Four million roses are gifted in Switzerland on Valentine’s Day. The journey to get there is long

Andrew Renneisen / Getty

The rose is a symbol of love par excellence. In Switzerland they mostly come from Kenya. Growing them in Europe, however, would not improve their climate footprint.

Her leaves are like eyelids that she opens blissfully, writes Austrian poet Rilke, until she stands there like Venus. Goethe describes her as «young and beautiful.» And Antoine de Saint-Exupéry writes that she wants «only to appear in the full splendor of her beauty.»

The rose represents romance, femininity, perfection and youth. Ancient legends describe its formation as the remnant of dawn on earth. Even today it is everywhere: in fragrances, emblazoned on bedding and curtains, or presented on TV by bachelors and bachelorettes.

On Valentine’s Day, the «Day of Lovers,» the rose is particularly present. In Switzerland alone, an estimated four million roses will be sold on February 14 – one for every Swiss woman.

But before lovers hold the delicate gift in their hands, the rose makes a long journey.

The trip The flower industry is one of the most important economic sectors in Kenya. The country exports more than 200 million kilograms of cut flowers per year.

Andrew Renneisen / Getty

A rose given as a gift on Valentine’s Day is still on a farm in its country of origin six days earlier, on February 8. Most come from Kenya or Ecuador, which are among the largest exporting countries. This is also related to the low-cost wage and production conditions. But not only that.

Ideal conditions at the equator

Both countries offer ideal geographical conditions for the cultivation of the rose. First, they are located on the equator. The days are about the same length throughout the year and the roses get a similar amount of sun. Secondly, roses grow better at higher altitudes, where the light is better. In Kenya they are mostly grown at an altitude of about 2,000 meters, in Ecuador even at 3,000. As a rule of thumb, the higher up, the larger the rose heads. That is why roses from Ecuador are more expensive on average.

Although roses also grow in numerous gardens in Switzerland, about 90% are imported. The vast majority of these come from Kenya or the Netherlands – although the latter is usually only a stopover.

Only a few countries dominate the trade in roses

Kenya exports 210 million kilograms of cut flowers annually, and the flower industry is one of the most important sectors of the economy and creates tens of thousands of jobs. Especially in Naivasha, north of Nairobi, which lies directly on the lake of the same name, and where many nurseries have established themselves. Flowers are grown here on an estimated 2,000 hectares.

Roses consume alot of water

This is mainly due to the water requirements of the plants. Around four liters of fresh water are consumed by one rose, estimates the WWF. Therefore, the water level of Lake Naivasha has been continuously decreasing over the years. According to Fairtrade Germany, six times more water was taken from the lake in 2017 than flowed into it – partly because the booming rose industry caused population in the area to rise rapidly.

Numerous farms have been established around Lake Naivasha.

Andrew Renneisen / Getty

After harvesting, the roses stay in Kenya for de-thorning, packing and transport preparations.

Andrew Renneisen / Getty

The flower industry creates tens of thousands of jobs in the East African country.

Photos Andrew Renneisen / Getty

Photo above: Numerous farms have been established around Lake Naivasha. Photo center: After harvesting, the roses stay in Kenya for de-thorning, packing and transport preparation. Image below: The flower industry creates tens of thousands of jobs in the East African country.

Andrew Renneisen / GettyPhotos Andrew Renneisen / Getty

Flower cultivation in Kenya is also drawing criticism for other reasons. Conservation organizations complain that because of the use of pesticides, soil and water in the region are heavily polluted. In addition, working conditions are often precarious and wages low, according to the Max Havelaar Foundation.

Other experts, on the other hand, say that the situation has improved significantly in recent years. For example, water and pesticides are now used more sparingly, and various fair trade labels ensure that working conditions have also improved.

Most of the trade goes through the Netherlands

A rose for Valentine’s Day is harvested just a few days earlier in Kenya. It is then transported by air to Europe, in many cases to Germany or the Netherlands.

The Netherlands is the largest hub for the global rose trade. The small country is responsible for 70% of all rose imports into the EU. When the flowers are subsequently forwarded, it is often difficult to trace where they have originally came from. In 2017, 51% of roses imported into the EU came from Kenya.

