Pheno Geno Roses (PGR) is a company with a rich and beautiful history.

It all started in a small Dutch family-owned nursery that has been cultivating roses since 1956. Another important year for the company is 2009 when it started to form the shape which it has today as it was founded as a research and breeding company. The first steps were licensing proprietary genetic material, introducing new plants, and starting to develop a recognizable and trustworthy brand. More than a decade later, PGR has breeding, research, and trial facilities based in Serbia and the Netherlands.

We create first-class roses for modern rose lovers. Even though the core of our company is based on tradition and experience we strive to focus on the future, to use the latest scientific achievements and techniques in order to create exquisite, healthy, beautiful, and fragrant roses. Our goal is to meet the diverse needs and demands of our customers and to make roses that are not only pretty but important because of their unique properties.

Rose Breeding

Breeding, in the context of plant cultivation, is the scientific process of developing new varieties with specific desirable traits, often combining both traditional and modern methods. For roses, this goes beyond aesthetics like flower color or shape. Today, customers are increasingly looking for traits like frost or drought tolerance and disease resistance.

PGR highlights the use of both conventional and modern breeding techniques to innovate and stay ahead in creating better rose varieties. PGR emphasizes eco-friendly and sustainable methods.

Science plays a key role in this process by looking at roses at the molecular level. Studying the rose genome helps identify specific genes tied to desired traits and understand how they are inherited. Techniques like marker-assisted breeding allow breeders to predict the outcomes of cross-pollination more accurately, improving efficiency in developing new healthy varieties.

Sustainability

PGR focuses in our rose breeding company on minimizing its environmental impact while innovating new plant varieties. Solar energy powers our operations, reducing reliance on fossil fuels and lowering carbon emissions. Water recycling systems ensure efficient use of water resources, vital for cultivating roses with local supplies. PGR focuses to become in the coming years a certified Eco- and Bio certified rose breeding company with a healthy eco-system. By incorporating these eco-friendly practices, PGR not only creates beautiful, resilient roses but also contributes to a greener future.