Thursday | February 13, 2025
Beyond heart-shaped boxes of chocolates, fancy dinner reservations, and plush red teddy bears, roses have become the true symbol of Valentine’s Day. As the holiday’s most popular flower — and for some, the only time of year they decide to buy a bouquet — roses continue to hold their place as a timeless favorite in the United States. In fact, a remarkable 83% of flowers purchased for Valentine’s Day in 2022 were roses, according to the Society of American Florists, with nearly two-thirds of those being classic red varieties.
Once upon a time, the US produced the majority of its roses, primarily in California. However, today fewer than 20 commercial rose growers remain in the country, a shift driven by federal investments in South American flower farms, according to Camron King, CEO & Ambassador of Certified American Grown.
Despite the change in origin, the demand for roses remains as strong as ever. Nearly one billion rose stems are imported into the US for Valentine’s Day each year, with most already en route long before the holiday arrives, explains Christine Boldt, executive vice president of the Association of Floral Importers of America.
From the moment they are cut, these delicate flowers are in a race against time. Here’s a look at the incredible journey your fragrant bouquet of roses takes, traveling thousands of miles from South America to your doorstep just in time for Valentine’s Day.
Step 1: The race begins in South America
Nowadays, a significant portion of roses shipped to the United States comes from Colombia and Ecuador, according to the AFIA. Colombia, in particular, is a leading exporter of cut flowers to the US, not just roses.
For farmers in these countries, preparations for Valentine’s Day begin months in advance. They must decide how much of their rose crop to “pinch”—or cut back—to ensure the blooms are perfectly timed for February 14, explained Boldt. Timing is critical, as pinching the plants too early can cause the flowers to open too soon and not last until the holiday.
The decision isn’t just about timing; it also involves calculating the right quantity. How much of the crop should be reserved for Valentine’s Day? Should they pinch 60% or perhaps only 40%? If the farm primarily grows red roses, which tend to command higher prices during the holiday season compared to other times of the year, it might be more profitable to pinch a larger percentage, Boldt noted.
Once the roses bloom, harvesting becomes a large-scale operation. Farms often bring in additional workers to manage the workload, which is significantly greater than during a regular week.
After being harvested, the roses are sorted into bouquets and bunches, packed into boxes and coolers, and then swiftly transported by plane to Miami, ready for their journey to florists and customers across the country.
Step 2: To Miami and distribution centers
Throughout most of the year, flowers are typically flown into the United States seven times a day, six days a week. However, as Valentine’s Day approaches, these numbers increase dramatically. In the two weeks leading up to February 14, more than 14 flower-filled flights arrive each day, operating seven days a week. With one billion rose stems needing to be shipped, along with regular floral shipments, the demand is extraordinary, explained Boldt.
“There’s no way we could ship, in one day, all of the flowers from all of the farms, get them processed, and then loaded onto trucks for delivery to supermarkets,” she said. “The shipments have to come in waves, day by day.”
Once the flowers land at Miami International Airport, often just hours after being cut, their journey continues. Customs and border inspectors carefully examine the blooms, Boldt noted. After clearance, flower importers and distributors transport the flowers to warehouses and distribution centers, where they are trimmed, hydrated, and prepared for supermarket shelves.
USA Bouquet Company, a national flower manufacturer and distributor, takes its shipments directly from the Miami airport to its processing center. According to Scott Hill, the company’s vice president of sales and marketing, they distribute around 10 million rose stems for Valentine’s Day alone—approximately five times their usual volume.
Step 3: All the way to supermarkets and retail centers
By the time your bouquet reaches you, it has traveled across at least two continents, navigating multiple trucks and an airplane. Everyone involved in the supply chain—from farm workers to customs inspectors to processing center staff—needs to bring on extra help for Valentine’s Day, Boldt explained. Flowers are perishable; unlike greeting cards or chocolates, they can’t sit on a shelf for months. Maintaining refrigeration and moving the blooms quickly is crucial.
Of course, Valentine’s Day isn’t the only occasion for flowers. Life goes on with births, funerals, and other events that still call for bouquets.
“Every single day, you’re handling your regular flower orders,” Boldt said, “but then you have this massive extra volume for that one holiday. It requires extensive logistics, meticulous planning, and a significant workforce to get everything where it needs to be.”
After leaving the airport, the roses are transported to distribution and processing centers, where trucks pick them up for delivery to retail locations across the country. Large supermarkets and retail chains often use their own trucks to collect flowers from warehouses, taking them back to central distribution centers before sending them out to individual stores nationwide.
Refrigeration is critical throughout the entire journey. From farms to warehouses, in trucks and storage rooms, the flowers must be kept cool to stay fresh. But, as with any supply chain, challenges can arise: a February snowstorm might delay trucks, disrupting deliveries to supermarket distribution centers and stores, potentially halting the roses’ journey to their final destinations.
Step 4: Finally, to you
The journey of imported flowers raises some environmental concerns. Environmental advocates point out that the transportation of these blooms, especially roses, takes a toll on the environment due to the extensive refrigeration and long distances involved. Some suggest that consumers opt for locally grown flowers from nearby florists or farmers markets instead. By doing so, they can avoid the long supply chain and enjoy fresher bouquets. While these blooms might not always be the classic roses you’re familiar with, the joy of receiving flowers remains unchanged.
Regardless of the source, the end experience is similar: you walk into a store and are greeted by vibrant displays of pink, red, and white bouquets.
From there, the familiar routine begins. You trim the stems, fill your favorite vase with water, and spend the next week admiring the beautiful blooms—roses or otherwise.