Breeder partnership and market-ready variety launch – PharmaRosa®

We are looking for rose breeder partners

We are looking worldwide for business partners – breeding companies, professional and hobby breeders – who need 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 dissemination and commercial launch of modern breeding achievements.

Transformation of the garden rose sector

PharmaRosa® Kft. is a Hungarian family‑run nursery founded more than 60 years ago. In the beginning, we focused on growing budded roses 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 We serve unique market segments that traditional nurseries using outdated technology are unable to cover.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, we now 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, fee payment is typically linked to quantities produced. With field‑grown, budding‑based propagation and an extensive grower network, full, uniformly 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: site visits, quantity checks, documentation, data entry and post‑processing. This is not only costly but also limited by capacity, as the inspection window for budding is typically 2–3 weeks, while production sites are scattered across Europe.

In 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 contract propagator, producing the ordered own‑root propagation material and delivering it to the designated recipient. In this way, plant‑by‑plant licence settlement can take place in a transparent and verifiable manner, linked to the order, and the need for on‑site inspections can be significantly reduced. The structure is flexible: PharmaRosa® can participate solely as a contract propagator, but if required, we also support the market introduction of the variety on our own multilingual platforms and with our reports.

• Traceable dispatch: at batch level it is clear which quantity goes 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 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 webshops, in 32 languages,
• preparation of 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 strengthen market competitiveness.

Production with own‑root roses

• varieties that are not compatible with budding 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 demand

• 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 the key players. We provide structure.