Breeder partnership and market-ready variety launch services – PharmaRosa®

We are looking for rose breeder partners

We are looking worldwide for business partners – breeding companies, professional and hobby breeders – who want a reliable, experienced partner for maintaining, propagating and introducing their new rose varieties to the market.

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

Transformation in the garden rose sector

PharmaRosa® Kft. is a Hungarian family-owned nursery founded more than 60 years ago. In the beginning, we focused on the cultivation of budded roses grown in pots.

Due to economic and labour market changes, in 2018 we transformed our production and distribution structure. We now serve unique market segments that traditional nurseries using outdated technologies are unable to cover.

Drawbacks of former open-field, 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, we now propagate all our roses vegetatively by cuttings, supported by an enterprise resource planning system.

Within the European Union, we grow and sell 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. In open-field, budding-based propagation and with an extensive producer network, full, consistently documented traceability is more complex, which increases the risk of discrepancies in settlement. To manage this, the breeder or the licence holder’s representative needs regular on-site inspections: farm visits, plant counts, documentation, data entry and post-processing. This is not only costly, but also constrained by capacity, as the inspection window for budding is typically 2–3 weeks, while production sites are scattered across Europe.

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 grower: the grower’s order can even be taken by the breeder, while PharmaRosa® acts as a contract propagator, producing the ordered own-root propagation material and delivering it to the designated recipient. In this way, per-plant licence settlement can be carried out in a transparent, auditable way, linked to specific orders, and the need for on-site inspections can be significantly reduced. The structure is flexible: PharmaRosa® can participate purely as a contract propagator, but on request we also support the market introduction of the variety via our own multilingual platforms and reporting.

• Traceable releases: at batch level it is clear what quantity goes to which grower.
• Accurate royalty settlement: per plant, per order, fully documented.
• Lower inspection costs: fewer trips, less seasonal time pressure.
• Scalable European operation: revenue realisation is no longer limited by inspection capacity.

Services we provide for our rose breeder partners

Variety introduction and provision of sales platforms

• traceable management of orders,
• creation 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 strengthen market competitiveness.

Production with own-root roses

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

Production aligned with market demand

• continuous availability supported by automated stock management,
• production of the right product types, including:
  • rooted cuttings for further propagation of varieties,
  • finished products for professional sales.

PharmaRosa® Partnership Programmes
We connect stakeholders. We create structure.