Florence Delattre Générosa® MASflodel – pharmaROSA® NEONATAL rooted cutting
Générosa® shrub roses such as Florence Delattre offer reliable own‑root propagation material for professional growers seeking a distinctive, purple-toned bed and cut-flower shrub with remontant flowering and strong, rose‑oil fragrance. Supplied as tray‑grown, 3–6‑month‑old rooted cuttings, this compact, bush‑trained form integrates smoothly into container-based nursery systems, particularly where a 2–3 L standard container route is preferred for a premium yet accessible retail shrub. Its dense, dark green, glossy foliage, resilient H7 hardiness to around −26 °C and documented resistance to powdery mildew, black spot and rust support low‑intervention production and dependable garden performance. In the UK context, this underpins supply for thematic rose gardens and collection projects, including public‑realm schemes in cooler, wind‑exposed regions where winter durability matters. Own‑root plants develop progressively—roots in year one, structural framework in year two, and full ornamental value by year three—supporting long‑term, homogeneous stands with low replacement demand. With moderately ornamental red hips and moderate pollinator interest, the cultivar can support both decorative and ecological narratives in wider assortments designed for nursery and wholesale channels, while the stable own‑root base simplifies planning of volume and scheduling for collection‑driven ranges.
Usage options
Finished-product ideas
- Premium 2–3 L fragrant shrub line – Standard 2–3 L container plants grown from own‑root NEONATAL material, emphasising strong rose‑oil fragrance and remontant flowering under a reliable garden‑performance message – retail/reseller shrub programmes
- Landscape bed and specimen units – Step selected 2–3 L material into 40–50 L containers for ready‑to‑plant, bushy shrubs with dense, glossy foliage and robust hardiness, aimed at flower‑bed and specimen use – landscape contractors and public‑realm buyers
- Générosa® and literary collection series – Curated range highlighting the Générosa collection and the Alexandre Dumas name link, using uniform own‑root 2–3 L plants to support identity‑critical thematic and collection plantings – specialist nurseries and show gardens
- Fragrance‑focused garden‑cut assortment – Group Florence Delattre with other strongly scented remontant shrubs in 2–3 L containers as a garden‑cut and bouquet‑friendly offer, backed by low‑intervention disease resistance – independent garden centres
- Cold‑hardy shrub selection – Position Florence Delattre within a cold‑tolerant shrub subrange, exploiting its H7 / USDA 5b performance and resilient own‑root base, supplied mainly as 2–3 L stock – UK‑wide wholesale and regional nursery partners
Technical cultivar profile
| Parameter |
Data |
| Name and registration |
Modern shrub rose, commercial bed rose type, registered as MASflodel, traded as Florence Delattre Générosa MASflodel; American Rose Society exhibition name Florence Delattre, exhibition category shrub rose and cut flower. |
| Origin and breeding |
Bred in France in 1991 by Dominique Massad from Rêve d’Or × Magenta (Kordes, 1954), introduced and registered in 1997 by Guillot / Roseraies Pierre Guillot, within the Les Roses de Dominique Massad breeding framework. |
| Awards and recognition |
not provided |
| Growth and structural characteristics |
Bushy shrub reaching approximately 120–160 cm in height and 90–130 cm in spread, with dense, dark green, glossy foliage and moderate prickliness; spent flowers are weakly self‑cleaning and generally require manual removal. |
| Flower morphology |
Semi‑double, cupped blooms with 13–25 petals, medium sized at roughly 1.5–2.75 inches, most often in clustered inflorescences, delivering remontant flowering with a generous second flush during suitable conditions. |
| Colour data and phenology |
Pale mauve‑lilac base with greyish‑lilac hue and faint creamy‑yellow centre; colour is richer in cool conditions and fades in strong heat to dusky rose‑purple, then towards an almost greyish lavender tone as blooms age. |
| Fragrance and aroma |
Strong, pronounced fragrance with a spicy, rose‑oil character considered a key ornamental and sensory feature; semi‑double flowers with 13–25 petals provide moderate pollinator interest due to partial stamen accessibility. |
| Hip characteristics |
Forms moderately abundant, spherical red hips, approximately 8–12 mm in diameter, providing additional ornamental interest and seasonal structure where spent blooms are not fully removed after flowering. |
| Resistance and winter hardiness |
Rated resistant to powdery mildew, black spot and rust; hardy to approximately −26 to −23 °C (RHS H7, Swedish zone 4, USDA 5b); requires regular watering as heat and drought tolerance are low and prolonged drought is not tolerated. |
| Horticultural recommendations |
Suited to flower beds, specimen use and garden cutting; compact bush‑trained form recommended for standard 2–3 L container production, with low general maintenance needs and good disease resistance, albeit weak self‑cleaning of spent blooms. |
Florence Delattre Générosa® MASflodel offers fragrant, remontant, cold‑tolerant shrub performance on a predictable, regenerative own‑root base, making it a sound candidate for discussion on future capacity, assortment planning and scheduling.
