News » 20.05.2026 - Regularization, fair market practices, and the rise of responsible rose growers
For many years, enforcement of intellectual property (IP) rights within the global floriculture industry has been inconsistent. Legal actions against non-compliant growers were not uncommon, yet a portion of the market continued to treat international IP law as optional rather than essential.
This dynamic shifted significantly in 2025.
Leading rose breeders such as Kordes Rosen and Interplant, represented by Plantec in Ecuador, expanded enforcement efforts beyond growers and toward the demand side of the market. By holding buyers accountable, the industry introduced a new level of transparency and responsibility across the supply chain.
As a result, non-regularized production quickly transformed from tolerated inefficiency into material liability for international buyers. Wholesalers and importers, particularly in Europe and the United States, began requiring verifiable proof of royalty compliance as a condition for doing business. This was a positive change. The shift reflects both a growing recognition of the importance of supporting breeding innovation, and an increased awareness of the legal and reputational risks associated with unauthorized product.
Immediate and measurable impact
Growers with established compliance frameworks have benefited from improved market access, stronger pricing, and enhanced brand positioning. At the same time, a wave of previously non-compliant producers have moved swiftly to regularize operations, many choosing to formalize relationships with Plantec in order to align with evolving market expectations.
Unfortunately, a small segment of the market continues to operate outside of traditional frameworks, often relying on opaque commercial channels. The recent enforcement actions underscore the dwindling viability of this approach. In the past weeks alone, multiple shipments have been detained at European entry points, including in the Netherlands and Belgium. Dutch authorities have already destroyed non-compliant products, while Belgian officials continue investigations into supply chain origin and destination. The exporters of these non-compliant roses as well as the importers are facing much more than just the cost of destruction. This includes future legal action from both the private and public sector in Ecuador and Europe.
This evolving regulatory environment is redefining competitiveness within the Latin American rose industry. Compliance is no longer seen as a cost, but as a strategic asset. Farms operating with full legal transparency are securing new clients, achieving better pricing, and building stronger more reputable brands. In today's reality, where parts of the year see an oversupply of flowers, these advantages often make the difference between profit vs losses. On the other hand, those that persist in disregarding IP law are becoming increasingly dependent on high-risk, low reward market channels.
Encouragingly, the industry is also witnessing a broader cultural shift.
In March 2026, alongside its traditional open house, Plantec welcomed more than 200 newly regularized independent growers. Their presence marked not only compliance with legal standards, but a commitment to long-term professionalism and sustainable growth. These growers represent a new generation of entrepreneurs, aligned with global best practices and positioned to contribute positively to the future of the industry.
This positive trend is expected to grow more defined as more and more of the non-compliant importers, and wholesalers move to accept the global market rules.
Source: www.floraldaily.com
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