"Finding varieties for our Latin American growers is our priority"

In an industry where differentiation is everything, the unveiling of new varieties is more than a showcase, it is a statement of direction. This past week, the largest rose variety house in Latin America opened its doors to growers, exporters, and industry professionals from across the world for an immersive open house focused on the next generation of roses designed specifically for high-altitude production.

Set against the backdrop of meticulously maintained trial fields, the event offered a rare opportunity: to evaluate genetics not through catalogs or screens, but in their true environment—under the same light, altitude, and climatic pressures that define production in countries like Ecuador and Colombia.

© Plantec Ecuador

A portfolio built for the region
"Our goal is to make sure that finding varieties for our Latin American growers is no longer an afterthought, but the foundation of who we are as a company," says Avi Krell, Public Relations Director at Plantec.

Visitors walked through rows of roses selected for their adaptability to high-altitude conditions. Strong stems, efficient opening, and transport resilience were recurring themes. Beyond technical performance, there was a noticeable shift toward market-driven aesthetics.

Varieties that stood out, such as Carezza, Rollercoaster, and Red Crown, received many compliments due to their rich almost saturated colors, the Exotix and Crown families brought new textures and design potential for arrangements, and Varieties such as Exotix Scent and Mademoiselle captured the hearts and noses of the attendees with their rich perfume. These comments from growers, importers, and wholesalers all spoke of a similar trend, the importance of having eye-catching, different types of roses for that special wow factor! Breeding efforts appear increasingly aligned with the demands of key export markets, especially the United States, where consistency, vase life, and visual impact remain essential.

© Plantec Ecuador

Another example of the importance of the breeders working together with the industry was the excitement caused by the Hashtag collection. These new spray roses herald a new sub-species of rose that adds a unique thrill to any high end arrangement. Growers that defined their brand by quality and uniqueness could not get enough of the new collection.

From genetics to market reaility
What set this open house apart was not just the roses on display, but the context in which they were presented.

© Plantec Ecuador

Each variety told a story not only of genetic achievement, but of positioning, market introduction, and consumer trends, all converging on the beauty of the perfect rose. Conversations throughout the day moved fluidly between agronomic performance and commercial viability:

• How does this variety perform under reduced light conditions?
• Can it maintain head size consistency across seasons?
• How does it behave after 10–14 days in transit?

These are the questions that matter in Latin America, where production excellence must translate seamlessly into export success.

A more integrated approach to breeding
Another notable trend was the breeder's increasing involvement beyond genetics. Technical teams were present to discuss post-harvest protocols, optimal cutting stages, and even recommendations for freight conditions.

"This reflects a broader industry shift: Plantec is no longer just a provider of varieties; we are becoming strategic partners in the entire value chain," said Avi.

© Plantec Ecuador

For growers, this evolution is critical. The margin for error is narrowing, and the cost of planting the wrong variety has never been higher. Access to deeper technical insight at the selection stage can significantly reduce risk and accelerate return on investment.

Collaboration as a competitive advantage
Perhaps the most valuable aspect of the open house was the exchange between participants. Growers met new buyers, exporters shared market feedback, and at the centerpoint, Plantec was there making introductions and providing support.

© Plantec Ecuador

In a region as dynamic and competitive as Latin America, collaboration remains one of the few sustainable advantages. Events like this serve as a reminder that while varieties may compete, the industry advances collectively.

© Plantec Ecuador

Looking ahead
As the event concluded, one thing became evident: "the future of Latin American floriculture will be shaped not only by the best growers, but also by the varieties they choose.

Plantec is responding with more targeted, market-aware analysis. Growers, in turn, are becoming more analytical and raising the bar in their choices.

The result is a more sophisticated, more aligned industry—one where innovation is not just introduced but truly incorporated in everyday life.

And in that sense, an open house is not just an event. It is where the next cycle of the market begins."