Q&A: Greenheart’s DeVor On The Next Roses

Q&A: Greenheart's DeVor On The Next Roses

Bill DeVor, general manager and COO at Greenheart Farms in Arroyo Grande, Calif., looks back on the last decade of rose production and what the possibilities for roses are over the next few years.

GG: How would you characterize the health of the overall rose market? How about the different types of roses (i.e. hybrid teas, grandifloras, shrub roses) and the overall health of those submarkets?

BD: The rose industry has been going through a significant amount of change over the past decade. Over the past hundred years, we as an industry were so focused on flower type (hybrid tea) and color, that disease resistance and hardiness were a plus but not a requirement. We taught our customers to fear the product that we were producing. Roses were separated into their own world and not thought of as a practical or dependable perennial landscape plant.

Bringing a new variety to market, from hybridization to introduction, is about 10 years. That’s quite a long time. In the early 1980s this effort was well underway, but not until Knock Out hit the market did the nursery industry as a whole became aware of the ease of production and the new opportunities that could exist with roses. Knock Out opened the flood gates and the nursery industry regained confidence in roses as a landscape plant.

GG: Considering the shakeup in some of the big rose breeders and growers over the last year or two, is there a better overall focus from both breeders and growers to meet consumer needs?

BD: The Conard-Pyle Company, Kordes and Weeks (Roses) have put forth tremendous effort over the past two decades. We were first exposed to the Knock Out family of roses and now the Drift Roses. I can say that over the next two to three years, everyone is going to be blown away by the new genetics and varieties that will be hitting the market.

GG: Roses have obviously evolved over time from the Grandma-style hybrid teas and grandifloras to the shrub type. Last year, we saw Greenheart’s bedding plant-style roses introduced at the California Spring Trials. Do you look at the bedding play-style rose as the next big thing or a complement to the smaller, shrub-type roses?

BD: It was imperative that nurseries erase what they knew about the “old style” roses. Disease resistance, hardiness and performance were the first traits to accomplish, and all the major hybridizers have focused on these traits. The new genetics are phenomenal. There are no rules for roses anymore. It is my belief that the possibilities are endless for roses, as long as they have been thoroughly trialed from beginning to end.

GG: What excites you most about the rose market in the upcoming year or two?

BD: Large flowered, colorful and fragrant roses. The hybridizers have done a phenomenal job taking what has been learned from developing the disease-resistant hardy shrub roses of today and creating novel performers for the future. Being on the front end of buildup and production, we get to see it all first and it is very exciting.

Leave a Reply

More From Varieties...
Dr Allan Armitage

February 8, 2016

Why Succulents Have Become The Hippest Plants On The Market

Allan Armitage says succulents used to be relegated to the far end of the display bench, but their adaptability, decorative value, and low maintenance requirements have now made them a staple.

Read More

February 4, 2016

Poinsettia Growers Discuss Their Recent Trials And Triumphs

Growers from Pennsylvania, Illinois, and North Carolina describer their experiences trialing everyone’s favorite holiday season flora.

Read More
Rhododendron ‘Dandy Man’ (Proven Winners ColorChoice Shrubs)

February 2, 2016

Spring Meadow Nursery Partnering With Proven Winners Europe To Introduce New Flowering Shrubs

The expansion creates a cohesive brand for what is now a global market, immediately introducing more than 24 shrubs to the European market, with the potential for 125 or more in the future.

Read More
Latest Stories
Dr Allan Armitage

February 8, 2016

Why Succulents Have Become The Hippest Plants On The Ma…

Allan Armitage says succulents used to be relegated to the far end of the display bench, but their adaptability, decorative value, and low maintenance requirements have now made them a staple.

Read More

February 4, 2016

Poinsettia Growers Discuss Their Recent Trials And Triu…

Growers from Pennsylvania, Illinois, and North Carolina describer their experiences trialing everyone’s favorite holiday season flora.

Read More
Rhododendron ‘Dandy Man’ (Proven Winners ColorChoice Shrubs)

February 2, 2016

Spring Meadow Nursery Partnering With Proven Winners Eu…

The expansion creates a cohesive brand for what is now a global market, immediately introducing more than 24 shrubs to the European market, with the potential for 125 or more in the future.

Read More

February 1, 2016

12 New Poinsettias For Holiday Growing

Poinsettias are still a consumer favorite during the holidays for home décor and gift giving. For greenhouse growers looking to get a jumpstart on purchasing young plants for the 2016 poinsettia growing season, there is no shortage of great varieties to choose from. Here are 12 new varieties to keep in mind for holiday product offerings.

