? The Florists’ Guild of Catalonia has launched the #rosadesantjordiacasa campaign with the aim of sending roses at home for the day. The entity has created a map with the geographical distribution of the florists that will offer the service in order to cover most of the territory. To date, it has incorporated a total of 110 stores. Despite the initiative, the sector’s expectations are far from over 7 million in recent years, with sales expected to reach 300,000 roses, below 5% of regular sales. Of these, 15% are locally produced, which will give way to Maresme production. “It will not be profitable, we know, but it is not the goal of the campaign,” concludes Joan Guillén, the president of the guild.
“More than ever, the rose will convey emotion and empathy in difficult times for all, an emotional connection that we all need. This Saint George will be full of emotional messages, some florists are already receiving them, “said Guillén.
In parallel, however, florists continue to work with the publishing industry to seek a date before summer for the joint celebration of Book and Rose Day, despite being “aware of the difficulty of holding mass events. on the streets. ”
On the other hand, the guild promotes the Sant Jordi initiative on the balconies, so that the children can participate and live the festival by drawing roses, dragons and handicrafts.