Prim'rose is a part of the Delassus Group, a family-owned business with over 75 years of expertise. Specializing in citrus (2,000 ha, 50,000 tons), cherry tomatoes (650 ha, 80 000t), grapes (160 ha, 2200 tons), avocados (500 tons), and flowers (50 ha, 60 million stems).
Located just 60 kilometers south of Casablanca, Prim'Rose has been active in Morocco's horticultural industry for over 40 years. Specializing in cut flowers, the company has successfully expanded its reach to international markets, thanks to its expertise and resilience, says Fatiha Charrat, Deputy Managing Director of Prim'rose:
"Today, Prim'rose boasts 50 hectares dedicated to spray carnations, exporting over 60 million stems annually to key markets such as the United Kingdom, the Netherlands, and Poland. In addition, 5 hectares are allocated to other flower varieties for the local market through Fleuritel a high-end flower shop franchise, ensuring a steady supply of fresh flowers within Morocco."
Beyond its core spray carnation production, Prim'rose has expanded through the years into the propagation of carnation and mini-carnation cuttings exclusively for its own production, Charrat explains. "This strategic approach enhances flexibility, allowing us to adjust colors, and varieties based on market demand, scale up when needed, and consistently ensure the highest quality cuttings and cut flowers. We are also investing in bulb growing, with 10 hectares dedicated to amaryllis, a highly sought-after flower known for its elegance and longevity."
"With 700 employees, Prim'rose supports the local economy, providing stable jobs and upholding the highest international standards in floral production. Committed to ethical practices, we ensure fair wages, performance-based bonuses, safe transport, and medical care for all workers. Our farms and packhouses meet SMETA, GlobalGap & GRASP certifications annually. Through the Sanady Foundation, we also support workers' families with free after-school tutoring."
In addition to its social impact and ethical business practices, Prim'rose is also committed to prioritizing sustainable flower growing with a reverse osmosis unit for efficient watering, says Charrat. "With 40% hydroponic operations, Prim'rose minimizes drainage and recycles water. We use biopesticides and natural predators for disease control, sort waste for recycling, and reduce plastic with cardboard packaging. Committed to net-zero, we invest in CO2 sequestration and solar energy, while advancing our corporate social responsibility strategy."
For more information:
Mounia Hassib
Prim'rose
Email: mounia@primrose-flowers.com
www.delassus.com