PrimaVision 2023 - 2 by Rosaprimamkt

January 2024

Phoenix A rose variety that captures the tranquil beauty of a sunrise. With creamy edges and an apricot center, it presents the ethereal effect of a garden-like rose.

Contents 05

A Message from our CEO

Global Reach Flowering With Purpose: Our First Sustainability Report Tradeshows 2023

New Varieties Welcome The New Varieties: Rosaprima Timeless Beauty

Country Blues

Summer 2023 New Addition

Projects Innovation & Technology At Rosaprima A Vision For More: Floraprima

Our Team Dental Health Program: Healthy Smiles, Happy Employees The Rosaprima Godparent Project

Snapshots Wrap Up: 2023

Statistics Rosaprima in Numbers

Editorial Team Michelle Jibaja Natasha Viedt Marian Moncayo Pamela García Contributors Magaly Cadena Rafael Alulema Juan Martín Gómez Cindy Johnson Stay Connected

www.rosaprima.com

Address 175 SW 7th Street, Suite 2301 Miami, FL 33130 Join Our Team LinkedIn: Rosaprima Press marketing@rosaprima.com Become a Distributor

Miss Piggy A stunning flower with delicate pink petals that gracefully unfurl into a breathtaking shade of peach. This rose is a masterpiece of nature’s artistic prowess.

A Letter From Ross Johnson It is central to our culture that everyone with whom we interact has a positive and enriching experience. From our employees and neighboring communities to our suppliers and customers from around the world, we strive to be a positive actor and to build longlasting relationships that create value. Our purpose is to provide people from all walks of life with the opportunity to celebrate life’s extraordinary moments with our beautiful flowers, grown with care and passion. Therefore, our flowers must first and foremost be grown in a sensible and responsible manner, and our business practices must align with our philosophy and culture. To this end, we remain committed to fair and sustainable business practices that are kind to the environment, beneficial to our employees, and good for society at large, particularly our neighboring communities. I am pleased to share that we have made significant progress toward achieving our 2030 sustainability goals, and we remain committed to furthering our leadership in growing and distributing clean, responsibly-grown flowers. Last year, we implemented the UN Sustainable Development Goals as a guideline to measure our progress. These are a collection of seventeen interlinked objectives designed to serve as a shared guideline to help organizations and individuals work together towards a more sustainable future. You can read more about this in our 2022-2023 Sustainability Report on our website at www.rosaprima.com. I would like to thank our employees, partners, and customers for inspiring us and supporting our commitment to a more sustainable world.

Sincerely,

Ross Johnson Founder & CEO, Rosaprima Iconic Roses for Life’s Extraordinary Moments!

GLOBAL REACH

Flowering With Purpose: Our First Sustainability Report

ustainability and environmental consciousness have always been an integral part of our culture at Rosaprima. We believe that anything worth doing is worth doing well, and that also means doing it in a responsible way that considers the wellbeing of people and nature. At this moment in history, when sustainability is at the forefront of our global agenda, we feel it is crucial we share some of the work and efforts we make to contribute to furthering sustainability. In our first Sustainability Report we present our commitment to good agricultural practices, social responsibility and ethical standards.

of working. This is what sets us apart: our quest for continuous improvement. Conscious Farming: A Blossoming Reality Nurtured by the great Cayambe volcano, Rosaprima’s land has ideal conditions for growing the most beautiful flowers. Its fertile soil and abundant water generously provide for strong and lush rose, ranunculus and anemone plants. But there is so much more to this bountiful land. For decades, before Rosaprima was established, the land had been transformed to pastures for cattle-grazing, drastically decreasing its biodiversity. Since Rosaprima was established, extensive work has gone into creating areas with more diverse plant species as well as setting up protected areas by reforesting with native species. At the same time, we have ensured good farming practices in line with the highest sustainable agricultural standards such as those promoted

Rosaprima is well known for its reliability, quality, freshness and, of course, its spectacular beauty. However, what makes our flowers stand out is the dedication and passion of the people who make it all happen and their unwavering support for more sustainable ways

Milestones

by international nonprofit organizations such as Rainforest Alliance. Integrated pest management, water conservation techniques, composting and recycling are just a few of the strategies implemented to minimize our environmental footprint.

