What Does a “Better” Rose Really Mean?

Plantec's role in the floral industry is simple to say, but not so simple to do: select the best rose varieties in the world and make sure that, year after year, the roses available keep improving. But what exactly does “better” mean when it comes to roses? The answer depends on who you ask.

Some people automatically equate better with bigger — giant blooms that command attention. Others swear it’s about longer vase life, because nobody wants to watch a bouquet fade faster than a weekend tan. Importers might argue that a rose is only as good as its ability to survive long-distance shipping without bruises. And florists? Many want a rose that opens quickly and beautifully once placed in water, revealing its full personality.

The truth is, better means different things to different people. Our job isn’t to invent a one-size-fits-all rose (spoiler: that rose doesn’t exist), but to discover the perfect rose for each section of the market.

• Event planners generally dream of larger blooms that open quickly, creating that jaw-dropping “wow” effect in a centerpiece.

• Retailers tend to favor smaller, sturdier roses that travel well and can be produced consistently.

• Designers look for roses that spark creativity and tell a story.

And everyone, no matter their role, hopes for roses that can translate feelings of love, hope, and togetherness into something tangible and unforgettable.

Of course, there’s one more voice in this conversation: the growers. They have to balance beauty with practicality. A rose might be the most dazzling thing you’ve ever seen, but if it refuses to produce well, or collapses at the first sign of disease, it will never reach commercial scale. A rose must be as reliable as it is enchanting.

That’s why, from the thousands of varieties we trial each year, we go into the selection with multiple markets in mind. Sometimes a rose stands out as bold and extravagant — like the Exotix Berry, perfect for eye-catching arrangements full of contrast and drama. Other times, the winners are more traditional and timeless — like Fortune, a classic red with exceptional vase life that delights conservative and traditional markets.

And that’s just comparing two new varieties. Once you explore every color, shape, and texture, you realize the rose market is an entire world of its own.

As Plantec continues to search for better and better varieties, our greatest hope is to hear from all corners of the industry. The more perspectives we gather, the more our selections reflect the needs, dreams, and emotions of everyone who works with roses — and everyone who receives them.

Because in the end, roses aren’t just flowers. They’re messengers of feeling, carried by petals. And our mission is to make sure those messages are delivered more beautifully than ever before.