ALL good things come to an end, and it’s no different for one of the annual highlights from Treloar Roses.

The Bolwarra rose grower, Australia’s largest, has decided to end production of its annual colour catalogue, an institution since 1966.

It means rose lovers will have to go online to treloarroses.com.au to get their fix of what Treloar is offering for sale.

But it’s hard news for traditionalists who love perhaps the most traditional of flowers.

Treloar Roses director Gary Matuschka said it was not a decision taken lightly.

“The arrival of the colour catalogue in the mail has been a highlight of the rose year to most gardeners,” he said.

“For some time, we have been conscious of the large environmental footprint caused by the printing our 108-page catalogue.

“Not only in creating and printing but also the transportation of the final product. 

“In an age of technology, we find this is not a justified use of resources.

“Customer shopping habits have changed over the past decade and we must, as a company, change and improve with them.

“During the 2020 season we experienced a large increase in customer volume with the majority of orders being completed online.

“Closing the book on this chapter allows us to focus on enhancing our customer’s experience.

“Our website has the flexibility to give more information, not only with general rose growing but also for each variety. 

“It also allows us to update the availability of each variety in real time and to give a confirmation at the time of ordering – an advantage not available to the printed order form.”

The move online “does not mean we are unavailable”.

“The friendly experienced staff are still only a phone call or email away to consult about anything rosy.  Or to take an order if you are uncomfortable ordering online.”

Over the years, the company had noticed a large increase in online activity by both retail and wholesale customers, especially in the past decade, Mr Matuschka said.

More than 98 per cent of orders were now completed online, following worldwide trends.

All Treloar Roses varieties were listed on the website, which was kept up to date with availability information throughout the year.

“2021 is shaping up to be quite busy, leading off a sold-out season in 2020 and we encourage anyone wanting to purchase bare root roses to order now to avoid disappointment,” Mr Matuschka said.

The 2021 new releases had just been added to their already extensive selection of more than 500 varieties.

Bare root rose plants can be ordered online or over the phone now and would be sent to customers from late May to August.