Variety introduction & breeder partnership – PharmaRosa®

We are looking for rose breeder partners

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

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

Structural change in the garden rose sector

PharmaRosa® Kft. is a Hungarian family‑owned nursery founded more than 60 years ago. We initially 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 We serve unique market segments that traditional nurseries using outdated technologies are not able to cover.

Drawbacks of former field‑grown, budding‑based production

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

Modern production structure

Thanks to ongoing development, 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. With field‑grown, budding‑based propagation and an extensive grower network, achieving fully traceable and consistently documented tracking is more complex, which increases the risk of discrepancies in settlements. To manage this, the breeder or the licensor’s representative needs regular on‑site inspections: field visits, plant counts, documentation, data entry and post‑processing. This is not only costly, but also capacity‑constrained, because the inspection window for budding is typically 2–3 weeks, while grower sites are scattered across Europe.

In contrast, PharmaRosa®’s own‑root, cutting‑based production and enterprise system allow quantities to be tracked at order and batch level. In this model the breeder can stay in direct contact with the grower: the grower’s order can even be taken by the breeder, 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 licence settlement can be tied transparently and verifiably to the orders, and the need for on‑site inspections can be substantially reduced. The structure is flexible: PharmaRosa® can participate purely as a contract propagator, but if required we also support the market launch of the variety via our own multilingual platforms and reporting.

• Traceable distribution: at batch level it is clear which quantity goes to which grower.
• Accurate licence settlement: documented per plant and per order.
• Lower inspection costs: less travel, less seasonal time pressure.
• Scalable European operation: revenue realisation is no longer limited by inspection capacity.

Services for our rose breeder partners

Variety introduction and provision of market platforms

• traceable management of orders,
• compilation and presentation of marketing materials in our 160 webshops, 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 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 tend to be more productive and perform better on their own roots.

Production aligned with market demand

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

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