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. This year air freight doesn't seem to be a big problem anywhere. Compounding by expensive supplies makes it much harder in some years to get your hands on the varieties 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. But so far so good in the past week. And prices are high at the auction, so only good news up until now.
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 Many Good Options
However, according to De Ruiter Innovations, the internationally recognized rose breeding company that supplies many rose growers worldwide, several good rose options are available. You will still get your flowers. This company still sees sales maintaining an upward trajectory and increasing the diversification of its assortments.
One of the new and interesting 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 Rhodos, Rose Furiosa®
White Rose Proud or the Spray Rose Snow Bubbles is also a winner and Pink Dimension and Red Dimension both score well too.
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 a bright red color, and almost thornless stems, Born Free roses are promising.
Roses From South America
In Colombia and Ecuador, different varieties make up the majority of the market than in, say, Africa. Over the last few years, varieties in the X-Pression line, like Mandarin X-Pression and Pink X-Pression, have become very popular. Dragon Fly, Pomarosa, Super Sun, Be Sweet, Opala, Orange Allure and Sweet Unique are also winners. With the campaign running to promote Born Free Roses, this variety is more wanted than ever.
Like their counterparts in Africa, roughly the same worries apply. In the past, a lack of expensive air freight space, also caused by a lack of crew, was often mentioned. This was especially true since air space towards Europe and Asia had previously been difficult to find. However, in 2025, flights towards Miami and other North American destinations supposedly have been more reasonably available.
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:
"In some of the previous years, while demand was good, temperatures in Ecuador were also high. So there were lots of roses too early. That may not have been a good thing then. Currently I foresee an average Valentine and Women's Day in the final results."
Increased Production
Supply of flowers, demand, according to Roger Wright from Farm Direct, a Miami-based company importing flowers from Ecuador, every year is different. In the past years, estimates indicate that during the pandemic it was good for flowers and many growers increased their production after. 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, 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.
