Breeder partnership and market-ready variety launch – PharmaRosa®

We are looking for rose breeder partners

Worldwide, we are seeking business partners – breeding companies, professional and hobby breeders – who are looking for a reliable, experienced partner for the maintenance, propagation and market introduction of their new rose varieties.

Our aim is to use our expertise and growing experience to support the successful dissemination and commercial introduction of modern breeding results.

Transformation of the garden rose sector

PharmaRosa® Kft. is a Hungarian family-owned nursery founded more than 60 years ago. In the beginning, we specialised in container-grown, budded roses.

Due to economic and labour market changes, in 2018 we transformed our growing and distribution structure. We serve unique market segments that traditional nurseries working with outdated technology are unable to cover.

Drawbacks of former field-grown, budding-based production

• labour-intensive,
• costly,
• cannot keep pace with the constantly expanding range of varieties,
• does not ensure continuous, year-round availability for sales.

Modern production structure

Thanks to our developments, today we propagate all our roses vegetatively, by cuttings, supported by an enterprise resource planning system.

Within the European Union we grow and distribute 1,489 own-root rose varieties, including:

• varieties produced under licence agreements,
• old, heritage-type rose varieties.

Scalable European licence model: less inspection burden, more control

In the traditional rose licence model, royalty payments are typically linked to plant numbers. With field-grown, budding-based propagation and an extensive producer network, achieving complete, consistently documented traceability is more complex, which increases the risk of discrepancies in royalty settlement. To manage this, the breeder or the licence holder’s representative needs regular on-site inspections: site visits, plant number checks, documentation, data entry and post-processing. This is not only costly but also constrained by capacity, as the inspection time window for budding is typically 2–3 weeks, while production sites across Europe are geographically scattered.

By contrast, PharmaRosa®’s own-root, cutting-based production and enterprise system make quantities traceable at order and batch level. In this model the breeder can remain in direct contact with the producer: the breeder may even take the producer’s order, while PharmaRosa® as contract propagator produces the ordered own-root propagation material and delivers it to the designated recipient. In this way, plant-by-plant royalty settlement can take place transparently and verifiably, linked to orders, and the need for on-site inspections can be significantly reduced. The framework is flexible: PharmaRosa® can participate solely as a contract propagator, but if required we also support the market launch of the variety on our own multilingual platforms and with our reports.

• Traceable release: at batch level it is clearly visible which quantity goes to which producer.
• Accurate royalty settlement: documented per plant and per order.
• Lower inspection costs: less travel, less seasonal time pressure.
• Scalable European operation: revenue realisation is not limited by inspection capacity.

Services we provide to our rose breeder partners

Variety launch and provision of market platforms

• traceable management of orders,
• compilation and display of marketing materials in our 160 online shops, in 32 languages,
• commercial reports based on real sales and view data.

Creation of a variety database

• variety characteristics,
• images, videos,
• product and variety identifiers.

Variety conservation and sustainable production

• preservation of genetic stock for long-term sustainability,
• maintenance of varieties in production and sales,
• ensuring traceability to enhance market competitiveness.

Production with own-root roses

• varieties incompatible with grafting onto rootstock can still be grown successfully,
• self-sustaining system that does not require rootstock plants,
• varieties are more productive and perform better on their own roots.

Production aligned with market needs

• continuous stock ensured through automated stock management,
• production of the appropriate product type, including:
  • rooted cuttings for variety multiplication,
  • finished products for professional sales.

PharmaRosa® Partner Programmes
We connect stakeholders. We provide structure.