Even though Valentine's Day is not their most important holiday, January and February are the months in which they sell the most roses. "In these months, we export 30% more volume than an usual month," explains Federico Santa Cruz, Sales Manager at the Everbloom Roses. This Ecuadorian farm sells long stem roses mainly to Russia. Women's Day, an important day in this large country, is therefore their main holiday. So far, the demand for both holidays is more or less similar to last year, but uncertainty remains the challenge.
Eduardo Chandi, and Federico Santa Cruz and Sofia Chandi, husband and wife, of Everbloom Roses FlowersExpo 2019 in Moscow, Russia.
Long stem roses
Everbloom is known for their long stem roses that they grow on 6ha in the province of Carchi, Ecuador, at an altitude of 3,100 meters above sea level. "Our average length is 75 cm, while most Ecuadorian farms, I think, are around 55 cm."
Since January 25th till February 5th, the roses destined for Valentine's Day will leave their farm. However, this holiday isn't their most important day. "Only 20% of our assortment consists of reds and we do not ship much by sea. On top of that, we ship only a few boxes to USA and Estonia, where this holiday is celebrated widely, but the majority, 99.9%, goes to retailers in Russia, Ukraine, Kazakhstan, Moldova, and Armenia."
In these countries, Particularly Russia and Ukraine, Women's Day is one of the most important days for the flower industry. "Long stem roses are in high demand in these countries, particularly during this holiday, which is celebrated on March 8th." They will start shipping larger quantities for this holiday from February 15 onward.
Santa Cruz is quite pleased with the demand. "Eventhoug we've increased our area by 7 percent last year, demand did not increase with the same 7%. However, although demand is lower then expected, there is still demand and that's something to be grateful for in these times."
Uncertainty remains a challenge
The challenge is always and particularly now uncertainty. "Not only Covid-19 is creating uncertainty, also the supply of other farms - which often determines the price for our Women's Day roses - and weather are uncertain factors."