RP Midas Touch
With pointed petals and a rich mustard-yellow hue, Midas Touch is a garden-style rose exclusive to the Rosaprima collection. Its distinctive golden tone and sculptural form give it a bold visual identity—immediately drawing the eye in any arrangement. Ideal for modern weddings and artistic installations this rose adds a sense of sophistication, invoking the mythological power for which it’s named.
Available year-round, RP Midas Touch offers excellent vase life and a consistent form, making it a reliable yet striking choice for luxury floral design.
Rosaprima’s Future
People at the Heart of Rosaprima’s Growth
Wrap Up: 2025 Our Team
Statistics
Rosaprima in Numbers
Editorial Team
Michelle Jibaja
Natasha Viedt
Rob Hendricks
Pamela García
María Paula Gómez
Contributors
Andrés Herrera
Rafael Alulema
Juan Martín Gómez
Paola Vacas Address 175 SW 7th Street, Suite 2301
FL
Rosaprima
RP Moab
A light brown pigment with tan undertones, that captures the warmth and depth of Utah’s desert sand. This vintage rose adds a surprising yet subdued touch to any occasion.
A Letter From Ross Johnson
It is central to our culture that everyone with whom we interact has a positive and enriching experience. From our employees and neighboring communities to our suppliers and customers from around the world, we strive to be a positive actor and to build longlasting relationships that create value.
Our purpose is to provide people from all walks of life with the opportunity to celebrate life’s extraordinary moments with our beautiful flowers, grown with care and passion. Therefore, our flowers must first and foremost be grown in a sensible and responsible manner, and our business practices must align with our philosophy and culture. To this end, we remain committed to fair and sustainable business practices that are kind to the environment, beneficial to our employees, and good for society at large, particularly our neighboring communities.
I am pleased to share that we have made significant progress toward achieving our 2030 sustainability goals, and we remain committed to furthering our leadership in growing and distributing clean, responsibly-grown flowers. Last year, we implemented the UN Sustainable Development Goals as a guideline to measure our progress. These are a collection of seventeen interlinked objectives designed to serve as a shared guideline to help organizations and individuals work together towards a more sustainable future. You can read more about this in our 2022-2023 Sustainability Report on our website at www.rosaprima.com.
I would like to thank our employees, partners, and customers for inspiring us and supporting our commitment to a more sustainable world.
Sincerely,
Ross Johnson Founder & CEO, Rosaprima Iconic Roses for Life’s Extraordinary Moments
A Year of Growth, Vision, and Global Presence
2025 has been a year of growth, innovation, and global resonance for Rosaprima—a time when our story of artistry and modern luxury reached new horizons. With a presence at more than ten international fairs, the introduction of over twenty new varieties, and strategic collaborations that elevated our narrative of excellence, Rosaprima has further strengthened its position as the world’s most prestigious rose producer. Every initiative— from visionary strategy to immersive brand experiences—has contributed to a single purpose: transforming floral excellence into an emotional, aspirational, and lasting experience that inspires our global community.
Excellence That Blossom Beyond Borders
This year, Rosaprima took center stage at the world’s most influential floriculture events. We proudly participated in Proflora 2025 and the 140th SAF Annual Convention, where our roses and specialty flowers captivated audiences and industry leaders alike. Rosaprima earned prestigious distinctions—including Best in Show for Natura Moderna Dolce, Best Other Cut Flower, Best in Class, Best Cut Bulb Flower and third Place in the Special Rose category for RP Serendipity. These honors celebrate not only the excellence of our flowers but also the strength of a strategy that unites product, design, and storytelling under a single vision of contemporary luxury.
Over the course of the year, more than twenty new varieties enriched our collection, expanding creative possibilities for florists and designers around the world. Among them, the exclusive introductions of RP Serendipity, RP Midas Touch, RP Peridot, and RP Filomena, along with the celebrated Miyabi and Miyabi Brown from Wabara, introduced new dimensions of artistry and emotion to our portfolio. Each rose— defined by its own color story and form—embodies our dedication to innovation without compromise. We also proudly welcomed Millicent, a David Austin garden rose distinguished by lush, ruffled petals and an irresistible fragrance—an exquisite symbol of Rosaprima’s role as a trusted partner for the world’s most coveted luxury varieties.
In the realm of communication, 2025 marked the debut of campaigns that went beyond aesthetics—creating meaningful, human experiences. For Valentine’s Day, we invited individuals to see Rosaprima roses as symbols of self-appreciation and empowerment, encouraging them to celebrate themselves through flowers. For Mother’s Day, we honored the emotional connection between generations, capturing the tenderness and legacy that flowers express. Meanwhile, our New Variety Launch Campaign brought together over 60 wholesalers across the United States, creating a vibrant platform for florists to discover our latest introductions firsthand— an initiative that achieved remarkable reach and nationwide brand visibility.
