Friday, February 14 is Día del Amor y la Amistad (Day of Love and Friendship), as Valentine’s Day is known in Mexico.
Flower vendors at the traditional stalls lining the entrance to Guadalajara’s Parque Agua Azul say roses remain the most popular choice on this day, but admit their connection to the city has faded.
Once known as “The City of Roses,” Guadalajara now relies on distant sources for its supply, with most roses coming from Mexico State and Michoacán. The famous nickname, still found in guidebooks, dates back to the 1970s, according to the Colegio de Jalisco historical institute. At the time, Juan López, the city’s longtime director of parks and gardens, was known for dispatching trucks to plant roses throughout parks, plazas, roadsides, and other public spaces. Unfortunately, the practice was discontinued after his retirement, and today, the city’s roses are just a memory. López passed away in 2005.
Usually, the federal Consumer Protection Agency (Profeco) launches a campaign to prevent price gouging on this day. The agency claims to send out hundreds of officials to monitor flower sales nationwide, but the effectiveness of the campaign is debatable. Profeco acknowledges that prices always rise during this season and advises buyers to compare prices from multiple vendors if they have the time (see page 2).