Interflora used the Chelsea Flower Show to unveil its Scented Rose Collection of bouquets. Four products will be available direct from its web site that are made up entirely of Fairtrade roses sourced directly from the Tambuzi Farm in Kenya.
The new line will not be sold via relay for several reasons, explained Erica Nicholson, brand manager for Interflora.
First, all roses have a limited vase life, so it is impractical for members to stock what is expected to be a relatively low volume product.
Secondly, the bouquets are Fairtrade, which means that all flowers and foliage must meet the strict guidelines of the programme. Thirdly, the range is brand new to market, and Interflora wants to test demand before considering a more substantial distribution.
Four different bouquets are available from today named Sweet Sunshine, Soft Pastel, Golden Glow and Antique Pink. The roses for the range are brand new; discovered on a recent buying trip to Kenya by Karen Barnes, head of floral gifting for Interflora. Prices range from £34.99 to £39.99.
A second range of roses bouquets featured at Chelsea Flower Show is exclusively from David Austin Roses. The limited edition range, available exclusively online and handled via central fulfilment, features the Wolverhampton company’s latest breeds known as Vintage Pinks.