3+ million

Empowering Communities: Creating a Lasting Impact Beyond environmental concerns, the sustainability report also highlights the positive social impact Rosaprima is creating. By providing dignified work opportunities with living wages, employee training and health and education programs, Rosaprima is strengthening rural communities, empowering its workers and ensuring a better quality of life for all involved.

Rainforests cut down to cultivate our roses

Rosaprima’s Sustainability Report is a testament to the values of transparency and accountability that we have as a company and encourages stakeholders and consumers to trust us.

200+

gallons of water saved yearly

tons of plastic recycled every year

A Blooming Future The launch of our first Sustainability Report reaffirms our ongoing commitment to sustainability and social responsibility, as well as transparency and accountability to our stakeholders and consumers. The full report is available for downloading on our webpage and is intended to be a living, ever-changing document that shares our promise to continue cultivating a brighter, more sustainable “blooming” future.

$180,000+ invested in community development projects

100%

Read Our Sustainability Report

of our employees earn a salary above living wage

GLOBAL REACH

Tradeshows 2023

here innovation and artistry converge to see breathtaking flowers, tradeshows serve as vibrant hubs of inspiration, networking, and discovery. In 2023, Rosaprima attended the most prestigious floral exhibitions around the globe. With a dazzling array of Rosaprima roses and the introduction of our new brand, Floraprima, these trade shows became the stage for showcasing the quality and excellence of our products. Join us as we delve into Proflora, the Society of American Florists Annual Convention at Phoenix, and the International Floriculture Trade Fair (IFTF) enriching experience.

Experience Proflora On Instagram

Proflora - Bogotá, Colombia Proflora was an extraordinary chapter in Rosaprima’s journey this year. As one of the largest and most prestigious trade shows, Proflora held court in Bogotá, Colombia, setting the stage for a truly unforgettable experience. For Rosaprima, this event marked a significant milestone, as it was the first time we attended the fair. We were honored to be recognized as the Best Stand Winner. At Proflora 2023 we got the chance to connect with remarkable customers and continue nurturing our lasting relationships. In the bustling ambiance of the trade show, amidst colors and fragrances, Rosaprima RP Moab was the star of our stand, drawing crowds because of its unique color and fragrance.

GLOBAL REACH

SAF - Phoenix, USA At SAF Phoenix 2023, Rosaprima showcased its latest rose varieties and entered the well-known Outstanding Varieties Competition, a testimony to Rosaprima’s unwavering commitment to selecting perfect flowers for the market. Due to their exceptional quality, Cloni Success Hanoi and RP Moab earned the Blue Ribbon, while our newest rose addition, Phoenix, was awarded the Red Ribbon. Beyond the exhibitions, the SAF convention provided a unique opportunity for Rosaprima to foster invaluable connections. In the educational session on “Building Brand Loyalty”, Jena Gizerskiy, the North America Sales Manager for Rosaprima, shared the stage with esteemed industry personalities, including Pat Dahlson of Mayesh Wholesale Florist and Susie Bachman West of Bachman’s Floral. Together, they unveiled strategies for constructing an indomitable brand presence in the competitive floral landscape. The session emphasized that floral success hinges on offering superior products and weaving unforgettable experiences that deeply resonate with customers.

IFTF - Amsterdam, The Netherlands The International Floriculture Trade Fair (IFTF) in Amsterdam marked the grand finale of Rosaprima’s trade show journey in 2023. As the last one of the year, IFTF provided the perfect platform to engage with customers and enthusiastic flower lovers from all around the world. Rosaprima’s exhibit showcased our latest additions, including David Austin roses, the worldwide exclusive RP Moab, and the stunning Floraprima collection. The vibrant colors and fragrant flowers captivated all who wandered into the booth with its immersive floral experience. At the heart of Rosaprima’s success lies its exceptional team, whose unwavering dedication shone brightly throughout the three days in Amsterdam. As we bid adieu to 2023, Rosaprima eagerly anticipates the year ahead, where we look forward to reuniting with our valued customers and fellow flower enthusiasts, armed with even more surprises to delight and inspire. Here’s to an exciting and blossoming 2024!

Experience IFTF On Instagram

Cloni Success Hanoi With what seems like an endless array of paper-thin petals, this flower is the embodiment of grace and sophistication, boasting large, lush, light pink blooms that are simply perfect.

