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Torben Moth Madsen, Rosa Danica:

"Interesting sales of scented potted roses"

Innovation is a must to keep on top of the market. This statement is confirmed by Rosa-Danica, a Danish potted rose grower who introduced a new potted rose last February. "The market of potted plants is squeezed and mainly due to the devaluation of the ruble, we and many EU potted plant growers experienced a decrease in sales. However, due to the introduction of our scented potted rose our market offers a better perspective," says Torben Moth Madsen, owner of Rosa Danica.

Scented roses of Rosa Danica.

Popularity of scented potted roses
In February, the grower introduced the scented rose of Rosa Danica, the RosAroma, which is increasing in popularity and is exclusively grown by Rosa Danica. "At first, the buyers were a bit skeptical about these scented roses and started with half a trolley a week. The market adapted to this product very well and now, some of them are buying a trolley a day. At the moment, 5% of our production, so 10,000-12,000 potted roses a week, consists of scented roses," says Madsen. Besides the strong scent, the RosAroma is also known for its long shelf life. "It is difficult to give a scented rose a long shelf life, but due to the 25 years of breeding experience of Kordes Roses, our breeder, we were able to produce a scented rose with a shelf life of 18-25 days. According to Madsen, the popularity increased over the last months very fast, and he expects it to keep increasing in the future.

Torben Moth Madsen in the greenhouse of Rosa Danica. (Photo made by Gartnertidende)

Different cultivation technique
Cultivating the RosAroma is different than the regular potted roses. "This rose needs other climatological settings and for this reason it cannot be cultivated in the same greenhouse as the regular potted roses," says Madsen. The use of crop protection products, however is the same. In the 17ha sized greenhouse of Rosa Danica, they are continuously trying to reduce the use of chemicals. Like many other growers, they try to use only biological crop protection products. However, as well as using biological products they have already reduced the use of chemicals by 60% with a special technique. "With this technique we touch the young plants with a piece of plastic or heavy plastic film, several times a day until they are flowering. This technique is only used by us and a Dutch potted rose grower; Leo Van Der Harg"

Packaging is important
According to Madsen, packaging is very important in the potted plants market. "We work with several companies to add value to our pots. Modiform, for example, designs our colored pots and trays. We also use the Jackpot Easy Waterâ„¢ pots to extend the shelf life at home for the customers. This system uses two pots. One pot is used for the rose and one larger for the reservoir. The rope drains the water from a reservoir and supplies the water as the plant requests.

Rosa Danica
Rosa Danica is a grower of mainly indoor potted roses, campanulas and schlumbergeras. The scented roses and the Kordana varieties of Rosa Danica are bred by Kordes Roses, a German breeder of cut, garden and potted roses. "Since 25 years, we are in a close joint venture with Kordes roses. They breed the new varieties and we test them," says Madsen. "It all started with the Vanilla, a potted rose that is resistant to ethylene. This potted rose has been a successful plant for over 15 years now." All finished potted roses of Rosa Danica are sold to export companies in Denmark. From there on, they are supplied to countries all over the world.

Future plans
In the future, Rosa Danica will focus their production on the customers. "We expect an increase in our scented roses sales, but we will not increase the production, only if we are sure the volumes will be sold." Actually, Rosa Danica will reduce their production a little. "As the energy taxes are very high in Denmark, we need to close some of our high energy consuming departments. When the taxes decrease, these facilities can be opened again."

For more information
Rosa Danica
Torben Moth Madsen
Email: [email protected]