Delicate flowers, slender stems and a romantic reputation: the Rose is on the Flower Agenda this month. As the symbol of love, the Rose is the most widely produced and most loved cut flower in the world. A flower whose varieties arrive to the market every year. And the Rose is not only capturing hearts, but also helps us overcome the dark winter days with its colours and shapes.


 OZ Export - Flower Export - Flower of the month - flower council holland - january - rosa - floral trend moodboard




The Rose originates from the temperate regions in the northern hemisphere, but that has now changed. For the past few years, Roses have also been extensively grown in Ecuador and in African countries – such as Kenya and Ethiopia, sometimes even at altitudes of 2000 to 3000 metres.


With a choice of 600 varieties, there is plenty to choose from in the range of Roses – new varieties are added every year. There are large-flowered, small-flowered and spray Roses in all the colours of the rainbow. Red and white are traditionally the most important colours, but don’t be surprised by brown, peach, deep purple, bicoloured or even colour-treated roses! We are also seeing flowers with green hearts, strongly scented Roses or Roses that resemble Peonies.



  • Check for the length and thickness of the stem, the bud height and width and make sure the number of petals are in proportion.
  • The leaves must be fresh and firm, the presence of thorns depends on the cultivar, from heavily thorned to virtually thornless.
  • If Roses have been harvested when they are too unripe, too little energy has been stored in the petals for the flower to open. However, this varies per cultivar. Make sure to buy at the right stage of ripeness in order to offer your consumer a Rose that will open fully.
  • When buying, it is important to check if the Rose is free of pests and diseases – such as powdery mildew or botrytis, a fungus that will rapidly diminish the rose’s quality.


OZ Export - Flower Export - Flower of the month - flower council holland - january - rosa


  • Use clean containers with clean tap water and add Rose cut flower food.
  • Make sure the leaves are not placed into the water to prevent the growth of bacteria. Leave the thorns in place: damage to the stem also encourages bacterial growth.
  • Cut approximately 3 to 5 centimetres off the bottom of the stem with a clean and sharp knife or secateurs. Then place the Roses in a vase or bucket immediately.
  • Regularly check the water level and top up where necessary. Keep the Roses away from sources of heat and sunlight.
  • Never get Rose flowers wet with a plant spray – this will encourage botrytis. Roses can be stored in the cold storage at 2-4°C if necessary. Make sure that the flowers do not become damp.
  • For wedding and memorial arrangements it is important that Roses are well-watered overnight.



In January, Roses will go beautifully with other winter flowers, such as Tulips or Ranunculus. These flowers come in so many varieties and colours that you can use them to create the most extravagant bouquets. The Rose also looks magnificent in a laid-back field bouquet with forced shrubs, bulbs flowers or exotic cut flowers.




PANTONE 18-3211 Grapeade
The distinctive Grapeade is a notable muted mauve tone.
PANTONE 17-1545 Cranberry
Cranberry is a vital red that adds a pungent punch to the palette.
PANTONE 16-0840 Antique Moss
An arresting yellow-based green Antique Moss displays sharp contrast to the autumn/winter color palette.
PANTONE 19-4055 Galaxy Blue
A thoughtful blue hue, Galaxy Blue is evocative of the greater galaxy.
PANTONE 17-1450 Summer Fig
Rich in flavor, Summer Fig infuses a touch of exoticism to the fall palette.



At OZ Export, we do not only deliver beautiful flowers, but we offer you great customer service as well. This includes marketing and sales support. Every month, we make a free digital promo kit for our loyal customers. If you would like to receive this promo kit, please ask your Account Manager. You may also contact our Marketing department directly by sending an e-mail to: marketing@ozexport.nl.




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