Aalsmeer, a small town near Amsterdam’s Schiphol Airport, is the most important center for the flower trade in Europe. It is the site of the world’s largest flower exchange, where around 21 million cut flowers are traded daily – 60% of all flowers worldwide. In most cases, the flowers are shipped from there to European destinations on the same day.

Sixty percent of the global flower trade goes through the Aalsmeer exchange.

Sem Langendijk

The cut flowers are usually resold the same day.

Sem Langendijk

There are about a thousand varieties of roses at the world’s largest flower exchange.

Sem Langendijk

More than 12 billion plants arrive in Aalsmeer every year.

PhotosSem Langendijk

Photo above: 60% of the global flower trade goes through the Aalsmeer exchange. Photo center left: Cut flowers are usually resold on the same day. Photo center right: There are around a thousand varieties of roses at the world’s largest flower exchange. Image below: More than 12 billion plants arrive in Aalsmeer every year.

Sem LangendijkPhotosSem Langendijk

While the Netherlands continues to dominate as a trading center, production in the company’s own greenhouses is becoming less and less important. Twenty years ago in the Netherlands, there were about 1,000 hectares with greenhouses for growing roses. Today, Rabobank estimates there remain 160. The energy crisis is likely to accelerate this trend.

This is because rose cultivation in the Netherlands is significantly more energy-intensive than in countries on the equator due to the lower temperatures. That’s why – and because of lower wages – it’s cheaper to grow the flowers in the global south and transport them by air.

The arrival in Switzerland  After their long journey, the roses arrive at the cut flower importing company Agrotropic in Oberhasli, shortly before Valentine’s Day.

Annick Ramp / NZZ

When the roses from Kenya arrive in Switzerland, they have traveled over 6,500 kilometers. They then land two and a half kilometers from Zurich airport at the Agrotropic company in Oberhasli. Agrotropic is the third largest importer of cut flowers in Switzerland and says it is the largest importer of Fairtrade roses.

Most roses imported into Switzerland come from Kenya

The roses arriving at Agrotropic on a cold February morning were harvested four days earlier in Kenya. From Nairobi, the journey continued by plane to Frankfurt Airport and then by truck on to Switzerland.

Thirty-five million cut flowers are processed annually in Oberhasli, about 85% are roses. Managing Director Matthias Haudenschild stands among the delivered boxes, which are being inspected by his employees. An A4 piece of paper is hanging in the company office and shows the countdown to Valentine’s Day.

Five percent of sales for Valentine’s Day

«Valentine’s Day is the most important day of the year for us in terms of volume,» Haudenschild says. Compared to a normal week, the number of flowers processed in the days around February 14 is two to three times higher. Those who normally work in the office help out on the assembly line or tying bouquets.

As Valentine’s Day approaches, all employees need to pitch in.

In the «Bouquet Factory» the roses are tied into bouquets.

Before packing, the flowers are cut.

In addition to supermarkets such as Coop, Migros or Aldi, specialist retailers and the company’s own subsidiary are also supplied with flowers.

Photos Annick Ramp / NZZ

Image above: When Valentine’s Day approaches, all employees have to lend a hand. Photo center left: In the «Bouquet Factory» the roses are tied into bouquets. Photo center right: Before packing, the flowers are cut. Photo below: In addition to supermarkets such as Coop, Migros or Aldi, specialist retailers and the company’s own subsidiary are also supplied with flowers.

Photos Annick Ramp / NZZ

The first steps, such as de-thorning or wrapping in foil, have already taken place in the flowers’ country of origin. The farms are given precise instructions on how a rose should look before it goes on its journey. After the boxes arrive in Oberhasli, the roses are cut, labeled, placed in water containers and packed. Some are tied into handmade bouquets for supermarkets or made to order. Then Coop, Migros or Aldi are supplied. Specialist shops and the subsidiary company Blume 3000 are also supplied.

Despite the fact that the rose is considered tacky, it is still very much in demand. According to the Association of Swiss Flower Wholesalers, 2021 was an «absolutely record year.» Probably because people spent more time in their homes during the pandemic, sprucing them up with roses and other flowers. In 2022, the market declined again somewhat. The association estimates that about 5% of annual sales are made on Valentine’s Day.

The ecological footprint Cut roses are stored in cold storage to keep them fresh longer.

