Paul Vasco, RoseAmor:

"Florists and consumers increasingly recognize the advantages of preserved flowers"

For several years, the popularity of preserved flowers has been growing. It is still a niche and in its early stages, but more growth is expected. This is explained by Paul Vasco, Commercial Director of RoseAmor, one of the pioneers in preserving flowers.

Juan Diego Ucros and Paul Vasco of RoseAmor are presenting their preserved flower gallery art at the IFTF 2023.

How did it start?
Vasco: "RoseAmor was founded in 2000 as part of Emihana, an Ecuadorian company leader in rose exports since 1997. As pioneers in the preserved flower industry, we saw an opportunity to innovate and diversify beyond fresh-cut flowers. At first, the technology was new, and we had to experiment to develop our own proprietary procedures and machinery. But we persevered, driven by the potential benefits - both as a new business line and for the planet, since preserved flowers require no water and last over a year with simple care."

Today, their plantation sits at 9,100 ft above sea level, close to the Cayambe volcano in Ecuador. "This unique location with plentiful sunlight hours allows us to grow rose heads and stems of exceptional size and beauty. From extra-small 1.1 inch blooms to extra-large 4.3 inch blooms."

They produce a vast array of rose varieties, dahlias, sunflowers, poinsettias, garden roses, and more. "Our proprietary production methods yield superior flower color retention, texture, and longevity, and our rigorous quality control ensures every stem and flower meets the highest standards for our preservation process before being shipped to wholesalers worldwide."

Increase in demand
Vasco explains that they have seen steadily growing interest in preserved flowers. Florists and consumers increasingly recognize their unique advantages. Their longevity, compared to fresh cuts, means significant savings on replacement costs. On top of that, it has hypoallergenic properties, and its eco-friendly production aligns with the rising demand for sustainable options. Florists, in particular, are embracing preserved flowers' versatility - their endless potential for creative, long-lasting floral designs. We expect this niche market to continue expanding as innovators reveal new and stunning ways to use preserved flowers."

All kinds of occasions
Preserved flowers are perfect for any special occasion, Vasco continues. Birthdays, anniversaries, graduations, Valentine's Day, and especially weddings. Their year-plus lifespan allows brides to enjoy their flowers long after the big day. They also make a stylish centerpiece in any venue or home."

During the IFTF, there was a lot of interest in the preserved flower art gallery of RoseAmore.

Aligning with the latest trends
RoseAmor is constantly innovating to create products aligned with the latest trends. "We collaborate closely with clients, sharing insights to craft unique floral designs that wow their customers. Our strategic growth plan focuses on consolidating our position in current markets while expanding into new territories and segments. We aim to continue leading the preserved flower industry through our customer-focused approach and commitment to excellence."

Biggest challenge
According to Vasco, there are several challenges they and the industry are dealing with. "With growing popularity comes increased competition, including some copying our products and methods. We view this positively; it confirms we're on the right track as the market expands. The global economic climate is also a challenge, as conflicts and instability put pressure on all businesses to be creative and resilient."

Future of preserved flowers
When looking at the future of preserved flowers, hopes are high. "Based on current growth trends and the preserved flower market's relatively early stage, we expect strong continued expansion as more florists and consumers discover the benefits. Innovations will also uncover new ways to use preserved flowers, further driving adoption. While economic conditions may cause temporary dips, the long-term outlook is very promising."

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