US: 2025 Rosaprima & Floraprima new variety launch event dates announced

Rosaprima and Floraprima, have unveiled the second edition of their New Variety Launch Event. Running from July 21st to August 3rd, this campaign invites florists, designers, and floral enthusiasts to discover the latest and most exclusive Rosaprima and Floraprima varieties, showcased at wholesaler locations across the United States.

© RosaprimaRosaprima Popcorn

This year's event marks an exciting milestone, as Rosaprima and Floraprima launch over 10 new varieties of roses and specialty flowers—each one selected for its quality, captivating color, and unique character. All the featured varieties are available year-round, providing florists and designers with fresh inspiration and endless creative possibilities in every season.

© RosaprimaRosaprima Redvolution

This annual celebration of floral innovation offers attendees an opportunity to experience these new rose and specialty flower varieties firsthand. Each participating wholesaler will feature curated displays, allowing visitors to appreciate the quality, vibrant colors, and distinctive forms that define the Rosaprima and Floraprima collections.

© FloraprimaCloni Success Nuance from Floraprima

They can discover the latest in floral innovation with over 10 new varieties debuting from Rosaprima and Floraprima, including exclusive launches not yet available elsewhere, and enjoy access to these year-round. They are invited to dive into a world of inspiration and education with innovative design ideas and floral recipes inspired by the unique shapes and colors of these new varieties. Additionally, they can engage with colleagues who are actively shaping the future of the industry. At each location, florists can access the latest Rosaprima and Floraprima marketing materials for further inspiration, and digital versions can be easily requested from the marketing team.

© FloraprimaFloraprima Elegance Ciocollato

"Experience the Rosaprima and Floraprima Difference. This event is your exclusive invitation to immerse yourself in the innovation and craftsmanship that define both Rosaprima and Floraprima. We can't wait to welcome florists and designers, alongside our trusted distribution partners, to experience it firsthand."