The rose: In the January Flower Agenda

Delicate flowers, slender stems and a romantic reputation: the rose is on the Flower Agenda this month. As the symbol of love, the rose is the most widely produced and most loved cut flower in the world. A flower of which new varieties also come onto the market every year. And the rose is not just capturing hearts, but also overcoming dark winter days with its colours and shapes.


The rose originally came from the temperate regions in the northern hemisphere, but that has now changed. For the past few years roses have also been extensively grown in Ecuador and in African countries such as Kenya and Ethiopia, sometimes even at altitudes of 2000 to 3000 metres.

With a choice of 600 varieties there is plenty to choose from in the range of roses, and new varieties are added every year. There are large-flowered, small-flowered and spray roses in all the colours of the rainbow. Red and white are traditionally the most important colours, but don’t be surprised by brown, peach, deep purple, bicoloured or even colour-treated roses. We are also seeing flower shapes with green hearts, strongly scented roses or roses that resemble peonies. 

Inspiration & information
Inspiring images of every flower on the Flower Agenda have been produced in line with the Horticulture Sector Trends 2020 (Groenbranche Trends 2020). These trends are a translation of the latest consumer trends aimed at the horticulture sector.

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