Eighteen months since the first rose was presented at Royal FloraHolland, Aleia Roses is once again at the Trade Fair.
During the last 12 months, nearly 35 million stems have been sold, over 30 million through RFH and mainly through auction clocks. Direct channels of RFH are increasing its importance month by month and around 12% of the sales are marketed in Spain.
Vase life tests carried regularly through the University of Wageningen, FlowerWatch and Royal FloraHolland have also shown that the quality of the rose has considerably improved. In the last tests the average vase life of the roses harvested in Garray and classified as Al quality has varied between 16.1 and 18.3 days, after transport and storage in the conditions scheduled for this kind of tests.
Technology and expertise are also fields that have shown important improvements and continuous consultancy with Dutch experts is taken; in fact new features like spectral cameras to make accurate harvest forecasts and to cut at a "milimetrically precise" opening stage are being tested in the greenhouse.
They also have, included in the sorting process, an automatic procedure to remove the leaves and thorns at the desired height level so a customized product can be offered.
After the launch of Reia in April 2017 and Aleia in November 2017, Aleia are preparing the launch of their brand Aleia Maxima in the following months. They are also testing new varieties of roses of different colours, for a future extension of the facilities in Soria.
Finally, in terms of human resources, a specific agreement with the workers in Soria was signed at the beginning of October, where more than 300 people are currently working. The team is also to be reinforced in Aalsmeer with new people in the Sales Team on short notice.
As Luis Corella, Executive Chairman and Founder, explains: "We are improving and innovating every day and searching how to anticipate the needs of the market. We have taken giant steps and, keeping the excitement and passion of the first day, we are prepared for the next phase of our project".
Aleia Roses can be found in Hall 1 stand 7.8 at the RFTF.