Welcome Back to Bloom With Me!
This week, we’re diving into the seductive power of roses—from Cleopatra’s legendary rose-filled barge to the high-stakes Valentine’s Day rush that moves 250 million roses across the globe.
Why are red roses still king? How do roses stay fresh from farm to florist?
Get ready for fascinating history, floral industry secrets, and surprising trends that make Valentine’s Day bloom! Let’s dig in!
 Photo: Diana Pierce |
Legend has it that Cleopatra knew the power of spectacle. To impress Mark Antony, she filled her barge with rose petals, creating a fragrant, luxurious setting as she sailed to meet him in Turkey. Even in ancient times, roses symbolized romance, power, and grandeur.
Today, no one is floating down a river on a bed of roses, but the demand for these blooms—especially for Valentine’s Day—is higher than ever. According to the Society of American Florists, around 250 million roses are produced annually for the holiday.
I’m curious- Are you planning on giving your sweetie a dozen red roses in 2025?
Please let me know!
Across the entire country, the average cost of (long stem) roses came out to $90.50, a 2% increase from last year. Click HERE for the average cost per state this year.
In some states, you’ll be looking at $$$.
Keeping up with this demand takes careful planning, forecasting, and a global supply chain.
At Len Busch Roses, a Minneapolis-based floral wholesaler, John Stoy, Floral Product Manager, has spent over two decades managing the modern logistics of roses. While red roses remain the most popular, preferences have evolved. "Colors that weren’t traditionally considered for Valentine’s Day—hot pink, bold orange, even yellow—are now included at higher rates," says Stoy.
 Photo: Diana Pierce |
On the opposite end of the spectrum, simplicity and serenity take center stage.
“We’re seeing a spa vibe emerge—soft pastel blooms, transparent containers, and an
emphasis on water and light. It’s all about creating a natural, calming environment.”
Why Roses Come from South America
Founded in 1965, Len Busch Roses initially focused on domestic rose production, but by the 1970s, U.S. growers couldn’t compete with Columbia and Ecuador farms. Lower costs and an ideal climate led Len Busch to shift its focus to spray roses and other floral varieties.
The Valentine’s Day Rush: Managing Supply & Freshness
As demand spikes for Valentine’s Day, the industry faces pressure to store roses longer than ideal. "The volume increases so greatly that sometimes producers do things that aren’t in the best interest of the consumer," Stoy explains. To ensure freshness, Len Busch tracks inventory (age of bloom) closely. "If it’s good for five days of sales, we get a report on day five saying it has to be removed."
The Journey of a Rose: From Farm to Florist
Once harvested, roses have a small window for processing before being graded, packed, and shipped. "Roses mature best when left on the plant longer, producing brighter colors and larger blooms," Stoy says. However, because they must be packed tightly for transport, they are often harvested earlier than locally grown flowers.
After leaving South American farms, roses arrive in Miami within two days, then travel via refrigerated trucks to their final destination in Minneapolis. Temperature control is critical—"A rose ages three times faster at 56 degrees than at 38 degrees," explains Stoy.
Balancing Speed and Quality
Keeping roses fresh relies on strict cold chain management (32–38°F). Len Busch prefers farms that limit storage time, since prolonged holding reduces quality. "We want to see about five to six days from harvest to our hands," says Stoy. With proper cold storage and hydration, roses stay viable for about seven days.
Len Busch works only with trusted partners to prevent older stock from entering circulation. "We work with transportation companies and vendors to ensure we’re not getting product that’s too old," says Stoy. If a supplier can’t meet freshness standards, they end the partnership.
From Valentine’s Day to Mother’s Day
With millions of roses in motion, forecasting demand is crucial. "We look at all kinds of trends—year-to-year, industry-wide, and recent six-week trends," says Stoy.
And once the Valentine’s Day rush is over? John and his team can finally relax—at least until Mother’s Day.
And Finally: Freshly Picked!
The World’s Oldest Rose is Over 1,000 Years Old
Growing on the wall of Hildesheim Cathedral in Germany, this ancient rose bush has been blooming for over a millennium. Even after the cathedral was bombed in World War II, the resilient rose grew back from its surviving roots.
Wishing you a wonderful Valentine’s Day, full of blooms and inspiration. See you next time for more trends and tips!
Diana Pierce
Diana Pierce Photography
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