NEW VARIETIES

Welcome The New Varieties: Timeless Rosaprima Beauty

n the dazzling world of roses, innovation meets nature’s timeless beauty. Through the years Rosaprima’s name has been associated with innovation and excellence. Our passion for flowers has led to cutting-edge research and curation of the most beautiful varieties on the market. With each passing season, Rosaprima consistently raises the bar by introducing new varieties that captivate the senses and inspire floral enthusiasts around the world. We invite you to join us on the journey to meet the extraordinary rose varieties Rosaprima launched this year. From vibrant colors to unique shapes and fragrances, Rosaprima roses are a testament to the company’s commitment to the floral industry.

Spring Launches

As the transition to spring began, Rosaprima’s innovation took center stage with the launch of two pastel varieties, Cooldown and Miss Piggy. These rose varieties symbolize the renewal of nature but also the essence of motherhood, making them the perfect choice for celebrating Mother’s Day. Cooldown, with its delicate light lavender shade and wavy petals, evokes the gentle allure of spring breezes. Miss Piggy’s elegant shade of soft pink gracefully unfurls into a breathtaking shade of peach. These two varieties inspired Rosaprima’s “The Art of Creating with Rosaprima’’ campaign.

Cooldown

During this season, we learned to appreciate that neutral colors are an enduring necessity for all floral creations, serving as versatile canvases for various artistic expressions. In response to this demand, we proudly introduced “Neutrals by Rosaprima,” a collection in which Aly and Westminster Abbey took center stage. Aly, with its delicate blush pink hue, graced our collection with soft and understated charm. One of Aly’s most noteworthy features is its strong, captivating scent, adding an extra dimension to any arrangement. On the other hand, Westminster Abbey, with its garden-like appearance, proved to be one of the most sought-after choices for floral arrangements. Its petals, arranged asymmetrically in layers, exude a natural and inviting aura. The muted ivory tones of Westminster Abbey are elegant and timeless, making it an ideal addition to our Neutrals collection for those who seek to create floral masterpieces that stand the test of time.

Miss Piggy

Aly

Westminster Abbey

NEW VARIETIES

Summer Launches

As the sun reached its peak and summer arrived, it was time to embrace the joyous outdoors and savor delightful moments with loved ones. What better way to celebrate the season than with a picnic enhanced by the beauty of Rosaprima roses? Rosaprima’s newest varieties brought together the elegance of roses and the flavors of summer, leading to three fascinating table settings that made summer picnics an unforgettable experience. With the floral expertise of Stems Floral Design, Folk & Faerie Studio and Everyone Deserves Flowers, we curated a floral showcase that embodied the essence of summer. Country Blues

Country Blues, a captivating garden-like rose, effortlessly stole the spotlight with its heart-shaped aperture and unique lavender color. With its natural beauty, this rose was the perfect choice for a rustic summer setting. Sweet Memory, with its medium pink hue, stood out for its allure and remarkable vase life, outlasting many of its pink counterparts. This sweet rose lives up to its name, adding a touch of sophistication to any floral arrangement. Green Romance, a dainty rose, swaying in the summer breeze, with delicate verdant petals that mirrored the lush landscapes of the season. Its gentle charm cast a spell of freshness from the inside out, and brought a touch of the outdoors to summer picnic tables.

Sweet Memory

The best way to end the summer season was with the extraordinary addition of Veggie to the Rosaprima collection. This unique rose stands apart from the classics we’ve grown, making it a highlight of our collection. The Veggie rose is a result of meticulous breeding and innovation, fused with the classic charm of roses. Its crisp green petals unfurl gracefully, reminiscent of an elegant lotus flower, with an unforgettable center that sparks the imagination. You have to try it!

Discover each table setting here

Green Romance

Veggie

Fall Launches

The warmth of the colors that grace the fall season is truly unbeatable, and with the change in the air came a unique Rosaprima addition to their rose family, which shone brightly as the spotlight of the season. Phoenix is a rose variety that masterfully captures the tranquil beauty of a sunrise. With creamy edges that transition into an apricot center, it presents the ethereal effect of a garden-like rose. Phoenix’s versatility showed through as it adapted harmoniously to various color palettes and diverse arrangements, making it the perfect choice to infuse fall creations with the serene allure of cooler days. Throughout 2023, Rosaprima introduced stunning rose varieties, from the delicate pastels of spring to the vibrant hues of summer and the unique fall additions. As we welcome 2024, we’re excited to expand our rose collection to meet the market’s demands with the unmatched beauty and quality that Rosaprima roses represent.

