieties.
Ecuadorian Roses Dramatically on the Rise
While the total number of Ecuadorian roses going to Europe increased by around 20%, the value of exports of the roses only increased by about 5%. It is important to understand this data because the additional costs growers face, along with a devaluation of their flowers, have the potential to push growers into finding different markets that provide them with a better return for their flowers.
Aviram Krell:
"Every florist worth their salt has red roses available, but a variety like 'Fortune' roses that last 18-25 days in a vase are going to create a long-lasting positive experience for clients as opposed to another red rose that does not last nearly as long."
Many Ecuadorian growers are investing more in their European sales teams, hoping to divest their portfolio and invest in innovation. This was evident in this year's IFTF exhibitor attendees which had a larger-than-expected turnout for Ecuadorian growers. No one knows what the future will hold, but by analyzing trends and hearing directly from growers, buyers, and designers, Aviram and his team are preparing for an increase in demand for European varieties, in particular these two very distinct red varieties. In this article, he also shares the importance of being different in the industry, a very important key factor to continue being successful in the market.
To follow more of their adventures and know more about the company, make sure to visit the Plantec website.
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