Breeder Partnership & Variety Introduction – PharmaRosa®

We are looking for rose breeders as partners

We are looking worldwide for business partners – breeding companies, professional and hobby breeders – who want 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.

The transformation of the garden rose sector

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

Due to economic and labour market changes, in 2018 we transformed our production and distribution structure. We serve unique market segments that traditional nurseries using outdated technologies are not able to cover.

Disadvantages 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 produce and distribute 1,489 own-root rose varieties, including:

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

Scalable European licence model: less inspection burden, more control

In the traditional rose licence model, royalty payments are typically linked to plant numbers. In field-grown, budding-based propagation and within a large, distributed grower network, achieving fully comprehensive, consistently documented traceability is more complex, which increases the risk of discrepancies in royalty reporting. To manage this, the breeder or the licence holder’s representative needs to carry out regular on-site inspections: site visits, plant-count checks, documentation, data entry and post-processing. This is not only costly, but also capacity-constrained, as the time window for checking budding is typically 2–3 weeks, while grower sites are spread across Europe.

In contrast, PharmaRosa®’s own-root, cutting-based production and enterprise system make all quantities traceable at order and batch level. In this model the breeder can stay in direct contact with the grower: grower orders can even be taken directly by the breeder, while PharmaRosa® acts as contract propagator, producing the ordered own-root propagation material and delivering it to the designated recipient. This way, per-plant licence settlement can be linked transparently and verifiably to orders, and the need for on-site inspections can be significantly reduced. The set-up 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 reports.

• Traceable release: at batch level it is clear which quantity is delivered to which grower.
• Accurate licence 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 for 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 preservation and sustainable production

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

Production with own-root roses

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

Production tailored to market demand

• continuous stock availability supported by 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.