Floral is one of the most operationally sensitive categories in fresh. It moves fast, responds quickly to disruption and leaves little room for error. In a category where timing, temperature, handling and consumer demand all intersect, even the smallest misstep can have immediate consequences.

That sensitivity is exactly what makes floral such an important model for the rest of the industry.

Supporting meaningful horticulture research and education has long been a priority for growers throughout New Hampshire and the Northeast. The newly established New Hampshire Horticulture Research Fund brings that shared commitment together in partnership with the American Floral Endowment, creating a long-term resource dedicated to advancing research, innovation and education that directly benefits the region's horticulture industry.

Roses are a sight to behold in their apricot, pink, yellow or ivory glory and a delight to breathe in, depending on the variety’s fragrance. Without fragrance, the world would be emptier than might first be thought.

Scents are processed in the same part of the brain as memories. Scents are emotional and can transport a person back to a moment in time. Scents can soothe and make the stresses of a day feel suddenly insignificant.

Danziger, a global leader in bedding plant breeding, cut flower breeding and foliage production, invites growers, retailers, wholesalers, buyers and industry partners to discover what's next at Flower Trials 2026, taking place June 9-12 in the Netherlands.

This year, Danziger's display will bring together new genetics, practical grower knowledge, retail inspiration, branded programs and point-of-sale ideas – all created to help turn strong varieties into stronger opportunities for the season ahead.

This year Viking Roses will be present at IFTEX 2026 with its stand A2.08. Along with Viking Roses, Rosa Loves Me Beyond Venus roses will be presented through Subati Flowers.

In 1995, John Williams started Harvest Limited in Athi River, Kenya, pioneering spray roses and introducing them to the European market.

From June 1, 2026, Mariska Zeeman will join Plants & Flowers Foundation Holland as managing director on a permanent basis. Zeeman has served as interim director since November 2025, following the departure of Yvonne Watzdorf.