De Ruiter Innovation & EQR launch Born Free

De Ruiter is proud to introduce and promote the standard red rose variety Born Free.

Born Free is a nod to the incredible story of Joy and George Adamson, two known wildlife conservationists who lived and worked for decades in Kenya, associated with Elsa the Lioness. Joy wrote Born Free to tell the lion’s tale, which was later made into an Academy Award-winning movie.

A banner presented last week at the International Floriculture Trade Show in the Netherlands

The image accompanying the presentation was created by Banksy, a graffiti street artist who made the mural of a masked man throwing a bunch of flowers, inspired by images of 1960s protests in France. It portrays peace and hope. In times of worldwide military conflicts, a clear message. De Ruiter has used this image to communicate that flowers send a positive message of peace and hope, even more so with a red rose variety called Born Free. There is no specific political motive for sending out this message. It is opportune and symbolic in times of trouble and turmoil.

The variety is productive (1.6-1.8 fl/pl/month), has a bright red color and no blackening, with an average head size of 6 cm and an average stem length of 60-70 cm. The rose is produced by Ecuadorian Quality Roses (EQR), and the actual, though rapidly expanding, production area covers approximately 10 hectares. It opens well with a vase life of at least 12 days—excellent transport behavior, including sea freight.

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De Ruiter

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