'Breeding is more than just creating new varieties'

Color, vase life, shape, production per m2 and size. These are some of the many characteristics breeders focus on when creating a new variety or enhancing an existing variety. But to become, and perhaps more importantly, remain a successful breeder, more is needed than supplying the market with the newest varieties. "One needs to create a demand throughout the chain", says Örjan Hulshof, Sales and Marketing Manager at rose breeding company Royal De Ruiter.

Marketing Manager Örjan Hulshof, Sales Manager Benelux Walter Kameraad, and Arjen Vlasman, Sales Manager East Europe.

Over the years, Royal De Ruiter has become a main player in Europe, Kenya and South America and is currently one of the four major breeders in Africa. Together, these breeders are accountable for 50 percent of the market share in Africa. "A current trend we notice is direct supply. Kenyan farmers used to supply almost their entire production volume to the auction in Aalsmeer, but over the last few years, we have seen a change from auction supply towards direct supply. And we try to adjust to this change, by not only promoting our products to the growers, but throughout the entire chain", says Hulshof.

Annually, Royal De Ruiter is present at about 25 events all over the world to present its roses, and not only to growers. "Two weeks ago, we were exhibiting at WF&FSA's annual Floral Distribution Conference in Miami (FL), US. At this event, we met American florists and wholesalers and showed them our products and where, at which grower, they can be bought". It is something we've been doing for years for our South American growers, but now it becomes more important for our Kenyan growers too", says Hulshof.

Breeding
And in order to keep offering the market a wide and deep range of rose varieties, breeding remains important. During a visit to the headquarters of Royal De Ruiter in Amstelveen, the Netherlands, Hulshof told us more about their breeding department in the Netherlands that is responsible for adding new and enhanced varieties to its assortment.

In this greenhouse, Royal De Ruiter trials the new varieties for the European growers.

In the lab and 4,000 m2 greenhouse, they test and select the new varieties. Annually, they start with about 80,000 unique plants. Then, they select the best varieties, OUT and assign them to a country or region- Ecuador, Colombia, Kenya, Ethiopia, China or the Netherlands - where De Ruiter has trialhouses. "This decision is being made within 6 months", says Hulshof.

Assistant breeder Gerco Meulenbroek

Red for every area
Royal De Ruiter was always known as a 'colored roses breeder'. As the Dutch growers mainly cultivate white and red roses, we soon became more present in countries outside the Netherlands, like Ecuador, Colombia, Brazil, Russia, China, Ethiopia and Kenya. "Over the years, the flower industry in these countries increased whereas in the Netherlands its production area decreased, the demand for Kenyan red roses grew spectacularly and the other production markets followed. De Ruiter actually has a different red rose variety for each segment; five for the African growers, two for the European and one to the South American growers", says Hulshof. "And next to the fact that we were able to broaden our assortment, it also strengthened our position as a breeder as we now can offer growers the most important color in roses."

Novelties with potential
Lately, two novelties stood out during the trials, and one of them is already available for commercial production. "In Kenya, we just introduced a series of T-Hybrid roses for the lower altitudes with a 5+ cm head size, 60 cm stem length and a production of 140 stems per m2." And the other novelty, discovered more recently, is a white rose with a high production volume. "At an altitude of 2750 meters in Ecuador, this white rose produces 170 stems per square meter with a head size of min. 6 cm." Hulshof has high expectations for both continents.

Piet Maas, show greenhouse manager

Opportunities in new segment
And next to breeding roses for rose growers, florists, wholesalers and retailers, new doors may open for Royal De Ruiter as its activities have potential to go beyond the floriculture business. "We always keep our eyes open to explore new opportunities."

A new yellow variety that is being trialed in their greenhouse in the Netherlands. According to breeder Meulenbroek, in roses, yellow and orange are the most difficult colors to breed.

IFTF and FloraHolland TradeFair
This week, Royal De Ruiter will present its varieties at the IFTF in Vijfhuizen and at the FloraHolland TradeFair in Aalsmeer.

For more information
Royal De Ruiter
Örjan Hulshof
Emalil: orjan.hulshof@deruiter.com
www.deruiter.com