Big in Japan
The bell-shaped blooms of wild lisianthus (Eustoma exaltatum ssp. russellianum) are on open display in the summer sunlight. PHOTO Wildflower Center
SUNNY — MY FRIEND AND UNOFFICIAL TOUR GUIDE — and I were traveling to learn about a United States native flower that has won the admiration of a country on the other side of the globe. Japan is a fan of lisianthus to say the least. In the words of the international seed producer, Sakata Seed Corporation, “We strongly believe that the day will come when lisianthus overtakes the rose.”
Sunny and I alternated between sitting and standing, as our train soared past buildings and passengers filtered on and off at each station. We were on a mission to discover how a plant found on the North American continent crossed the Pacific to win the affection of the Land of the Rising Sun.
Outside of the cut flower trade, lisianthus goes by many common names: prairie gentian, prairie rose, Texas bluebells, or just bluebells. In plant taxonomy, the scientific name for the genus is Eustoma. The genus name is derived from Greek, with eu- meaning good and stoma meaning mouth. This genus name refers to the large bowl- or cup-shaped flowers formed by the petals in what botanists call a corolla.
The second part of the scientific name, the specific epithet, is debated by plant taxonomists. As Dr. Jonathan Flickinger, conservation collections manager for the Wildflower Center, noted, “There’s actually a lot of synonyms of the species” with “different people’s opinions [on how many species to recognize] going back and forth, and there’s not a lot of genetic evidence.” In other words, there isn’t enough evidence yet for an agreed upon species name usage, with different sources from horticulturalists to taxonomists settling for different species names. Yet, for our purposes, E. exaltatum ssp. russellianum (also known as E. russellianum) will do.
A single wild lisianthus produces a multitude of deep-purple flowers that are supported by glaucus, herbaceous stems and foliage. PHOTO Wildflower Center
Lisianthus boasts a native range sweeping from the northern Great Plains of the United States, and diving south to Mexico. The flower tends to thrive in wet environments with good drainage. In arid or semi-arid regions, lisianthus grow next to oases, natural springs, floodplains, and even off roadsides where there is enough runoff from pavement to provide adequate water. In locations with more rainfall, you’re more likely to see wild lisianthus growing in soils with good drainage that are not prone to flooding for extended periods, such as soils composed of large sediments like sand. The right combination of full sun, summer heat, and optimal water can result in entire fields of blooming flowers. Depending on the region, lisianthus can grow as an annual, biennial or perennial.
Sunny, as a source of light, managed to disperse most of my cultural and linguistic fog. We left the station to walk towards the front entrance of Sakata Seed Corporation Headquarters, in a suburb of Yokohama. I was curious to know more about the cultural history of lisianthus in Japan, and the future of this flower in the trade. This is where Yuzuru “Joe” Hotta, lisianthus global product coordinator for Sakata, offered his guidance. I attempted my greeting. I introduced Sunny, who provided a more polished introduction.
Among my list of questions, one in particular was burning in me to ask, “Does Sakata still think lisianthus will one day overtake the rose in the international flower market?” To this question, Joe had one clear, deliberate answer: “Yes.”
Cultivation of lisianthus in Japan didn’t start until the 20th century, when the first commercial cultivars of lisianthus were rolled out in 1933. During World War II, however, important breeding research records were lost in the ensuing destruction, a major setback for the lisianthus trade in Japan. The credit for safeguarding and continuing cultivation of lisianthus through this turbulent time goes to local growers, predominantly in Nagano and Shizuoka prefectures.
After the war, cultivation of lisianthus bounced back with renewed vigor. Lisianthus transitioned from a multi-flower stem to single-flower stem with cultivars like Sakata’s own “Shihai – Blue Cup” in 1975. Varieties like “Mine-Peak” in 1981 led away from potted plants and toward the modern lisianthus cut flower trade of today. Varieties like “King of Snow” in 1990 set the stage for the international market of double flower lisianthus, boasting two sets of petals for each flower. This trend has led to the development of the Rosita series, which Sakata describes as “The rose without thorns.” I’d say the resemblance is indeed uncanny; the flowers are doppelgangers, but I’ll let you be the judge. You may have unknowingly seen these flowers out and about in the United States, as they are becoming more popular in weddings.
