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This Valentine’s Day, Remember: Loves Take Time, So Do Roses

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February 12, 2026

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Valentine’s Day is the most romantic day of the year and the most important commercial date for the global rose sector. In the U.S. alone, rose sales during this period reach into the billions, with red roses making up nearly 70% of all flower sales. Globally, over 250 million rose stems are produced for this holiday alone.
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But behind each bloom lies a story of human dedication and scientific innovation. It can take 8 to 10 years of careful breeding work to create a single new rose variety. Breeders enhance not only color and fragrance, but also vase life, disease resistance, and sustainability, improving consumer experience and reducing environmental impact.
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Today, this innovation is more critical than ever. The rose sector faces increasing pressure to become more sustainable: fewer chemical inputs, lower losses due to pests and diseases, and varieties that perform reliably in longer logistics chains, including sea freight transport.
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Developing roses that are more resilient, resource-efficient, and climate-robust requires continuous investment in research, testing, and advanced breeding technologies. Without innovation, the industry cannot meet its sustainability targets or remain competitive in a rapidly changing global market.
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That innovation, however, is increasingly threatened by illegal propagation and weak respect for Plant Breeders’ Rights.
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Leading rose breeders, organized under the IRBA (International Rose Breeders Association), a crop section of CIOPORA, report a growing number of cases where protected rose varieties are propagated and traded without proper authorization.
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β€œInnovation in horticulture depends directly on how well we protect the work of plant breeders. That’s why strong legal frameworks are essential; they safeguard breeders’ creations and ensure fair compensation for the many years invested in developing a single new variety,” explained CIOPORA Secretary General Dr. Edgar Krieger.
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The misuse of protected varieties harms not only breeders but the entire supply chain: growers, importers, traders, florists, and ultimately, consumers. It undermines trust, damages business relationships, and leads to unfair market competition.
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β€œEvery illegally propagated rose weakens a system built on trust, innovation, and long-term investment. Breeders, growers, traders, and retailers all rely on clear rules and fair competition. Without proper respect for Plant Breeders’ Rights and royalty systems, the entire value chain is at risk. Fair trade can never be truly fair or sustainable if flowers are not legally grown. This is a challenge the global industry must take more seriously,” says Jelle Posthumus, Chair of IRBA.
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This Valentine’s Day, IRBA is calling on all players across the rose supply chain to honor the work behind each stem. That means verifying the origin of planting material, complying with plant breeders’ rights (PBR), and ensuring the delivery of authentic, authorized varieties.
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Respecting breeders’ rights is not just a legal issue but a prerequisite for continued innovation that allows roses to thrive in a changing world, meet sustainability goals, and be produced and transported more efficiently and responsibly. In fact, research shows that growers using protected, improved varieties can see yields increase by 21% and incomes rise by up to 46%.
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In short, Valentine’s Day is about love, and love, like breeding, takes time. Let’s protect the roses that make this celebration possible.

Source: CIOPORA
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