RIOBAMBA, ECUADOR - In the Ecuadorian highlands, near the Equatorial center of the world, Dr. Hernan Chiriboga gently pushes aside rows of chamomile, garlic and chili peppers and inspects his prize crop - organically grown red roses.

With a mere eight acres of mostly roses, Biogarden La Pampa is the world's first commercial-scale organic rose operation. Together with a handful of small to large-scale environmental growers in Colombia, South Africa, the Netherlands and California, Chiriboga's roses discover love and lovers via Internet eco-florist OrganicBouquet.com.

"Our organically cultivated roses take care of the soil and the environment," said Chiriboga, who until recently served as president of Expoflores, Ecuador's flower exporters association.

Combined, the countries of Ecuador and Colombia produce nearly 70 percent of all flowers sold in the United States, a market valued at nearly $17 billion in 2002. According to the Organic Trade Association, U.S. sales of organic flowers alone grew to $8 million in 2003, an estimated 52 percent growth spurt from the previous year, with sales expected to grow 13 percent annually through 2008. Overall, the U.S. organic market is conservatively estimated to grown to more than $30 billion by 2007.

A Rose is a Rose?

Along with his son Jorge, an agronomist with a post-graduate degree from Massey University in New Zealand, Chiriboga's innovative project may fundamentally transform an industry that has increasingly relied upon a broad spectrum of hazardous chemical pesticides.

Instead of relying on synthetic and toxic chemicals to create the perfect rose, Biogarden sets precedent with an example of a pristine ecosystem: beneficial insects including wasps eat the aphids, while natural fertilizers - including composted old flowers - transform the warm, humid soils of the greenhouses into a hotbed of radiant colors and floral hues.

Once harvested, Biogarden's organic roses are classified, graded, packed by hand, and kept in refrigerated storage until shipped by FedEx to individuals and businesses in the United States through its marketing partner, OrganicBouquet.com.

A Rose by Any Other Name

Organic flowers, however, are still a new concept in the $13 billion organic market, and few Valentine sweethearts would know about a green option for red roses were it not for Northern California entrepreneur Gerald Prolman, CEO of OrganicBouquet.com.

In the 1990s, Prolman revolutionized the organic produce market, successfully commercializing organic fruits and vegetables and by single-handedly convincing industry giant Dole Foods Company, among dozens of other major agribusinesses, to enter the organic field.

"Dole's entrée, led by Prolman, was the catalyst for exponential growth of the organic category," said Ray Clocke, who at the time was the senior vice president of Safeway Corporation produce and floral division. "Once Dole stepped in, other major growers followed and mass market retailers started to participate (in organics)."

Rose-Colored Lenses

Prolman's vision extends beyond selling flowers, driven by a passion for the environment and a commitment to the health of farm laborers. Working with small farmers and corporate growers alike, Prolman intends to create environmental growing solutions and make organic flowers available to consumers on a national and international scale.

"We'll keep at it," he said at a recent gathering of friends and colleagues, "until all the flowers are green."

About Organic Bouquet
Established in 2001, Organic Bouquet (www.OrganicBouquet.com) is the world's first online organic florist. Organic Bouquet's mission is to set a new standard for the floral industry that upholds the well being of farm workers, the protection of ecosystems, and the preservation of the earth, while providing consumers with the highest quality products available. Organic Bouquet ships directly from the grower via overnight delivery to anywhere in the USA with a guarantee that the flowers will last seven days in a vase at home.

Organic Style

Organic Style

Organic Style Ltd. (www.OrganicStyle.com) is an online eco-boutique for people seeking inspiring products that uphold the well-being of the planet and humankind. Their flagship brand, Organic Bouquet (OrganicBouquet.com) is widely recognized as America’s pioneer of organic and eco-flowers. EcoFlowers.com (www.EcoFlowers.com) is their wholesale division, with customers including florists, retailers, hotels and wedding planners.

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