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QUESTION 2: Why do you think that Ecuador’s rose industry only began to take off 20 years ago?
ANSWER 2: The rose is a perishable product. When a rose is grown in Ecuador for sale in international
markets such as North America and the European Union, it is imperative that the rose is transported
rapidly and under the right conditions so that it can attract a premium price in the market. The rose
industry in Ecuador probably began to take off 20 years ago when developments in refrigeration
technology and air transportation technology made it feasible for a rose producer in Ecuador to serve a
market as far away as North America. The Ecuadorian rose industry has grown rapidly because it
provides an attractive product in response to a strong and steady market demand.