Phoenix

RP Moab A worldwide exclusive Rosaprima rose that exudes sophistication. Its light sienna color captures the warmth and depth of Utah’s Moab desert sand. It brings a vintage feel to any display and has become an all-time favorite for florists and designers.

PROJECTS

Innovation And Technology At Rosaprima

he world of technology has evolved exponentially, giving rise to digital innovations such as artificial intelligence, the Internet of Things (IoT), and blockchain. These breakthroughs have revolutionized the tech sector and left an indelible mark on all industries. Whether you’re a startup or a long-established corporation, embracing these innovations has become paramount for success.

At Rosaprima, our commitment to cultural and corporate values has driven our ability to generate creative ideas, foster innovation, and continuously adapt to market needs. Our Information Technology department boasts a dedicated and multidisciplinary team, each member driven by an unbridled passion for technology. Together,

they channel their expertise and talent to create cutting-edge applications and services that position us at the forefront of our industry. Our commitment to excellence is reflected in the three pillars of Rosaprima’s IT structure: infrastructure, development, and business intelligence. Our journey is one of relentless digital transformation. Year after year, our focus remains on developing and implementing diverse initiatives and technological projects, each with a unique purpose – streamlining internal processes, solving intricate problems, or enhancing the overall customer experience. We understand our customer needs and focus our mission on crafting tailored solutions that add value and elevate user experiences. Our unwavering objective is to continue spearheading technological innovation projects. The upcoming initiatives will keep us ahead of the curve and enable us to offer our customers new and enhanced experiences. The future beckons, and at Rosaprima, we are determined to lead the way.

PROJECTS

A Vision For More: Floraprima

ince 1995, Rosaprima has focused on mastering rose growing to provide all markets with the world’s most luxurious roses. To meet our clients’ diverse needs for a wide range of options and colors, we introduced the new Floraprima brand as an extension of Rosaprima.

art of irrigation has stood as one of our most significant challenges and triumphs. Ranunculus and anemones have gained substantial popularity in the floral industry in recent years thanks to their elegance and versatility. However, to maintain a competitive edge in an increasingly crowded market, our team has ventured into a series of innovations to enhance quality and sustainability. This journey encompasses everything from varietal selection to the incorporation of cutting-edge technologies.

Floraprima took root in 2020 as a series of experiments to identify productive and high-quality flower crops. Two years of meticulous research into temperature, illumination levels, fertilization, and water have been pivotal in our journey to success. Now, situated on our 5-hectare farm in Cayambe, at an elevation of approximately 3000 meters above sea level, we harvest luxurious ranunculus and anemones. Cultivating these flowers demands patience and meticulous care, but the results are undeniably rewarding. Dealing with predominantly clayey soil on our farm, mastering the

Floraprima remains committed to expanding our production area and diversifying our luxury product offerings to cater to customer demand and ensure a consistent supply of the best quality flowers to the market. With a focus on innovation and sustainability, we aspire to continue enriching the lives of our customers with extraordinary floral experiences.

Growth At Altura Rose cultivation has enjoyed centuries of popularity owing to its beauty and symbolism. The surging demand for high-quality flowers has prompted the exploration of new production locations. Among these locations, high elevations have gained popularity in recent years. Here is where Rosaprima embarked on the production of new flower types and varieties. Our farm, named “Altura,” reflects its altitude exceeding 3,000 meters above sea level, extending over 20 hectares. Constructing greenhouses there posed a formidable challenge due to the uneven terrain. Our dedicated team conducted a thorough land survey to guide the planning and construction of resilient greenhouses aligned with our agricultural production objectives. While cultivating roses at high elevations presents formidable challenges, it also offers a range of benefits that render the investment and effort worthwhile. Our team’s success hinges on meticulous planning, the selection of suitable varieties, and efficient resource management. These achievements will enable people around the world to experience our promise of “ a world of beauty” with Floraprima products.

Explore our website

Cloni Success Renoir Known for its captivating, one-of-a-kind magenta shade, its magical petals are a true marvel- unlike anything you’ve ever seen before. Their velvety texture lends an air of opulence, making it the perfect choice for elevating any floral arrangement or adding the final touch to a floral display.

