Ecuadorian rose farm Florecal introduces new concept

"Getting the most exclusive varieties to the final consumer"

Garden type cut roses are popular items for weddings and other special occasions. However as no events taking place at the moment, market is slow and initiatives are being undertaken to get these special type of products to the consumer. One of such an initiative is the 'Duet Collection' concept of Ecuadorian rose grower Florecal. In this concept they mix some of their most exclusive varieties with regular ones in the same bunch. "The idea is to give the final consumer the chance to see in their vase varieties he would normally never see", says owner Xavier Beltran of Florecal.

The Duet Collection. Click here for the enlargement (PDF)

According to Beltran, this exclusive packing is opening doors for designer made mixes and the reactions so far are positive. And he has good hopes for the future. "The start is still slow, but I think with more time, it can become a popular item."

In general, Beltran sees a slow market for roses. "It is hard to say if this is due to the summer, coronavirus or many flower shops going out of business. At the moment, we don’t have enough information to understand the market 100%".

For more information:
Xavier Beltran

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