Read More

January 27, 2016

Costa Farms’ Season Premier Provides Sneak Peek A…

Costa Farms presented the 2016 Season Premier at its 2-acre Trial Gardens in Miami, FL, in the third week of January. The event showcases varieties from breeders of all sizes to growers and major retail buyers, providing a look at what genetics are coming to the market and how they’ll perform in retail settings and in the landscape, when consumers bring them home. The mild winter climate in South Florida allows Costa Farms’ Research and Development Department to simulate the spring growing conditions of various regions in the country. Because each group of visitors to Costa Farms’ Trial Gardens wants to see what the new plants look like in the environments that matter to them, Season Premier offers several areas within the Trial Gardens that highlight different ways to look at the wealth of new varieties. The New Product Showcase offers a way for retailers to see how plants will […]

Read More

January 26, 2016

Beekenkamp And Danziger Partner To Distribute Poinsetti…

Danziger is continuing to expand its portfolio of products to the U.S. market with the addition of poinsettia cuttings of Beekenkamp’s varieties.

Read More

January 24, 2016

Positive Consumer Experiences Help Advance The Orchid C…

HGTV HOME Plant Collection plans to expand its Fresh Style product line through a partnership with Green Circle Growers (Oberlin, Ohio), which will supply decorative orchids, tropical plants, and indoor garden combinations. Greenhouse Grower asked Maxwell Sherer about Green Circle's orchid program, the latest trends he’s seeing, and where he thinks orchid growing is headed in the future.

Read More
Sansevieria in Corner of home

January 21, 2016

Tropical And Indoor Foliage Plants Emerge As A Lifestyl…

Consumers are incorporating houseplants into their everyday lives, which is driving the trends toward smaller-size plants and unique products that appeal to a younger demographic.

Read More
Pollinator-Conference-NC State

January 20, 2016

How To Promote Pollinator-Friendly Plants This Spring

Following last year’s launch of the National Pollinator Garden Network, groups like the National Garden Bureau and others remind growers that offering pollinator-friendly plants is a great way to keep up with consumer demand.

Read More
Caladium Painted Frog Series (Plants Nouveau)

January 17, 2016

16 New Foliage Plants To Round Out The Garden

Every garden needs a good mix of flowering and foliage plants for an attention-grabbing show of thrillers, fillers, and spillers. These new foliage varieties will not only act as a lush backdrop for colorful blooms, they can also stand on their own with their noteworthy textures and colors.

Read More
California Coast

January 13, 2016

Mark Your Calendars For The 2016 California Spring Tri…

It’s time to think about registering for the 2016 California Spring Trials. You won’t want to miss any stops along the way, so use this quick reference to help with planning for your trip.

Read More
David Roberts Bailey Nuseries Feature Image

January 12, 2016

Bailey Nurseries’ David Roberts Says New, Novel Varieti…

Roberts was recently hired by Bailey Nurseries to be the General Manager and Breeder for Plant Introductions, Inc., which Bailey acquired last year.

Read More
Kelly Norris - feature

January 11, 2016

Kelly Norris: Questioning The Purpose Of New Plants

Norris asks if the time has come to rethink new plant introductions, or how we market them to consumers.

Read More
Weeks Roses Miss Congeniality

January 11, 2016

Weeks Roses Introduces New Lineup Of Roses For 2016

Weeks breeds and grows a wide range of rose bushes, all of which are field tested for many factors.

Read More
CAST2015_Floranova_Vegetalis_Ageratum Cloud Nine Blue

January 8, 2016

Floranova Opening New Chile-Based Research Station, For…

Floranova has announced it is building a new research station in Chile that will open in mid-2016. As a result, the company will not participate in the 2016 California Spring Trials, but says it will be back in 2017.

Read More
Streptocarpus 'Yellow Blue Eye' (Green Fuse Botanicals)

January 5, 2016

15 Flowering Foliage And Tropical Plants For The Home A…

Tropical and foliage plants are the ultimate lifestyle plants because they enrich the environment and provide mood-boosting benefits. Take into account some of these new introductions for a crop mix that helps your customers realize the true benefits of plants.

Read More
BallSeed-WebTrackToGo-app Feature Image

January 5, 2016

Ball Seed Launches WebTrack To Go App For Mobile Phones…

The app is available for free in the Google Play and iTunes app stores, and serves as a companion to Ball’s full WebTrack business management system.

Read More
Terra Nova Garden Decorating Guide

December 31, 2015

Terra Nova Nurseries Releases New Garden Decorating Gui…

The guide’s wheel-shaped design groups new plants by color and was inspired by the Pantone Matching System color guide.

Read More
[gravityform id="35" title="false" description="false"]