For flower growers, deciding what to put in the ground has always required a calculated bet on future demand. But today, that bet comes with higher stakes. 

Rising labor costs, currency fluctuations, freight expenses, tariff uncertainty and unpredictable market conditions are squeezing margins and prompting growers to scrutinize production decisions more closely. The result is a greater emphasis on varieties with reliable demand, efficient production and acceptable margins. 

“The days of assuming stable pricing and predictable supply are behind us,” says Oscar Fernandez, director of sales at grower-importer Rio Roses-Equiflor, in the September/October issue of Floral Management. “We’re seeing more variability in costs and availability, so we need to become more collaborative and flexible.” 

Those pressures are especially acute in Colombia, where growers are contending with a 23.7% minimum wage increase as well as a strengthening peso. Because flowers are sold in U.S. dollars while wages and many operating expenses are paid in Colombian pesos, currency shifts can further erode already-tight margins. 

While growers know florists and consumers want fresh varieties, Fernandez says rising costs make dependable performers — including classic yellow, white, pink and red roses — increasingly attractive. 

“Because of the rising costs, new doesn’t always mean right,” Fernandez says. 

Read “Growing Under Pressure” in the September/October 2026 issue of Floral Management to explore how growers and suppliers are navigating rising costs, using data to improve efficiency and making more strategic planting decisions in an increasingly unpredictable market. 

Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.