How cut roses unfolded their petals in Colombia

The cultivation of roses in gardens began many centuries ago, probably in China. But how did such a classic garden plant petal its way forward to become what is today the world’s major cut flower staple? Second-generation and rose pioneer Luis Martín de Germán-Ribon at Flores La Conchita in Bogotá, Colombia, who has been in the business for more than 50 years, has the answers.

The De Germán-Ribon family name has deep roots in floriculture in South America. First-generation Miguel de Germán-Ribon began a flower shop in Bogotá in the mid-1950s and was one of the first in Colombia to grow carnations and, later, roses for exports.

Luis Martin worked with his father while studying at the Andes University in 1970 and became general manager of the cut flower nursery in 1981. In 2020, the year Covid-19 first emerged, his daughter Tatiana took the reins, making Flores La Conchita one of Colombia’s very few flower exporting companies that can boast three generations investing their time and effort into the flower industry. Luis Martin continues to be on board for many relevant matters.

Luis Martin de Germán-Ribon and one of the dedicated staff members inside the cut rose greenhouse.

FIERCE COMPETITION

For decades, roses have been the cut flowers with the most significant international trade, with global exports reported at around 3.5 billion USD in 2023. Production of cut roses currently concentrates in four main countries – Colombia, Ecuador, Kenya and Ethiopia, who compete fiercely for customers across the globe but at the same time specialise in specific markets according to factors like geographical location, particular product characteristics, freight cost and availability, market seasonality and customer preferences.

UNFOLDING PETALS IN COLOMBIA

In Colombia, it all started with Luis Martín De Germán-Ribons’s father, who was a gardener at heart. With family roots in France, Don Miguel, as he is respectfully remembered, was an avid rose grower and connoisseur who developed strong business ties with renowned French rose breeders like Meilland and Delbard.

In 1965, he imported about 200,000 French rose bushes to satisfy local demand for garden roses in Colombia, but having already exported carnations successfully and being a true visionary, his interest in exporting cut roses soon sparked.

Back then, French breeders did not believe cut roses would grow well in tropical countries with no definitive seasons, even in high-altitude loca­tions like Bogotá. But Don Miguel persevered.

He got in touch with Mr Tatsuo Kakoy, a Japanese grafting expert sent by his Government to Ecuador on a technical assistance mission.

Don Miguel lured him to Colombia. Together, and to the amazement of the breeders, they proved that Dutch and French rose varieties could, in fact, grow better than in Europe. Thus, a whole industry emerged, with Flores La Conchita and French breeders introducing iconic varieties such as ‘Madame Delbard’ and ‘Visa’, which very soon became extremely popular.

NOT ALL WAS A BED OF ROSES

It would be too simple to say that the rest is history, with numerous growers and breeders from across the world joining and Colombia becoming one of the top rose exporters globally. However, the road ahead did not sparkle with roses alone.

First and foremost, adapting and developing cut rose production practices to a new and previously unexplored environment required extensive technical knowledge.

In this sense, many experts contributed, such as Dr Abraham Halevy from Israel, who strengthened and developed local expertise and know-how.

Supplies and services required for cut flower trade were often unavailable; a transportation chain for highly perishable fresh flowers (including airfreight) was in its infancy or did not exist.

Then, in the 1980s, dumping suits were imposed by the US Department of Trade against Colombian flowers exported to the USA, specifically targeted rose exports. What followed was a legal battle that went on for 15 long years at an enormous cost to the industry.

Further, Colombia did not have legal instruments to recognise Plant Breeders’ Rights (PBR) and guarantee free access to new varieties developed both locally and abroad; Flores La Conchita, together with other members of the Colombian Association of Flower Exporters (ASOCOLFLORES), were instrumental in achieving such legal protection.

MARKET DEVELOPMENT

Concerning market development, the USA has always been Colombia’s primary export destination for flowers, followed by the Netherlands, France, Germany and the UK.

Establishing initial commercial relationships with American importers, developing distribution channels, and learning about customer preferences and others all required skill and effort. Later, opening new markets brought new hurdles, “especially learning to navigate the Russian market,” said Luis Martin. Together with various countries in Europe, Russia, and other countries in Eastern Europe and even Asia, brought renovated opportunities for Colombian cut roses.

At present, Colombia exports roses to nearly 60 destinations around the globe.

TRENDS, PERKS AND CHALLENGES

What trends, strengths and challenges does he see in the current international rose trade? The USA is still the most substantial market for Colombian roses, specifically in the case of Flores La Conchita. About 60 per cent of their product goes there.

Yet, despite current events and surprisingly to some, the Russian/ Eastern Europe markets are still very relevant, absorbing about 20 per cent of their roses, reaching many destinations in the region, including Kyiv and distant cities such as Khabarovsk.

The transport of flowers is a key topic, with the buyers deciding whether flowers should be shipped by air or sea. Maritime transportation is often preferred as a reliable way of importing flowers in advance for special dates when sales can be predicted overall, and thus, risks associated with unforeseen flight cancellations can be avoided.

However, airfreight is definitely the primary option for most exports. Sea freight from Colombia faces hurdles, especially the complex and very expensive ground transportation stage necessary for flowers to reach the ports.

Certification is becoming increasingly important in the USA, a trend led by mass marketers, especially supermarkets, who are closer to the end consumer and, in turn, are increasingly demanding sustainable production and corporate social responsibility.

This trend is particularly relevant for huge companies formed over the past 10-15 years through an ongoing consolidation trend, predominantly focusing on the mass market.

It is a trend that efficiently addresses critical challenges like operational costs but only solves some problems. Independent, smaller companies, for example, are better prepared to exercise strict quality control, guarantee the uniform quality of their products, and cater to niche markets.

In closing our interview, Luis Martin mentions that flower breeding has been crucial in developing the industry and creating attractive varieties for growers, importers, and consumers.

In the case of red roses, with the introduction of ‘Visa’ in the 1970s, then ‘Madame Delbard’ in the 1980s and later ‘Freedom’, the industry bid farewell to ‘Cara Mia’ or ‘Classic’, the first varieties available to growers and buyers.

Written by Marta Pizano