Our specialty flower brand, Floraprima, also flourished in 2025. With the introduction of the Natura Moderna Collection—featuring spray ranunculus in refined tones and sculptural forms—and the Poppy Collection, celebrated for its delicate petals and modern character, Floraprima has reinforced its identity as a design-driven, contemporary brand. These collections expanded our premium offering and positioned Floraprima as a reference of artistic luxury, contributing to the growing international recognition of Rosaprima’s family of brands.
Impact That Inspires
Every initiative in 2025 has reinforced Rosaprima’s presence as a global symbol of beauty and excellence. Through refined storytelling, elevated imagery, and curated experiences, we have deepened our connection with the international floral community—expanding our network of florists, wholesalers, and partners across more than twenty new cities and markets.
Our comitment to meaningful relationships remains at the heart of everything we do. Guided visits to our farms have allowed clients from the United States, Europe, Asia, and South America to witness firsthand the cultivation, technology, and sustainability behind each stem. The visit from our Miami team was particularly meaningful—bridging customer service expertise with an authentic understanding of the growing process, and reinforcing our culture of collaboration and shared excellence across borders.
Every encounter, campaign, and initiative this year stands as a testament to our mission: to cultivate not only the finest roses but also enduring relationships built on trust, creativity, and shared passion.
Our House of Brands
The Rosaprima House of Brands celebrates the art of living beautifully through flowers. At its pinnacle stands Rosaprima, our flagship and global icon of luxury—setting the standard for roses worldwide. Tavola, inspired by the Italian word for “table,” brings that same elegance into daily life, turning every space into a moment of beauty. Floraprima delights with rare specialty blooms such as ranunculus and anemones; Greenrose leads through sustainable innovation and high-altitude cultivation; and Florissima completes the portfolio with a vibrant palette of inspiring varieties. Together, these brands embody a unified vision of excellence, where quality, creativity, and trust define the art of living beautifully.
The Next Chapter Begins
As we look ahead, our purpose remains clear: to lead with creativity, purpose, and innovation. In 2026, we will continue refining our visual storytelling to reveal the origin, artistry, and spirit behind every variety— offering our audience a more intimate view into the world of Rosaprima. The coming year will bring new opportunities to inspire through design, beauty, and connection. As we expand our reach and welcome new collaborations, our mission remains unchanged: to redefine the standard of luxury in floriculture through authenticity, artistry, and excellence.
TAVO LA
Mistral Bianco
Whimsical pure white petals gracefully twirl around a vibrant green center, creating an eye-catching contrast.
Innovation and Sustainability: Leading the Path Toward a Responsible Floriculture
Sustainability has become a cornerstone in the evolution of modern agriculture. The growing need to protect the environment, reduce our ecological footprint, and enhance the well-being of local communities is inspiring leading companies to embrace more responsible, forward-looking practices.
Read our Sustainability Report
Within this global movement, Rosaprima stands as a model of balance—integrating environmental innovation into every stage of production without compromising quality or profitability. Through initiatives such as Integrated Biocontrol, the adoption of clean technologies, and process automation, Rosaprima continues to reaffirm its commitment to a sustainable and conscientious future.
Pesticides
One of the year’s most impactful initiatives has been the expansion of biological pest control—an approach that relies on living organisms to naturally regulate pest populations. Using bio-inputs such as seaweed extracts, Bacillus, and Trichoderma, this program strengthens plant vitality, protects against pathogens, and enhances productivity. As a result, Rosaprima has achieved a 15% reduction in chemical pesticide use compared to the previous year—improving product quality, enriching local biodiversity, and promoting the health and safety of our collaborators.
The adoption of clean technologies and automation systems has also optimized the use of vital resources such as water and energy. Through precision agriculture and real-time monitoring sensors, every rose is cultivated under ideal conditions. These advances not only elevate the quality of our flowers but also reinforce Rosaprima’s position as a conscious company—where beauty, innovation, and respect for nature coexist in harmony.
A further pillar of our progress lies in the continuous training of our people. Through workshops and educational programs dedicated to sustainable practices, we are cultivating a shared culture of environmental responsibility across every level of the organization. Each team member becomes an ambassador of modern floriculture, where excellence and sustainability grow side by side.
The initiatives adopted this year demonstrate that profitability and sustainability not only coexist—they strengthen one another. At Rosaprima, to cultivate beauty is to care for the planet.
Looking ahead, Rosaprima will continue to refine its biocontrol programs and expand intelligent technologies throughout all production processes. We will also pursue strategic partnerships and global certifications that strengthen our leadership in responsible agricultural practices.
