De Ruiter East Africa reds in focus this Valentine sales period
De Ruiter East Africa (DREA) Ltd range of red varieties has arguably never been better, across all market segments. Dutch Auction prices had improved considerably by the start of week 4, a good indication of the results expected for most growers producing DREA’s red assortment over the Valentine 2018 period. Both Ever Red® and Rhodos® are leading the way.
The main focus for the wholesale sector will be on “The new Big Five®” varieties, inclusive of Rhodos®, Ever Red®, Cupido® and Red Kamala®, are developing well. DREA confirms:
- Rhodos® volumes continue to attract large demand especially over this sales period.
- Ever Red®, a more recent release is gaining popularity. This super premium variety has seen a controlled release each year since 2015, maintaining a good price for all its growers. Ever Red® with a bud size of 6cm+, very good vase life and presentation is in high demand from the broader market; it won the Consumer award ROOOZ 2016 and Consumer award for roses at Keukenhof 2017 (Bellisima).
- Cupido® was launched recently with good results, but volumes remain low.
- Red Kamala® has received some more favourable interest for the 2018 Valentine
Furiosa®, Red Calypso® and Red One®, DREA’s other “tried and tested” red varieties, are also expected to farewell across both the retail and wholesale sectors.
Born Free®, DREA ‘s new retail hope , is yet to be launched but is showing very good promise given the level of interest shown. It will be introduced in late 2018 and should farewell in 2019.
Focus will also be given to “The new Big Five” at the Flora-decora show. Large volumes of Ever Red® and Rhodos® in collaboration with supply farms, are being promoted.
DREA wishes all growers low stress and good Valentine 2018 sales!
