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Rosa Eskelund, Roses Forever

“Currently, pastel pot-roses are more in demand than red ones”

Roses Forever, a Danish rose breeding company, sees an increase of demand of their light pastel varieties such as their Princess of Infinity, White Infinity and Queen of Infinity due to the increasing popularity of pastel flowers during the upcoming Mother's Day's season. Rosa Eskelund tells us more about the company's Infinity pot rose varieties and how these varieties respond to the latest Mother's Day trends on the European continent and Scandinavia.

Rose breeder Rosa Eskelund with a tray of Princess of Infinity roses.

Increasing demand
Eskelund states "Over the last three years, most Infinity growers, in the Netherlands, Denmark, and Norway, have seen that de demand for our Infinity pot roses has increased. The demand for the Infinity increased in all months of the year, and these pot-roses sell well. Naturally, numbers are greatest in the months of April, May, June, and during Mother's Day. The Netherlands, Denmark, and Norway are the main markets for growing the Infinity pot roses. For Mother's Day nearly all pot-roses are sold in advance, but there are always some pot-roses left for free sale."

Infinity pot-roses being grown in a greenhouse in the Netherlands.

Remarkably, she sees a growing demand for pastel pot roses in particular: "Pastel colors used to be the preferred flower colors for Mother's Day in Scandinavia. Now we see that this light style is gaining more and more in popularity in other markets such as those in Germany, France, Austria, and Switzerland. Interestingly, these markets previously preferred bright colors and many reds. Thus, we can see that preferences are changing. One factor that could explain this change is that Nordic nature, and the brightness and quietness of the Nordic decoration style are very popular in these countries at this moment," Eskelund explains.

The Princess of Infinity in a room that's decorated in the Nordic decoration style.

Princess of Infinity
According to Eskelund, the pastel Princess of Infinity variety is especially successful, saying: "The Princess of Infinity was introduced to promote sustainable flower growing and to meet the demand of consumers that prefer long-lasting flowers. This variety has a culture time of only 9-10 weeks. This short culture time is good for the growers as it is more environmentally friendly to grow several pieces on the same area while using the same amount of energy. At the moment, long-lasting flowers sell very well, it immediately became a great sales success. I think that is thanks to the beauty and large flowers of the Princess of Infinity. Further, consumers are enthusiastic about the range's long shelf life and the fact that the Infinity roses can be planted in the garden or in big pots after indoor use. Moreover, the quality is uniform and the variety is very reliable. And as mentioned, the demand for pastel colors in increased considerably. New Infinity varieties are always being optimized to enhance their durability and cultivation safety."

The Infinity roses are suitable for both indoor and outdoor use.

Continuous demand
Although the Mother's Day season drives the current demand for Roses Forever's Infinity pot roses, Eskelund expects that the demand for pot-roses will continue after this holiday: "First of all, we have the French and Swedish Mother's Day, which takes place two weeks after German and Danish Mother's Day. And in Norway, National Day (17 May) is a big day for roses. Also later in the year, pot roses are in demand: Summer and early autumn are also really good for the pot-roses, and for Christmas and New Year, the white Infinity pot roses are quite popular. I expect the trend to continue in the coming years, however red, yellow, and dark pink Infinity roses are also grown and sold in big number," she concludes.

The Eskelund family will display Infinity pot-roses and their other rose varieties during the IFTF in the Netherlands, November 5-7.

For more information:
Roses Forever
Rosa Eskelund
T: +45 51 57 19 90
[email protected]