Sweet smelling first for organic rose

A rose by any other name would smell as sweet. The name may not matter but genes do – longevity, durability and higher yields have long been factored in above fragrance as desirable genetic attributes in the quest for the ideal commercial rose. Now florists in the U.S have unveiled what’s claimed to be the world’s first certified-organic fragrant rose.

The demands of industrial- scale production have had a negative effect on aroma according to OrganicBouquet.com, the company behind the release of “Vitality”, the first fragrant rose that grows viably within organic farming standards (a USDA-accredited system that builds rich, fertile soil and utilizes natural defense mechanisms to combat pests and plant diseases).

Vitality is a bright white rose that grows to nearly two feet long with an abundance of petals that open like a garden rose. The trade-off is a shorter vase life (three to five days) than some other commercially-grown roses.

The rose was developed after three years of careful selection and cultivation by Nevado Roses Ecuador in association with OrganicBouquet.com.

"In the 25 years that I've been in the floral business we've seen a gradual trade off -- roses last longer but they've lost their fragrance," said master florist Cherrie Silverman, staff floral designer for The Tournament of Roses Parade.

The Vitality Rose can be purchased via OrganicBouquet.com for US$49.95 per dozen plus shipping for overnight delivery within the U.S.