In the past Valentine's Day occasions, were you able to get your red roses on time? Well, for many, the definite answer is sometimes yes; sometimes not. Often, the lack of air freight compounded by expensive supplies makes it a lot harder to get your hands on the varieties that you want, and in good time. As is widely known, challenges with logistics and the high prices for air freight and supplies often skyrocket during this duration, making the prospects of getting your favorite flowers on time, uncertain at the least.
Will You Be Able to Get Your Hands on the Roses You Want in Good Time?
If you are buying a bouquet of roses for your loved one on Valentine's Day or looking for roses on other busy days, such as Women's Day, or Mother's Day, you cannot be 'greedy'. It requires patience at times. Also, generally, prices double—if not triple—when important flower days are near. And in 2025—just like other years before—you shouldn't be surprised to see flower prices go through the roof or flowers not being readily available on time.
There Are Other Good Options
However, according to De Ruiter Innovations, the internationally recognized rose breeding company supplying many rose growers worldwide, there are several good rose options available. You will still get your flowers. Despite all the problems, this company still sees sales maintaining an upward trajectory, as well as an increase in the diversification of the assortments.
One of the most auspicious varieties is the Rose Born Free because its availability stretches to both Africa and South America. This means there will always be a great red rose from the breeder, available for you for Valentine's, despite all the logistic challenges growers, traders, and florists face these days. You could also consider other classic reds like Rose Ever Red®, Rose Red Calypso, Rose Rousseau, Rose Cupido, Rose Rhodos, Rose Flana or Rose Furiosa®
Rose Born Free
Rose Born Free is one of De Ruiter's latest winners within reds from South America. And it is part of—the so-called—the Red Big Five from Africa. It's a stunningly big, full-blooded red variety. Born Free is one of those roses that always performs and always becomes more beautiful as it blooms, even after a long journey. Not even sea freight is a problem for this rose. With a bud size of +5 cm and a bright red color, Born Free roses are promising.
Roses From South America
In Colombia and Ecuador, different varieties make up the lion’s share than in, say, Africa. Over the last years, in particular varieties in the X-Pression line like Piacere, Pomarosa, Super Sun, Opala, Orange Crush, Nena, and Sweet Unique were popular. But in recent years, the variety Rose Born Free has been breaking ground and making significant headways.
Like their counterparts in Africa, roughly the same worries apply. A lack of expensive available air freight space is often mentioned, allegedly also caused by a lack of crew. This is, more so, especially since air space towards Europe and Asia had previously been difficult to find. Flights towards Miami and other North American destinations supposedly have been more reasonably available.
But also the cost of production has increased tremendously. The prices of some fertilizers have gone up (sometimes by 300%) and packing material costs nearly half as much more than they used to be.
Shortage of Supplies
In the previous years, according to Alfredo Pallares, the General Manager at Florícola La Rosaleda, there had, also, been a shortage of supplies, in particular, there was a noticeable shortage of paper. Several farms had challenges accessing boxes for transporting flowers. But for Alfredo's case, he had ordered enough products in advance, so this was not such a major challenge.
Alfredo Pallares:
"However then, while demand was good, temperatures in Ecuador were also high for at least a month. So there were lots of roses too early. That may not have been a good thing then. Currently, it may be too early to compare, but I see an average Valentine and Women's Day in the final results."
Increased Production
Supply of flowers will probably outweigh demand, according to Roger Wright from Farm Direct, a Miami-based company importing flowers from Ecuador. In the past years, estimates indicate that 2021 was a very good year for flowers and many growers increased their production for 2022. In 2025, all the players in the flower value chain remain optimistic that the conditions will be favorable and that enough flowers will reach the customers in good time.
At the same time, Roger noticed that back then supermarkets were having a hard time finding labor to work the floral products in their outlets, which largely affected the demand as the presentation of the bouquets was not at its best. Everyone is hopeful that all these improve this time round. On a positive note, however, there is no doubt that those roses that do hit the market will cash in.
Header image by @erika.dezso_94.