OUR TEAM

Dental Health Program: Healthy Smiles, Happy Employees

smile is a powerful tool of communication. It is a symbol of well-being that transmits positive emotions to those around us. With our smile we relate to people and create social ties. Without a doubt, a smile reflects optimum psychological health. However, behind every smile are teeth that either augment or detract from our appearance. Caring for our teeth is fundamental because it impacts our health and general well-being. This year, Rosaprima initiated a dental health campaign for all our collaborators to promote oral hygiene through timely preventive and corrective care. This initiative

began on September 21 and included educational talks and workshops at the farms. These played an important role in sensitizing everyone about the importance of oral hygiene, the prevention of gum disease and the need for regular visits to the dentist, which are key in preventing problems before they occur. During this phase, Rosaprima signed an agreement with Novulis, a company specializing in oral health services, to install mobile dental clinics on the farms equipped with the dental instruments necessary to provide preventative attention as well as other dental procedures such as endodontia, periodontics, prosthetic rehabilitation, esthetics, surgery and general odontology.

Regular checkups help identify dental problems in their early stages for immediate treatment. Having dental services available in the workplace reduces travel barriers and motivates our personnel to seek preventive dental attention. In addition to providing free dental checkups and significant discounts, the campaign gives workers the possibility of making deferred payments for specific treatments, which helps in managing personal budgets without affecting the family economy. To complement the program, we want to promote a culture of healthy habits. Rosaprima has distributed tooth brushing kits and communication reminders about the importance of brushing your teeth two times a day, using dental floss, and limiting sugar consumption. These small but important habits, without a doubt, will significantly impact the oral health of our collaborators. Until now, we have provided more than 300 odontological visits, and estimate we will reach 1000 by the end of December through our presence on all farms. The biggest motivation to continue this program is the positive comments we have received from the beneficiaries, who now have access to this service. We will definitely continue with this campaign next year.

OUR TEAM

The Rosaprima Godparent Project

“

Padrinazgo,” or Godfathering, holds a significant place in Ecuadorian culture. It signifies an organization’s commitment to providing protection and support for a specific cause, embodying a sense of responsibility towards helping others overcome challenges. Within the compassionate community of Rosaprima collaborators, we have volunteered to become godparents to a group of orphans at the “Fundación Emmanuel,” an aid foundation situated in Cayambe and Tabacundo, where our farms are located. Building upon Rosaprima’s longstanding tradition of developing programs for the children in our neighboring communities, the new godparenting initiative extends our commitment to making a positive impact. Launched in 2023, the Godfathering program currently encompasses twenty-four orphans, each paired with

a dedicated godparent from the Rosaprima team who have wholeheartedly embraced this noble cause. These godfathers and godmothers establish meaningful connections with their godchildren through periodic visits throughout the year, creating unforgettable moments that leave a lasting impression on both the orphans and our team. During these visits, we share special gifts and meals, fostering an environment of joy and togetherness. In these interactions, we learn to appreciate and share what we have with those who need it most. Annually, Rosaprima hosts a grand celebration banquet for local underprivileged children, and this year, our godchildren will be a part of this event. The children receive clothing and refreshments and engage in competitions, games, and artistic performances. This program strengthens our bond and solidarity with the many children who require a helping hand.

Looking ahead to 2024, we remain committed to expanding our godparenting program into more neighboring communities, continuing our mission to nurture and support the children of our country.

Cooldown An exquisite light lavender rose, with subtle wavy petals reminiscent of gentle spring breezes that add a touch of freshness and tranquility to any floral arrangement.

SNAPSHOTS

Wrap Up: 2023

Chicago Profit Blast

Flower Movement Awareness Miami Workshop

Flower Movement Awareness Quito Workshop

Breast Cancer Awareness Workshop

Team Building Miami

Poland Open House

Team Building

Team Building Cayambe

Halloween

SNAPSHOTS

Wrap Up: 2023

Team Building

Petal It Forward Miami

Petal It Forward Quito

Christmas Celebration

Soccer Tournament

Rosaprima & JetFresh Wedding Event

Soccer Tournament

STATISTICS

Rosaprima in Numbers 150+

Est. 1995

1,600+

100+

50+

375+

rose varieties

employees

awards received

countries

acres under greenhouse

100+

500+

100%

million stems sold/year

distribution and logistics partners worldwide

organic waste recycled

25,000+

150+

100,000+

florists reached weekly

acres of protected trees

trees planted

Mistral Blu The rich and vibrant hue of its saturated petals creates a powerful sense of tranquility and peace, while the bold and punchy black button center demands attention.