With every innovation, Rosaprima reaffirms its role as a global benchmark in responsible floriculture—proving that the truest expression of luxury is the one that honors life in all its forms.
The Power of Automation at Rosaprima
In 2025, Rosaprima has taken a decisive leap into the digital future, introducing innovations that transform not only our internal operations but also the experience of every client around the world. Our purpose is clear: to establish Rosaprima as the most reliable and technologically advanced luxury floral company in the industry.
ATLAS and the Automation of Critical Processes
Our greatest achievement this year has been the automation of manual, repetitive tasks within ATLAS, particularly in product allocation and substitution management. What once required significant operational effort is now completed swiftly, accurately, and consistently. The result is a more agile, dependable process that frees our teams to focus on higher-value work, reduces errors, and ensures a seamless experience for every customer order.
A Master Data System as a Single Source of Truth
In parallel, we have developed a Master Data Management (MDM) system that organizes and governs all critical data variables in a consistent, repeatable way. This eliminates information dispersion across multiple systems and creates a unified source of truth—a foundation for reliability, transparency, and scalability. With this advancement, Rosaprima is evolving into a predictive, data-driven organization built on a culture of intelligent automation.
Artificial Intelligence for Allocation and Pricing
Building on this strong foundation, Rosaprima has begun applying artificial intelligence models that optimize inventory allocation and pricing strategies. These predictive tools enable us to anticipate demand and tailor offers so that all clients—wherever they are— receive consistent, personalized service that reflects Rosaprima’s signature excellence.
Expansion and a Unified Sales Vision
ATLAS has also expanded into European markets, reinforcing Rosaprima’s growing global presence. The next milestone is already underway: the creation of sales dashboards and interfaces within ATLAS that empower our commercial advisors to manage transactions and customer support through a single, integrated system. This evolution will eliminate third-party dependencies and guarantee a unified, efficient, and high-quality experience across every sales channel.
Looking Ahead to 2026
As we look toward 2026, we will continue expanding ATLAS capabilities—deepening the use of AI and extending automation into new business areas. Our goal is simple yet ambitious: that every Rosaprima rose embodies not only cultivation excellence but also technological innovation—redefining what it means to be a true leader in the luxury floral industry.
Expansion and Sustainable Growth: Operations Driving Rosaprima’s Future
In the vibrant world of floriculture, Rosaprima stands as a global benchmark of excellence and productivity. In 2025, our farms are projected to yield more than 150 million exportable stems of roses and summer flowers, cultivated across 223 hectares of Ecuador’s most fertile land. Each stem reflects our enduring commitment to quality and our vision of sustainable growth—where innovation, efficiency, and environmental stewardship thrive in harmony. Throughout the year, our Operations Team has been at the heart of Rosaprima’s strategic expansion— strengthening production capacity and enriching
our portfolio of luxury flowers. With the efficient management of over 346 varieties, we continue to consolidate our prestige as a brand capable of meeting the most discerning demands of the global floral market.
A cornerstone of this progress is the implementation of advanced monitoring systems, including water sensors that optimize irrigation and ensure the responsible use of water resources. These innovations safeguard the quality and consistency of every bloom while reinforcing our commitment to sustainable and responsible agriculture.
At the operational level, we have introduced a preventive maintenance system that ensures the continuous and
efficient performance of all equipment—minimizing downtime and maximizing productivity. At Rosaprima we promote a culture of continuous learning, empowering every collaborator to perform at the highest standards of excellence.
The impact of these initiatives is reflected in a more resilient and agile operation, fully equipped to meet the challenges of the global market. Through the expansion of our cultivated hectares and the adoption of forward-thinking methodologies, Rosaprima continues to strengthen its leadership in luxury floriculture— balancing growth with sustainability.
Looking ahead, Rosaprima envisions 2026 as a year of continued expansion, with 20 new hectares dedicated to increasing production capacity and introducing exceptional new varieties. Innovation will remain our compass as we advance toward greater automation and the integration of artificial intelligence, optimizing processes and redefining the future of precision floriculture.
Every advancement within Operations reflects Rosaprima’s winning spirit—the passion that guides every cultivated rose, the ingenuity of our people, and our unwavering promise to deliver experiences that inspire confidence and admiration. At Rosaprima, we cultivate more than roses; we cultivate the future—a future rooted in purpose, innovation, and enduring beauty.
Cloni Success Nuance
The newest addition to the Cloni Success collection, this ranunculus variety showcases varying shades from peach to pink. Its soft and graceful petals add a luxurious touch, whether featured alone or as part of a stunning ensemble, promising timeless beauty.
