Rojahn & Malaney Company

Rojahn & Malaney Company

Rojahn & Malaney Company is 3rd generation, traditional, wholesale florist located in Milwaukee, Wisconsin. The company was founded in 1929 by Walter A. Rojahn Sr.. Rojahn & Malaney Company distribute fresh flowers, decorative greens and a wide selection of hardgoods throughout Wisconsin, the Upper Peninsula of Michigan and to selected customers Nationwide. They emphasize a wide selection of outstanding varieties delivered with superior customer service.

Interview with Mr. R. Rojahn, manager at Rojahn & Malaney Company.

In the USA many retailers and event planners are very enthusiastic about Aqua!. Can you explain what it is they like so much about it?
- Our customers always select Aqua!® for its shape, size and wonderful color. With its vibrant pink inner petal and whitewashed outer petal it is the perfect choice for wedding and party work. When working with Aqua!® our customers really appreciate the fact that it is completely thornless. They also comment on the high petal count and great opening characteristics that fit today"s "fresh from the garden" look which is so popular.

How would you describe the color of Aqua! ?
- Aqua! is an unique rose in that its color is very difficult to describe or categorize. Its inner petal has an intense, almost florescent medium pink glow, while its outer petal is softened with a wash of white. We sell it as a vibrant medium pink rose.

Can you compare it to other pink/lavender varieties in the market? And if so what would be the positive or negative things Aqua! has to offer in comparison?
- Other roses that we sell in Aqua!"s color category are Ballet, Sweet Unique and Attache. While Attache has a wonderful fragrance, its color tends to "blue" as it opens. Ballet has a great shape but does not fully open. Sweet Unique grows in longer lengths than Aqua!® but lacks the even, solid, color intensity.

To whom does Rojahn & Malaney Co. sell? (Wholesalers, retailers, nationwide, supermarkets?). Is there a specific segment where you sell Aqua! ?
- We distribute our products to retail florists and specialty food markets in Wisconsin, the Upper Peninsula of Michigan and to selected customers Nationwide. Our main buyers of Aqua!® are those in the wedding and party trade.

In your experience how is the vase life, transportability of Aqua! ?
- We will usually enjoy 10-12 day of vase life from Aqua!® if a quality floral food is used. Aqua!® is a very hardy rose with a high petal count. We never experience problems such as bent neck or the petals separating from the calyx with Aqua!® as we do with other varieties.

What is the minimum head size in cm you clients ask normally?
- Head size really varies with the intended use or our client"s wishes. While some customers find a perceived value in very large head, we love selling roses like Aqua!® which offer a classic shape, that open fully and last for the consumer. This is how we define value!

In what way are your clients using Aqua! ? In which ways can they work with the variety?
- Our customers use Aqua!® in all the traditional manors.

What is the best time a year for this variety? Any special occasion?
- Demand for Aqua!® peaks during our wedding season (May through September). Although beautiful roses like Aqua!® sell all year long!

Do you sell all you rose varieties for the same price (depending on length) or do you sell hot varieties at a premium? If so would you sell Aqua! at a premium?
- We sell similar length roses from the same growing country for the same price. The exception would be the holidays (Valentines, Mothers Day, etc.). However, roses such as Aqua!® that we purchase from Eufloria always command a higher price in our market. People pay more for Eufloria roses such as Aqua!® because of their newness, quality, beauty and performance.

A variety produced in the USA can look totally different from the same variety grown in South America. For example Aqua!® from the USA has a nice light silky color and a bud of 1.5-2 cm with stems of 50-70 cm. Whereas Aqua!® from South America is slightly darker but with a big head of 6 cm and stems of 40-50 cm.

What advantage do you see for USA Aqua!® over imported Aqua!® and vise-versa?

- The slight difference in color is a plus for us. Some of our customers are very specific about the hue of their roses and the variation in color between countries gives us more flexibility. The quality of Aqua!® remains consistent wherever it is grown.

Do you think growers from USA and South America are competing with Aqua! for the same orders?
- Yes, to some extent. It is often easier to purchase from domestic growers such as Eufloria because each box is custom packed so we are able to buy 50 stems or 500 stems.

In general what advantages do you see for locally grown roses over imported one?

- The fewer days a rose is in transport means more days of vase life for the consumer. It is often easier to communicate with domestic growers. There are generally less problems with transportation and logistics with local flowers.