Some flower farms are built with business in mind. Others, like Star Roses, begin as something more personal—a legacy in the making. Nestled high in Ecuador’s Andean valleys, this rose farm isn’t just another name in the floriculture scene. It’s a story. One that started back in 2007, with a handshake between a father and son and a shared dream to do things a little differently.
That father was Francisco Negrete, Ecuador’s first hydrogeologist. A man with dirt under his nails and water on his mind, Francisco had spent years drilling wells and understanding the land. His son, Diego, brought the vision to turn that knowledge into something blooming. Together, they didn’t just start a farm. They built a culture—quietly confident, proudly Ecuadorian, and above all, family-first.
“For us, flowers are not a product—they are a statement of who we are,” says CEO Diego Negrete. “At Star Roses, we are committed to doing things differently, not just to stand out, but to stand for something.”
At Star Roses, Farm With a Purpose
Located across more than 80 hectares in the highlands of Ecuador, Star Roses is all about detail. It’s not just the elevation that gives their roses an edge—it’s the care behind every stem. From choosing varieties that stir emotion to fine-tuning post-harvest techniques that preserve perfection, this is a farm that works with purpose. Diego puts it simply: “At Star Roses, your word is everything. What we promise, we deliver. It’s a matter of principle.”
You feel that in the way the team talks about quality—not like it’s a buzzword, but like it’s non-negotiable. Whether it’s investing in nanobubble oxygen systems to boost stem health or building a dedicated space just for tinted roses, they’re not cutting corners. They’re creating corners worth turning.
The Soul Behind the Rose
Ask around the industry, and you’ll hear plenty about their roses—200+ varieties strong, ranging from garden types and sprays to standards that hold their own on any world stage. But what really sticks is the feeling behind it all. That rare mix of precision and heart. “Star Roses is not a brand—it’s a story of legacy, vision, and excellence,” says Diego. “Every rose we grow reflects our deep commitment to creating something unforgettable.”
It shows in the product lineup. In 2025 alone, Star Roses is introducing 30 new varieties tailored to today’s global floral designers—think elegance with a twist, or roses that perform as well in freight as they do in a vase. They’re not chasing trends; they’re shaping them.
Tinted Roses, Reimagined
Then there’s their post-harvest playground: tinted roses. What started as a simple experiment four years ago has become a whole category of its own, with over 400 exclusive designs. They’ve recreated fashion moments, played with seasonal stories, and even dipped into pop culture with their Barbie Star design.
But it’s not just about color. It’s about control. By building a custom post-harvest area dedicated to these creations, Star Roses has set a new standard in the art of transformation. “This isn’t just a tinted rose,” says Diego. “It’s a Nothing Like It creation.”
And yes, that’s their slogan. “Nothing Like It.” A bold statement—but one they seem pretty comfortable standing behind.
More Than Flowers
You don’t stay relevant in floriculture by being a one-trick pony. And Star Roses has never been just about growing things. It’s about growing well. Their sustainability game is tight—backed by serious certifications like Rainforest Alliance and Flor Ecuador, and built on a foundation of water conservation, reduced chemicals, and circular practices that actually make sense on the ground.
Francisco, now company president, puts it best: “Our purpose is rooted in leaving this world—and our community—a little better than how we received it.”
They’ve even got a dedicated team just for their Integrated Management System, which says a lot about how seriously they take improvement. Not just for the roses, but for the people tending them.
A Brand With Backbone
Star Roses isn’t trying to be flashy. Their strength lies in consistency, story, and that hard-to-fake mix of humility and confidence. They know where they come from. And they know where they’re going—into bold marketing, interactive catalogs, and digital experiences designed to connect, not just broadcast.
The storytelling is getting deeper. And the global collaborations? Let’s just say they’re not planning on staying quiet. “We don’t follow trends—we create them,” says Alejandra Jarrín, the brand’s Marketing Director. And honestly, it feels true.
At a time when floriculture is all about chasing the next big thing, Star Roses is doing what they’ve always done: growing with purpose, leading with care, and building something that’s, well… Nothing Like It.
