In the floral industry, few things evolve as creatively—and as strategically—as spray roses. Behind their growing popularity is a clear force: Interplant Roses, a world leader in breeding spray roses, and the driving force behind the World of Spray Roses initiative.
Through decades of dedication, Interplant has not only shaped the spray rose category—they’ve led it. With a strong global breeder-grower network and an eye for both design and performance, their varieties have set new standards for what spray roses can be.
Breeding With Intention
Innovation isn’t random. At Interplant Roses, breeding new spray varieties is a long, iterative process rooted in deep experience and global insight. Each year, their team initiates hundreds of thousands of crossings. The goal? Varieties that meet modern demands—better vase life, striking color, strong stems, and design flexibility.
Early testing happens in the Netherlands, in advanced greenhouses equipped with computer-assisted breeding tools. But it’s the skill of Interplant’s breeders that makes the difference. This is where years of hands-on know-how translate data into direction.
The Selection Process, Global by Design
Only a few seedlings make it through the multi-year selection funnel. After initial in-house evaluation, selected varieties are sent to partner test facilities around the world. These include key growing regions with diverse climates, such as Kenya and Ecuador, ensuring the new varieties aren’t just beautiful—they’re reliable for global growers.
This collaborative process is at the heart of The World of Spray Roses. Member growers—those cultivating Interplant’s varieties—play a crucial role in trialing and shaping each rose’s journey to market.
From Trial to Trademark
When a variety show promises, Interplant’s licensing and commercialization teams step in. This includes registering Plant Breeders’ Rights, managing trademarks, and working closely with growers and market agents to ensure smooth rollout.
Every decision is backed by data, but also by feel—Is this variety different? Does it complement existing categories or open up something new? These questions guide the transition from trial variety to a global brand.
Launching With Meaning
Promotion is where The World of Spray Roses shines. It’s not just about growing excellent roses—it’s about storytelling, experience, and engagement. Whether through in-house design events, international trade shows, or strategic influencer partnerships, this initiative ensures every new variety makes an impression.
A standout recent launch was Spray Rose Nadia, named after floral designer Nadia Duran. With strong branding and industry buzz, Nadia entered the market not just as a rose, but as a statement—bold, elegant, and backed by a global network.
Innovation Fueled by Market Dialogue
Interplant Roses breeders don’t operate in isolation. They stay close to the pulse of the industry by traveling, listening, and learning. From florists and retailers to high-volume growers, every interaction adds insight to the breeding roadmap.
This constant loop between breeder and market is part of what keeps Interplant's spray roses ahead. Trends shift, expectations evolve, and Interplant adapts—often before others see the change coming.
A Marketing Platform with Purpose
The World of Spray Roses exists to unify and amplify the voices of growers working with Interplant varieties. With headquarters in the Netherlands, supporting offices in places like Barcelona, and trial operations in Kenya, the network spans continents—but speaks with one voice.
Growers benefit from shared visibility and collective promotion, while florists and buyers get access to consistent, high-quality product lines that tell a clear story.
Read more about the recent World of Spray Roses Farm Tours, a campaign which was executed by Thursd through its floral influencers in the Netherlands and Kenya.
Behind every Interplant spray rose is a process—creative, technical, and deeply collaborative. Through the World of Spray Roses initiative, that process is not only celebrated but continuously refined.
At a time when floriculture is shaped as much by narrative as by novelty, Interplant Roses reminds us that breeding excellence is both a science and an invitation—to reimagine what’s possible, one variety at a time.
All pictures courtesy of World of Spray Roses & Interplant Roses.
