Spray roses have become an essential feature in floral design, admired for their versatility, abundance of flower heads, and the value they bring to arrangements. Yet behind their beauty lies a crucial factor that often determines how consumers experience them—the cut stage.
This September, Interplant Roses and World of Spray Roses, together with flower export consultant and creative voice Lisa Casta, have launched a six-week campaign dedicated to educating the industry on why the cut stage of spray roses matters. Each week, through a short, insightful episode on Instagram, the campaign unpacks how varying the cut stage depending on the variety directly influences shelf life, vase performance, and overall consumer satisfaction.
The Anatomy of a Cut Stage in Spray Roses
The cut stage refers to the point at which roses are harvested on the farm. For single-stemmed roses, there is often a clear benchmark for harvest. Spray roses, however, present a unique challenge because each stem carries multiple buds at different stages of development. Choosing the right cut stage requires both technical knowledge and variety-specific understanding.
Harvesting too early can result in spray roses that do not fully open, leaving consumers with a bouquet that lacks fullness and presence. On the other hand, cutting too late shortens the vase life, as flowers may already be approaching the end of their cycle by the time they reach the end customer. The balance is delicate—and that’s what this campaign aims to highlight.
Why It Matters
For florists, wholesalers, and consumers, the difference between a perfectly timed cut stage and a poorly timed one is significant. A well-chosen cut stage ensures:
- Extended vase life, giving consumers more days of enjoyment.
- Better flower opening, allowing designs to reach their intended beauty.
- Consistent quality, building trust across the supply chain.
By paying closer attention to the cut stage, growers and buyers can work together to deliver a better experience—one that honors the craftsmanship behind spray rose breeding and farming.
A Campaign to Follow
Through the leadership of Lisa Casta, this six-week series provides accessible, practical knowledge in a format designed to engage the global floral community. Each episode spotlights real examples, breaking down the nuances of the cut stage in ways that florists, traders, and even consumers can understand and apply.
This is more than an educational effort—it’s a call to action for the industry to rethink its approach to handling spray roses.
Don’t Miss Out
The campaign has just begun, with a new episode released every week on Instagram. To follow along and make the most of this initiative, be sure to connect with:
Together, they are setting the stage for a deeper appreciation of spray roses and the expertise that goes into delivering them at their best.
Upcoming episodes to look forward to are as follows;
Episode 2: Key discovery at Interplant Roses
Episode 3: The right cutting stage for growers
Episode 4: Cutting Stage is a shift of mindset
Episode 5: The true potential of sprayroses
Episode 6: Extending the cut stage unlocks beauty and value
