Roselily has been on the market for several years but the offer is still limited. “The propagation of lilies is fairly slow, we develop this process step by step.”, says cut lily grower Jaap Moerman from De Lier-based Moerman Lilium. Together with De Jong Flowers from De Kwakel, they produce several Roselily varieties to introduce to the trade. Moerman: “At this moment, we produce Isabella, Natalia, Talitha, Juanita and Carolina, approximately 700,000 stems in total annually. The shape, colour and look of Roselily appeals to many markets meaning that there is a huge opportunity here. The cut flowers stay in Europe, the bulbs are exported throughout the world.”
Great expectations
Over 25 Roselily varieties have been developed, which will be introduced to the trade one by one over the next few years. Moerman has no doubt that every single Roselily will be a hit when the time is right. “The shape is its best feature. Before Roselily came on the market, double lilies didn’t exist. Leaving out the pollen has also taken away the biggest obstacle for using lilies. These qualities have paved the way for a successful future. It’s a stunning flower for bouquets and floral designers just love working with them. Only a few stems is enough to make a statement piece.”
Roselily was recently nominated for De Glazen Tulip, the highest award in the industry for novelties. At the time of the interview, the results were still unknown. “Whatever the outcome, it is a great opportunity to let a broad audience know about Roselily. We will also be present at the Trade Fair with a show-stopping stand designed by floral designer Dorien van den Berg.” To further promote the product, the company is starting a campaign soon. “Throughout lily month November and in collaboration with Heemskerk, we will be supplying Roselily stems to 1500 florists across 31 countries. In addition to the promotional flowers, they will also receive extra information about the product. We hope to excite even more people about this phenomenal flower.”
Limits
Moerman currently doesn’t know the maximum capacity of the trade for Roselily. “It has been proven by many other flowers that double varieties often outgrow the demand for their single counterparts. In regards to lilies, this information can be very interesting for future reference.”
Source: Premium Varieties

Announcements
Job Offers
- Commercial Manager Spain
- Crop Farm Manager Sharjah
- Commercial Manager Soft Fruits
- Assistant Nursery Manager - Tasmania, Australia
- Tissue Culture Lab / Operations Manager - Victoria, Australia
- Irrigation Manager - Tasmania or Victoria
- Chief Executive Officer Hortifrut IG Berries
- Head of Operations - Dubai, United Arab Emirates
- Greenhouse grower / production manager - Brazil
- Experienced International Trade Specialist
"Tweeting Growers"
Top 5 -yesterday
- "Australian native flowers provide a true seasonality and florists love this variety, variability in supply”
- "Stunning genetics under the tropical sun in Singapore"
- Designed glasshouse unfolds like a flower in just four minutes
- Greenhouse plastic boom blights Vietnam’s vegetable and flower basket
- Plantipp and Concept Plants scoop prizes
Top 5 -last week
Top 5 -last month
Receive the daily newsletter in your email for free | Click here
Other news in this sector:
- 2022-06-30 “You have to see, feel, and experience the product”
- 2022-06-30 Pink hydrangea named after and christened by Dolly Buster
- 2022-06-28 India: Flower regulation in floriculture
- 2022-06-22 Flower regulation in floriculture: An agronomic concept and commercial use
- 2022-06-21 1045 infected roses from Kenya were burned in Russia
- 2022-06-17 "Coating slows down vegetative growth in Santini Chyrsanthemum'
- 2022-06-16 Hundreds of infected roses from Kenya were not allowed into St. Petersburg
- 2022-06-16 Summer is bulb-harvest time
- 2022-06-15 Polish retail chains represent an opportunity for Dutch companies
- 2022-06-14 Exploring the relationship between trichome and terpene chemistry in Chrysanthemum
- 2022-06-08 Protected cultivation of Lilium cut flower in the non-traditional regions
- 2022-05-30 Breeder unveils new Echinacea and Nepeta varieties
- 2022-05-25 Volunteers repurpose donated bouquets for a good cause
- 2022-05-17 Flower farm in Utah lets customers pick their own flowers
- 2022-05-16 Top three picks from Danziger open house in Israel
- 2022-05-11 Corpse flower stench crashes Madison couple’s wedding
- 2022-05-09 “The ornamentals industry in the Philippines is flourishing"
- 2022-05-06 Why we give Mom flowers on Mother's Day
- 2022-05-06 Arrested for picking flowers? Cape Town man busted for ‘serious offence’
- 2022-05-02 Heat stress and injury of high tunnel-grown bedding plants