At their 42-hectare farm on Lake Ziway in Ethiopia, Holla Roses cultivates Fairtrade roses. Established in 2005, they have developed an extensive assortment, including T-Hybrid, Intermediate, Super Sweetheart, and spray roses. Last week, they introduced a new variety at the Dutch auction, namely Paulette. Just in time for International Women's Day (March 8) as Paulette is primarily destined for Russia and Eastern Europe, where this holiday is widely celebrated with flowers. However, the rose is also making its way into high-end florists across Western Europe. CEO Paul Holla is pleased with the demand: "We've had this variety for a while, but only started to supply it to the auction last week, and the interest has been strong."
Paulette
What Makes Paulette so special? "The color, of course!" Paul explains. Currently, Paulette is cultivated on 1,000 square meters—a modest start, but expansion plans are already in motion. "The exact scale of the expansion is yet to be determined, but expectations are positive." Since its debut at auction last week, Paulette has been in high demand. And the price? "It's still early to say much about that. For now, it's great, but we're also not bringing large volumes to market yet."
International Women's Day
Speaking of prices, Paul notes that the past few weeks have been excellent for his roses. The reason? International Women's Day. " Spray roses, in particular, were in high demand and selling rapidly. Single-stem roses also performed well. However, this week we're seeing a slight price dip, partly due to increased production in Ethiopia and Kenya."
Reflecting on the past year
Looking back at 2024, Paul sees both highs and lows. "Costs have risen significantly, but we're satisfied with the prices we achieved. It gives us confidence for the future, despite ongoing challenges."
Industry challenges
The biggest challenges remain rising costs and the persistent issue of False Codling Moth (FCM), he says. "These concerns have been on the radar for some time and will continue to be critical in the near future. Nevertheless, optimism prevails. With Paulette's expansion on the horizon, the future is looking bright."
For more information
Paul Holla
Holla Roses
Email: [email protected]
www.hollaroses.com