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Viviana Alexandra Guanulema Marin, Alma Spray Roses, on their spring campaign

"We aim to redefine the perception of spray roses in the floral industry”

In the agricultural city of Cayambe, Ecuador we find Alma Spray roses. Although the flower farm was already established in 1992, since recently it only focuses on the production of spray roses. The company grows over 70 varieties of spray roses, and they want to draw attention to these blooms. To this end they launched their spring campaign: 'Spray Emporium'. "This campaign celebrates spray roses as the true supporting actors of every event. Spray roses are often overlooked, we aim to redefine the perception of spray roses in the floral industry, and highlight their beauty, diversity, and versatility. Our campaign showcases spray roses as focal flowers rather than mere fillers," says Alma's Viviana Alexandra Guanulema Marin. In this article she elaborates on this campaign and her conviction that spray flowers can meet consumers' demand for sustainable flowers.

Adaptability and sustainability
The concepts of adaptability and sustainability are central to this campaign, which among others targets florists and event planners. Viviana says: "One of the main challenges we have been facing is educating consumers about the benefits of spray roses and dispelling misconceptions about their quality and adaptability. We want to showcase the adaptability of spray roses and make them the centerpiece they deserve to be in every floral arrangement. The campaign draws inspiration from the diverse range of spray rose varieties we offer. Our portfolio includes standard, exclusive, and garden varieties, as well as an extended range of color. Through targeted marketing efforts, educational initiatives, innovation and the development of other spray rose varieties we intend to further enhance the appeal of spray roses. For this reason, we worked on a new visual image with concrete as a background element which allowed us to highlight the beauty, color, diversity and versatility of each spray rose variety as focal, statement flowers."

The new visual image

A wider audience
According to Viviana the 'Spray Emporium' campaign has indeed contributed to an increased consumer awareness of spray roses. "We have seen the positive effects from our campaign, particularly during last Mother's Day Season. We received an overwhelming response from customers who appreciated floral arrangements featuring spring roses, resulting in increased sales and customer engagement during this important floral holiday. It helped us to showcase the qualities of spray roses to a wider audience. This success highlights the effectiveness of our innovative approach and the appeal of our diverse spray rose varieties. Among our varieties, the Alma Garden category and our new Gypsy Roses, particularly Gypsy Rose Kiwi and Gypsy Rose Cherry, have been the most popular choices among consumers."

Gypsy Rose Kiwi

Gypsy Rose Cherry

Looking ahead
Viviana also shares her expectations for the future of the spray rose market and the role of Alma Spray Roses, she says: "We anticipate further developments in sustainable practices within the floral industry, with a focus on reducing carbon emissions, minimizing waste, and promoting biodiversity. For this reason, we compost crop residues to produce our own organic fertilizer, and we optimize water usage through rainwater harvesting. Moreover, we use recycled plastic, wood, and metal. Additionally, we are working on integrating solar panels into our operations to reduce our reliance on the national electric grid.

We also anticipate a growing interest in unique and exclusive varieties, which will drive innovation and the development of new, distinctive spray rose options to meet this demand. At our in-house showroom we conduct research and develop unique varieties. In this way, we can offer a more extensive product range to our customer. We are excited about the future and work hard to not only meet but exceed customer expectations."

The Alma in-house showroom

Click here to see the Alma Spring Catalog

For more information:
Tel.: +(593) 98-691-6917
Tel.: +(593) 2-211-9069
Email: [email protected]