Suntory Flowers Limited (Chiyoda-ku, Tokyo) is delighted to announce the availability of "SUNTORY blue rose APPLAUSE", the world's first roses with nearly 100% blue pigment in the petals. The roses will be sold starting November 3rd in Greater Tokyo, the Kyoto-Osaka-Kobe area, and Aichi Prefecture.

• *With petals containing nearly 100% blue pigment

"SUNTORY blue rose APPLAUSE" represents successful joint development by Suntory Holdings Limited and Florigene, an Australia-based Suntory Group subsidiary. Never before have roses with nearly 100% blue pigment in the petals been grown anywhere in the world.
Unlike familiar roses, "SUNTORY blue rose APPLAUSE" have a bluish tinge reminiscent of the sky just after dawn and an elegant, alluring, fresh fragrance.

With a coloring and fragrance all their own, the roses create an exquisite ambiance.

Given to important people in one's life just when years of pursuing a dream have come to joyful fruition, or when proposing marriage, commemorating wedding anniversaries, celebrating birthdays, or on other special occasions, the roses will make a memorable gift.

Inspiration for the Name

The name APPLAUSE was chosen as a token of congratulations to those who have fulfilled a dream or encouragement to those working diligently toward this goal, in a variety of situations. In Japanese, APPLAUSE rhymes with rose.

Significance: A Dream Fulfilled

Long believed to be impossible, blue roses represent success after persistent hard work.
May the roses serve as an affirmation that one's dreams will surely be fulfilled if one keeps working toward them.

Development of Blue Rose

Roses have been cultivated for many years, and tens of thousands of new varieties have been developed including red, white, pink, and yellow roses. But because roses lack the blue pigment delphinidin, elusive blue roses became synonymous with the impossible.
At last, Suntory Holdings and Florigene, involved in joint biotechnology research since 1990, introduced a blue gene from pansies into roses, and in 2004, the team announced successful development of blue roses.

By 2008, approval under the Cartagena Law (specifically, the Law Concerning the Conservation and Sustainable Use of Biological Diversity Through Regulations on the Use of Living Modified Organisms) was obtained, paving the way to prepare for production, distribution, and sales.

The launch this year therefore represents the culmination of nearly two decades since the beginning of research efforts.

Looking ahead, Suntory and Florigene will continue joint R&D on blue roses, in pursuit of goals that may be equally challenging and satisfying.

News  release: No.10592   October 20, 2009