BREEDING

Roses Forever is a Danish rose breeding company founded in 1996, owned by the Eskelund family.

Breeding in focus

The focus of the breeding program, besides production suitability, is on the novelty value, color, scent, size of the flower, appearance and usability for different series and pot sizes. Equally important parameters in the selection process are longevity and resistance.

Know-how ensures high quality and higher value

Breeding of new varieties cannot stand alone. Quality, with special focus on durability all the way to the consumer, is important for Roses Forever. Higher quality means more joy and satisfaction, increasing demand, and thus high- er prices. The optimal quality is ensured through ongoing development of growing techniques along with the breeding. Development is founded in more than 35 years of experience growing mini roses. At Roses Forever we believe that consumers are very conscious about quality, and therefore have an interest in origin and methods of production.

Become an active partner

This presupposes that the quality is always the best, regardless of where in the world a Roses Forever rose is produced and sold. To ensure this high level of quality, we will turn every licensed producer into an active partner. Fast and easy access to knowledge and experience regarding production of Roses Forever varieties, ensuring that licensed producers will get their share of the added value which can be achieved by producing Roses Forever products in high quality.

True Vikings:

Enduring, vigorous, healthy and CHARMING Viking Roses® has a new generation of unique cut roses

  • Special colors
  • Novelty flower forms
  • Beautiful Bourbon-shaped flowers
  • Stunning flower opening
  • Excellent vase life
  • Delicate fragrance

Since 2004 Rosa Eskelund has been breeding cut roses in order to develop beautiful, perfumed and unique cut roses, and the range is marketed under the name Viking Roses®

After a series of selection rounds in Denmark, the Viking Roses® undergo outdoor testing for resistance and open air production in Denmark and The Netherlands. Those that still look promising after that are planted indoors in our trial area in Nakuru, Kenya for specific cut rose selection. After this trial material is sent to specific production areas and altitudes for further testing. Today, this strict quality and sustainability route has resulted in the commercial introduction of the spectacular Rosa Loves Me® (for sprays) and Rosa’s Amazing® (for standards) series. The marketing is selective and gradual, following market response.


MEET ROSA ESKELUND,
THE BREEDER OF VIKING ROSES AND ROSES FOREVER:

The book is a story about a gardener, her life and business. About her roses and the life behind the roses.

Rosa – the breeder.

The author has learned from Rosa and her husband Harley how much time and faith in oneself must be put into daily life before one is rewarded with a bouquet of beautiful roses. But when that happens, the roses also go around the world to all the growers, the shops and to the customers who are happy to bring the roses home.