Abstract
Effects of the cut flower preservative Flower Care varied significantly during the different simulated stages of the production–marketing–consumer cycle. The vase-life of the cut rose Rosa hybrida L. cv. Forever Yours was extended the longest when the preservative was used during the consumer period. When used during the simulated wholesale and retail marketing periods this extension in vase-life was less. The effects of the preservative were least when it was used during the immediate postharvest period. The final size of the flower increased significantly when the preservative was used during the simulated wholesale and consumer periods. The experimental data were used in a regression equation for calculation of vaselife at any concentration of preservative used under the given environmental conditions.

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