Six million will be the number of roses given away this Sant Jordi in Catalonia, according to estimates by wholesalers, presented this Tuesday at Mercabarna-flor. They are the same as last year. As it fell on a Sunday, the sector feared that buyers would leave for the weekend without buying the flowers. But the orders that are already receiving draw, again, a massive Diada with the covid pandemic completely forgotten.
“It will be a three-day Sant Jordi with books and roses”, has predicted the Barcelona City Councilor for Commerce and Markets, Montserrat BallarÃn. “We face it with great enthusiasm and desire”, added the also president of Mercabarna.
Inflation is current, but according to wholesalers, at least in roses, buyers will not notice it excessively. They have argued that Sant Jordi is a uniquely Catalan tradition, which makes it easier for all world production to be available. So there is a lot on offer. You should not compete with other places, as it does for example on Valentine’s Day.
“Prices will remain stable compared to last year,” said Miquel Batlle, president of the Mercabarna-flor wholesalers association. “Next year we will surely sell seven million, but six million roses being Sant Jordi on a Sunday is a success”, he has assessed. In just one day, 30% of the roses of the entire year are sold.
That the covid is already something of the past also facilitates its transport. However, wholesalers estimate that quality roses can be purchased from four euros. However, they clarify that the price will increase depending on the ornamentation, which is sometimes so elaborate that it looks like works of art. “The good rose is paid for”, Batlle has qualified
Colombia will reign and 62% of the roses sold will be produced there. The Netherlands and Ecuador, with 20% and 15%, will occupy second and third place in the ranking respectively. Estimates from Mercabarna-flor calculate that only 3% of the flowers that will be distributed on April 23 will be of Spanish cultivation.
80% of the roses sold will be of the Freedom variety, the classic, of Colombian and Ecuadorian origin. The Reed Naomi, with many petals, will occupy 10% of sales. The Explorer, which hit the market just over five years ago, already reaches 5% thanks to its durability.
“The Explorer is beginning to have its market,” Batlle has assured about a type of rose that is on the rise. According to the president of the Mercabarna-flor wholesalers association, there are currently only a couple of rose producers in Catalonia. The situation is not new: the shortage of autochthonous product has already been a reality for years.
As always, red will be the predominant color, reaching 80% of sales. The rest of the majority colors will be fuchsia, pumpkin, yellow and lilac. Experts explain that non-red roses are the favorites of generation Z, who seek to make a difference.
On the other hand, reusable and sustainable containers will continue to rise while plastic is used less and less since the client is increasingly aware of environmental sustainability.
