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De Ruiter introduce new rose breed Born Free®

Founded more than a century ago, De Ruiter has been a market leader for rose breeding and other ornamental plants. Originally a family business it evolved into a visionary organisation with a clear-cut corporate structure. De Ruiter is working continuously on breeding improved productive rose varieties and pot plants, which will allow quality assurance, product differentiation and above all represent beauty.



In line with what De Ruiter stands for, Creating Flower Business®, De Ruiter is proud to introduce and promote the new standard red rose variety 'Born Free®'.


'Born Free®' is a nod to the incredible story of Joy and George Adamson, two well-known wildlife conservationists who lived and worked for decades in Kenya with Else the Lioness. Joy wrote a novel Born Free to tell the lion's tale, which was later made into an Academy Award-winning movie.


Born Free variety rose presented on |Banksy wall art

One of the most famous Banksy, the infamous graffiti street artist, pieces of work is the mural of a masked man throwing a bunch of flowers, inspired by images of 1960's protests in France. The famous artwork portrays peace and hope. A clear and important message during times of worldwide military conflicts. De Ruiter has used this image alongside Born Free® to communicate that flowers send a positive message of peace and hope. There is no specific political motive for sending out this message. It is opportune and symbolic in times of trouble and turmoil.


About Born Free®

The variety is a productive (1.6-1.8 fl/pl/month), bright red colour, no blackening with an average head size of 6cm. The average stem length is 60-70cm, and has a very good perception in the market. In Ecuador the actual production area covers approximately 10 hectares, rapidly expanding. The rose opens well and has a vase life of at least 12 days. It also transports well, even on sea freight.



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