Well, roses are grown in them! A growing number of roses you buy at The Fresh Market are “hydroponics” and are not grown in soil, but rather coconut peat, a product made from the shredded shells of coconuts.

Why not just grow the plants in soil?

In coconut fiber, plants develop more numerous and better root systems — and in less time than soil. A strong and healthy root system is important in producing healthy, beautiful flowers, especially when you consider that roots are the plants’ primary source of water and minerals. Coconut peat also has better and more consistent drainage than soil, thus avoiding potential problems for the plant and flower.

By not growing the plants in soil, farms have the ability to recycle all the water and fertilizer not used by the plant. This results in less waste material that might otherwise find its way into drinking water or present itself as some other environmental hazard.

The end result is healthier flowers with longer vase life, cleaner foliage and a reduced effect on the environment. You can also be proud knowing that the beautiful roses you buy at The Fresh Market support Florverde, a program that concentrates on social awareness, environmental responsibility and provides healthy work conditions for its employees in South America.