As the industry gears up for HortiFlora Expo 2026, growers are preparing to present not only their products but also how they are adapting to a changing market. For Ziway Roses, this year’s participation reflects both continuity in supply and a clear shift in focus.
The company enters HortiFlora with a defined direction. Strengthen relationships, present new varieties, and show how their production is evolving to match current demand.
Presenting a Refined Rose Selection
Ziway Roses will bring a wide mix of varieties to this year’s exhibition. Their assortment includes well-known names such as Red Tacazzi+, Royal Athena, and spray roses such as Fancy, Tralala, Snowdrift Sushi, and Pauleta
On Fire stands out as one of the newer additions. It is an orange standard rose, from the breeder Interplant Roses. This rose is already in early production and part of the company’s expanding range. Alongside this, a small selection of spray roses, including Sophie and Happy Wedding, will also be presented.
The overall direction of the assortment reflects a shift in the market. Demand has moved away from sweetheart roses toward intermediate and larger head sizes. Ziway Roses has already adjusted its production to align with this change, focusing more on intermediates that meet buyer expectations today.
Bringing the Industry Together in One Place
For Ziway Roses, HortiFlora remains one of the most important moments in the calendar. It is where growers, buyers, suppliers, and institutions meet in person. This physical interaction still matters. It allows buyers to see products in real time and have direct conversations with the people behind them. It also creates space to address challenges, discuss new solutions, and understand how the industry is evolving.
Beyond business, there is also a human side. Long-standing relationships are maintained, new ones are formed, and the broader network of the floriculture industry continues to grow.
What Sets the Ziway Roses Stand Apart
At their stand, Ziway Roses will focus on clarity and reliability. Visitors will be able to see a full representation of their rose range and engage directly with the team. The company produces around 115 million stems per annum, with a daily output of approximately 300,000 stems. This scale supports a consistent year-round supply. Their roses are known for performance, with a vase life of up to 14 to 15 days.
The approach is straightforward. If the product is available, the focus is on delivering it according to customer requirements. Buyers, wholesalers, and partners can expect open discussions around supply, specifications, and long-term collaboration. Ziway Roses will be exhibiting at Booth A1.12, where visitors can meet the team and explore business opportunities.
Ongoing Work Beyond the Greenhouse
While the product remains central, Ziway Roses is also investing in how the business operates behind the scenes. The company is looking at expansion opportunities while continuing to refine its internal systems. One of the key areas of development is turning waste into usable resources within the farm.
A current focus is the production of biochar using green waste and recovered oil through a controlled process. This creates a material that can be reused within the farm while also generating energy. In parallel, the farm operates a biogas system that supports energy needs and reduces waste. These are practical systems that improve efficiency while creating value from existing resources.
A Working Model Built on Responsibility
Sustainability at Ziway Roses is applied through daily operations rather than statements. The company follows a model based on reducing, reusing, recycling, and regenerating. This replaces older systems that focused mainly on production and disposal. Every input and output is considered in terms of how it can be used more efficiently.
The approach connects directly to people and business performance. Long-term success depends on maintaining a balance between people, profits, and the planet. This thinking continues to shape how the farm develops and how decisions are made across the operation.
Ermiyas Solomon notes that;
“For us, sustainability is not optional. Profit, people, and the planet must move together. If one fails, everything fails. That is why in everything we do, we focus on reducing, reusing, recycling, and regenerating our resources.”
Meeting Ziway Roses at HortiFlora 2026
Ziway Roses arrives at HortiFlora 2026 with a clear and structured offer. A strong assortment, a shift aligned with market demand, and systems that support consistent supply.
For visitors attending the exhibition, their stand provides a direct opportunity to engage with the team, understand their approach, and explore how to work together. Visit Ziway Roses at Booth A1.12 to continue the conversation.
All pictures courtesy of @HollaRosesBv.