People at the Heart of Rosaprima’s Growth
Every great company is built by its people. At Rosaprima, we strive to set the benchmark for excellence in talent development, creating an environment where growth, purpose, and collaboration flourish together.
This year marked significant milestones in our evolution: over 480 new collaborators joined the Rosaprima family, integrating teams from our recently incorporated farms in Tabacundo and Cayambe. Today, nearly 3,000 people contribute their talent and dedication every day to shaping the Rosaprima story.
This growth inspires us to look ahead with a clear and strategic vision. In this spirit, we launched the Panorama Project—an initiative designed to establish
the foundations for scalable and sustainable operations, ensuring efficiency, alignment, and the achievement of our organizational goals.
In parallel, we introduced Primaser, a leadership development program created to strengthen the management and interpersonal skills of our supervisors and frontline leaders. Through six specialized training modules and ongoing mentorship, 95 Rosaprima leaders are being empowered to guide their teams with greater empathy, consistency, and impact. This program not only enhances performance—it reinforces the culture of excellence and care that defines who we are.
Developing internal talent remains one of our highest priorities. So far this year, 30 collaborators have been
promoted to positions of greater responsibility—a reflection of our enduring commitment to grow together with our people.
Our commitment to people is reflected in the results of our 2025 eNPS survey, which achieved an average score of 70 points—a testament to Rosaprima’s standing as an exceptional place to work. Guided by the valuable feedback of our teams, we continue to implement initiatives that foster well-being, motivation, and a deep sense of belonging.
Commitment to Our Communities
Rosaprima continues to strengthen its relationships with the communities that surround our operations, actively participating in social, cultural, and infrastructure initiatives that enrich collective well-being. Recent highlights include:
Decoration of the Señor del Calvario altar in Cayambe, in collaboration with the local council.
Delivery of food supplies to the Orlando Perón School in the Hato community.
Support for the refurbishment of the Pucalpa community center and contribution of snacks during their community cleanup day.
Collaboration in road improvement projects in La Alegría.
Donation of food to the Tupigachi parish during its annual festivities.
Support for the Inti Raymi celebrations in Cuniburo and San Esteban.
Collaboration in the irrigation project for the San Esteban community.
Provision of sports uniforms to the La Turujta community.
Financial support for the Guachalá and La Josefina communities.
Through these initiatives, we reaffirm that our commitment extends far beyond business outcomes. We work hand in hand with our neighboring communities, building relationships rooted in trust, collaboration, and shared progress.
At Rosaprima, we will continue to invest in talent development, leadership training, and work environments where motivation, safety, and wellbeing are paramount. In parallel, we will deepen our partnerships with surrounding communities, contributing to their sustainable growth and shared prosperity.
With this holistic vision, we advance confidently toward our purpose: to lead the luxury flower industry while creating meaningful experiences for our clients around the world.
The future inspires us—and at Rosaprima, we are already cultivating it.
RP Serendipity
RP Serendipity is a stunning rose with a delicate light pink color that exudes romance and grace. Its elegantly layered petals form a voluminous, rounded bloom with a tightly packed center, showcasing intricate beauty. Perfect for adding a touch of charm to any floral arrangement, Serendipity is a captivating choice for all occasions.
Wrap Up: 2025
Expoflor 2024
Farm Visit
Farm Visit
Expoflor 2024
IFTF 2025
IFTF 2025
WFFSA 2025
Petal It Forward 2025
Petal It Forward 2025
WFFSA 2025
Floralink
Wrap Up: 2025
Miami Team at Metro de Quito
Memorial Day Flowers
Miami Symphony Mother’s Day
WWFSA 2025
Team Quito at the farm
Farm Tour Breakfast 2024
Valentine’s Day Lunch
Valentine’s Day Lunch
Christmas Celebration
New Office Inaguration
Valentine’s Day Lunch
Felicity
Felicity is an exceptional peach rose, boasting a remarkable color gradient from a deep, intense hue at its center to a softer, lighter shade at the edges. Abundant petals evoke luxury and sophistication.
Rosaprima in Numbers
250+ Rose Varieties
80+ Specialty Flowers
50+ Countries
3000+
150+ Awards Received Employees
200+ Million Stems Sold/Year
650+ Distribution and Logistics Partners Worldwide
600+
Acres Under Greenhouse
25,000+ Florists Reached Weekly
150+ Acres of Protected Trees
100% Organic Waste Recycled
Est. 1995
RP Moab
Florists find RP Moab especially appealing due to its ease of use. It has a full aperture and an impressive vase life, making it ideal for events and gifting alike. With a large bud size and 60-80cm stem length, it is the perfect size for arrangements.
Mistral Fucsia
Its electrifying purple petals and bold black centers radiate energy and will add a subtle pop of color to any floral piece.