Annick Ramp / NZZ

The long journey, water consumption, and pesticides – what does all this mean for the ecological footprint of the rose? That’s a tough one to answer. The number of studies looking at the environmental impact of cut flowers is small. 

In the industry, the same few studies are passed around over and over again. However, some of these are outdated, do not meet scientific standards, or refer directly to each other. 

Only a few rough conclusions can be drawn: Roses from overseas probably do indeed consume less energy than those grown in Dutch greenhouses, despite the long transport route. This is plausible because cultivation has a greater effect on the ecological footprint than transport. Dutch roses require a lot of energy for heating and lighting. However, there is also potential here in the future. Greater use of renewable energy, such as solar panels and LEDs in greenhouses, can significantly reduce environmental impact.

The main argument against cultivation in East Africa is that, according to individual studies, water consumption is higher than in European greenhouses. 

Pesticides tarnish the image of the rose

To keep roses beautiful and immaculate, pests and diseases must be kept away from them. Data from the Netherlands shows: Pesticide use in cultivating roses is higher than in cultivating most other flowers.

Growing roses today requires fewer pesticides, but overall still consumes large amounts

Amount of pesticides used per hectare cultivating various flower species in the Netherlands, in kilograms, 2020

The figures cannot be applied to other countries due to the different growing conditions. However, the need for pesticides is probably lower in the Netherlands because of modern greenhouses. However, the trend is positive; in the case of roses, the amount of pesticide used has fallen significantly in recent years.

Cultivating roses today requires significantly fewer pesticides

Amount of pesticides used per hectare in cultivating various flower species in the Netherlands, in kilograms, 2020

For Haudenschild, the pesticide debate as a whole is too simplistic. He says: «Roses are perennial crops, it’s not possible to grow them without plant treatments. But farms are doing everything they can to reduce the use of chemicals. The treatment agents significantly inhibit the natural growth of the flowers.»

The products used to protect roses keep drawing negative media attention. According to the consumer magazine Ökotest, residues of 21 different pesticides were detected on a bouquet of roses.

Haudenschild is disturbed by the perception that the evaluation of a rose focuses heavily on the number of active ingredients detected. «In order to prevent pest resistance, it is imperative that the active ingredients are alternated. This results in more active ingredients, but much lower concentrations of residues and therefore a lower environmental footprint.»

The classic red rose is particularly in demand on Valentine’s Day.

In the end, a lot of cardboard waste is created.

The finished bouquets are marked with the Fairtrade label of the Max Havelaar Foundation.

The finished bouquets are waiting for their customers. Around 5% of annual sales are made on Valentine’s Day.

Photos Annick Ramp / NZZ

Image above: The classic red rose is particularly in demand on Valentine’s Day. Photo center left: In the end, a lot of cardboard waste is created. Photo center right: The finished bouquets are marked with the Fairtrade label of the Max Havelaar Foundation. Photo below: The finished bouquets are waiting for their customers. Around 5% of annual sales are made on Valentine’s Day.

Photos Annick Ramp / NZZ

What can consumers look for when buying roses? According to the Max Havelaar Foundation, fair-trade roses from Kenya that carry the foundation’s own label have the least impact or less impact on the environment than similarly grown roses from the Netherlands and Ecuador.

Fairtrade labels pay attention to working conditions

The Fairtrade label for roses has been in existence since 2001, and according to the foundation, roses with the label now have a market share of 28%. The framework conditions include fixed employment contracts, social and health protection, maternity leave, and environmental standards, including a list of banned pesticides.

So it can make sense to look for Fairtrade labels when giving a gift for Valentine’s Day. But for a completely clear conscience it’s probably necessary to choose native plants such as hyacinths or daffodils, which may be difficult in February.

And even if it were agreed to move Valentine’s Day to spring – no flower has yet succeeded in replacing the rose as the symbol of love. Maybe it is after all, as Saint-Exupéry’s Little Prince says, «The time you’ve given to your rose is what makes your rose so important.» Even though this rose has had a long journey.

Long journey, brief pleasure – the pleasure of fresh cut roses lasts only a few days.

Annick Ramp / NZZ

Text: Nelly Keusch and Eike Hoppmann, Graphics and data: Joana Kelén and Eike Hoppmann, Photo editor: Gilles Steinmann and Rahel Arnold

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