Jose Luis Vargas, Verdissimo

"Demand for preserved flowers exploded over the last 3 years"

The world of preserved flowers is mostly known for just the heads, although one of the biggest producers, Verdissimo, has been supplying preserved long-stem roses for several years. At the IFTF in Vijfhuizen, Verdissimo showed their newest stem product, preserved garden roses with a short stem (27.5cm). Ready to create a maintenance-free, long-lasting bouquet. “This is the closest approach to nature as possible”, says sales director Jose Luis Vargas.

Jose Luis Vargas at the IFTF, presenting their newest product.

Romantic colors
About the chosen colors Vargas explains: “Of course we had to have a red one. For the other three, we based the colors on the trends we see in people’s interiors and events. We wanted to create a romantic, vintage, country vibe with these light colors. Although all colors are individually packed, we are preparing a packaging that combines the three roses, so you can give them as a gift.”

Increasing demand
Preserved roses become more and more popular, with the garden rose being one of the popular newcomers. “Over the last three years, the demand has exploded. To meet the demand, we multiplied our fields to grow all the roses.” Verdissimo produces cut roses since 1987. At the moment, the company has 700 employees who work at their factories in Bogota, Quito and Valencia and the offices in Tokyo and Miami. Their main markets for preserved roses are France, Spain, Italy, Germany, Czech Republic and Slovakia.

Vargas brought the garden roses to the trade fair from Colombia, where Verdissimo has the production from a to z. “On a total of 50 hectares we grow the roses. Then we harvest them in their best moment and preserve them in an all-natural, ecological way. Without the use of any plastics.” For their new product Verdissimo decided to keep the stem short. “That way the consumer still can see the beautiful garden roses from the top, where their unique shape and color is most appreciated.”

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