When the TV camera pans to the scoreboard during the 100th edition of the Rose Bowl football game on New Year’s Day, a digital sign will show the PassionRoses logo. When the camera focuses on the Rose Bowl trophy, it will be adorned with some of the finest roses in the world: PassionRoses. Ditto for media events and formal ceremonies preceding the game.
PassionRoses has been named the official rose of the 2014 Rose Bowl and Tournament of Roses parade in Pasadena, CA, as the rose above all others, as it has since the practice of naming an official rose began four years ago. The designation was announced Dec. 5 by officials at PassionGrowers in Miami, which distributes PassionRoses.
The Rose Bowl game is an annual championship match between winners of the PAC 10 conference on the West Coast and the Big Ten in the Midwest. Known as “The Granddaddy of Them All,” the Rose Bowl game is the oldest of all the bowl games. First played in 1902, it typically draws 89,000 spectators to Pasadena. Its 2013 TV viewing audience was an estimated 17 million worldwide (the first telecast was in 1948).
Jaime Peisach, one of the founders of PassionGrowers in Miami, told The Produce News that the matchup was a natural. “The Rose Bowl, an American sports icon, embodies the traditions and values we admire and emulate at PassionGrowers,” he said.
He added that his customers are excited about promoting PassionRoses as the official rose of the Rose Bowl and parade.
“Supermarkets have talked to us about branding and promotion possibilities,” he said, adding that PassionGrowers has started the branding on flower packaging with some retailers. This year the Rose Bowl also hosts the BCS game on Jan. 6, another significant exposure for the PassionRoses scoreboard sign.
Founded in 2001, PassionGrowers specializes in roses and spray roses from the Savannah region of Bogota, Colombia, growing roses with an artisanal approach. Its roses are sold in 5,000 supermarkets across the nation. In recent years, it has added alstroemeria, lilies and pom-pons to its product line.
Ipanema, the farms behind Passion Roses, holds several voluntary certifications for environmentally and socio-economic practices, including GlobalGAP, Veriflora, ISO 9000, BASC and Rainforest Alliance. It was recognized in 2011 and 2012 as one of the top 100 places to work in Colombia, ranking 20th in 2011 and 15th in 2012.