COVID-19 is making an big impact on the floristic markets worldwide, also in Azerbaijan. "Now, almost all flower shops are closed, some of them are working on delivery based via Instagram and Facebook, but there are not much orders per day", says Nijat Mirzayev, head of the "AzRose Gabala" project, a 3 ha greenhouse that is based in Vandam village of Gabala region where they grow different rose varieties for the local and international markets. "I think this is the worst days in floral industry that local producers have faced, and when we get out of it, our aim is to successfully represent Azerbaijan in the world markets with a high-quality product."
The team of AzRose in the greenhouse
First of all, can you tell a little more about the "AzRose" Company. Who was the founder of AzRose? When and how was the Company established? What is the main field of activity of the Company?
In an interview published in an Azerbaijnan newspaper, 1news.az they tell more about their business - which is originally a manufacturer of rose and lavender essential oils - the greenhouse, the varieties they grow and their aim to bring their product to the world.
"You know, one of the most important areas of the non-oil sector is agriculture. It is no coincidence that even during the Soviet Period, Azerbaijan was at the forefront of agriculture among other countries of the Union for its productivity level. For this reason, the country focuses on revitalizing the pre-existing areas of agriculture, as well as manufacturing new products."
"AzRose" Limited Liability Company (LLC) was established in 2016, and since that time, the company has specialized in the manufacture of high quality rose and lavender essential oils.
"Thanks to the restoration and expansion of the pre-existing flower fields in Zagatala region, our company launched to manufacture local products under the brand name 'AzRose'. The cultivation area of the company is located in Ashaghi Tala village, Zagatala region. Rose and lavender fields have been created in an area of 190 hectares. Here we cultivate 'Rose Damascane' which is one of the best quality rose types for its high oil content. 145 hectares of the cultivation areas are used for planting roses, and 35 hectares for lavenders.
"We, as 'AzRose' Company, have made our contribution to the 'State Program on Socio-economic Development of Regions' approved by the President. For example, the 'AzRose' decorative rose greenhouse in Gabala city is a good case in point."
A video of the greenhouse
Flower cultivation has always been one of the traditional areas of activity in Azerbaijan. Could you give us some information about the current status of this area?
"In general, flower cultivation is not new for our country. Flower farms were established in the country since the 1970s. For example, the manufacture of cut flowers was popular in the villages of Baku. In Zagatala region, industrial flower farms were created.
"Furthermore, large quantities of flowers were exported to the former Soviet countries from our country. But unfortunately, since the 1990s, this area partially lagged due to some events that happened in the country.
"Luckily, from the beginning of the 21st century, rose greenhouses were rebuilt in the country, and interest in this area increased day by day.
"I would like to note that 8 varieties of roses are grown in the total area of 3 hectares, and 50 residents have been employed in our greenhouse which has an annual production capacity of 6 million roses. I want to stress that our products will satisfy 50-60% of the internal market demand."
What kind of flowers do you cultivate? Which ones are the most demanded in domestic markets and which ones in overseas markets?
"Currently, we have, in our greenhouse, 8 varieties of Dutch grown roses - 'Red Naomi', 'Avalanche', 'Sweet Avalanche', 'Wow', 'London Eye', 'Jumilia', 'Talea', and 'Aqua'. Just as in the world market, the domestic market has more demand for red roses. For this reason, "50% of our greenhouse is made up of red roses. Besides, the cultivation of other flowers has been adapted to market demand."
What kinds of flowers are grown for export? How well are the "AzRose" products welcomed abroad?
"I would like to inform you that before our greenhouse started to operate, the demand of the domestic market had been met by flowers imported from Ecuador, Kenya, and the Netherlands. Our goal was to meet the demand of the domestic market in the first place and to ensure the introduction of the Azerbaijani brand to overseas markets in the future."
What does "AzRose" Company do to promote the brand name "Made in Azerbaijan" in the world?
"At present, we are implementing measures to promote the 'AzRose' brand in overseas markets. For example, we have attended various forums and expos in countries with great experience in the mentioned field (Turkey, Russia, and the Netherlands) and have done some work to promote the local brand."
What successes has "AzRose" Company achieved during these years?
"You know, 'Azrose Gabala' Project has strengthened its position in the domestic market in a very short time and managed to grow a rose in Dutch quality. But, we haven't been satisfied with it and have set ourselves the goal of achieving higher successes."
What are AzRose's plans for the near future?
"Our main priority is to successfully represent Azerbaijan in the world markets with a high-quality product."
For more information:
Gabala Rose greenhouses
Head of the Project – Nijat Mirzoyev
Goychay tala, Vandam village, Gabala region
Postal index: 3628
(+994 50) 563-96-78
info@azrose.az
azrose.az