Today, lisianthus is a favorite cut flower in Japan, currently ranking as the seventh most popular floral trade cut flower. Lisianthus ranks in the top ten of cut flowers globally, and is in sixth place in Europe, with breeding programs in full swing. Recently, Sakata has come out with pollen-free varieties which will help maintain quality during transport and increase the vase life of the flowers. Sakata has also developed varieties free from lisianthus rosette, a condition where seedlings, in response to too much heat during early growth stages, develop whirled, rosette-like leaves, have a more stunted growth form, and are less likely to flower. With this advancement the production process is simplified and expands where lisianthus can be successfully grown.
Look closer – there are no roses in this flower arrangement. The lookalike is Rosita 3 Champagne Ver. 2, one of over 250 varieties cultivated by Sakata Seed Corporation. PHOTO Sakata Seed Corporation
Innovation is part of Sakata’s long-term strategy for advancing lisianthus on the global stage. As Yuzuru explained, commercial roses often have a vase life of around 10 days with typical commercial handling. Lisianthus has 14, with some varieties now boasting 20–21 days. According to Yuzuru, the United States is one of the newest markets. Sakata Seed is poised to put further plans to action as Yuzuru confirmed, “Yes, we have over 70% of global market share of lisianthus seeds.” Did I mention that lisianthus is also known as “the thornless rose”? Okay, to be botanically correct, rose thorns are technically called prickles, but you get the point — no pricking of fingers here.
The people of Japan favor lisianthus in bouquets for weddings and other important events, sometimes even for funerals. Japan has an age-old cultural reverence for flowers, from the chrysanthemum (the national flower), Nintendo’s beginnings in 1889 making hanafuda (“flower cards”) playing cards, and ikebana (the art of flower arrangement), where lisianthus abounds. Sunny showed me the haunting beauty of red spider lilies all over the city as we walked past cherry trees that will bloom next Spring.
Sakata Seed has an annual lisianthus open house every July in Kakegawa to celebrate the peak blooming season of the flower and new cultivars. Flowers crowd the planting beds, as stems shoot up 3 to 4 ft, towering next to presenters introducing each new variety. On our way out of HQ, Yuzuru mentioned the 2027 Green Expo: “It will be the 1st international flower show in Yokohama, Japan.” The meteoric rise of lisianthus over the past several decades has resulted in the moniker, “the next rose.” This may be so … who knows. What is known is that lisianthus is the new contender to enter the ring, and Sakata Seed is a major sponsor.
In this ring where games of floral power are at play, there’s no telling as to the outcome, but we are in for a great show!
While cultivated lisianthus enjoys celebrity in Japan, the United States hasn’t shared exactly the same enthusiasm. According to lisianthus expert Dr. John Dole of North Carolina State University, the flower has not garnered as wide a recognition among consumers in the states as roses. However, this may soon change as Dole led me to the United States Department of Agriculture’s (USDA) National Agricultural Statistics Service (NASS).
According to NASS records for 2023, sales nationally of lisianthus cut flowers resulted in a revenue of $3.2 million. For perspective, total revenue for cut flower roses during the same year was more than $14.5 million. Roses made approximately 4% out of the near $350 million total of all cut flower sales in the U.S. for 2023. Dole also pointed out that as many as 366 operations reported growing lisianthus in the United States during 2022. Small growers who do not report their stats may have grown lisianthus for far longer than the USDA would suggest, with lisianthus gaining ground in the United States. Lisianthus is sold in flower shops and retail chains across the United States and we are still talking in the millions. I found lisianthus flowers from Ecuador on sale in my local supermarket in Iowa City, Iowa. Lisianthus has arrived, but not with the same vigor as in Japan.
Is the United States missing out on lisianthus, culturally? According to Dole, yes. Yet, the rose’s station as number one in the United States market may no longer be secure.
Amidst a crowded cultural space, lisianthus already has long roots in a not so obvious place, under another name. On an early morning drive, I noticed wild Texas bluebells (Eustoma exaltatum ssp. russellianum) blooming in a roadside ditch near Rising Star, Texas. That same day, while on Texas State Highway 36, I realized, thanks to the local radio, that July 23rd in 2024 was National Vanilla Ice Cream Day. Just two days prior, apparently National Ice Cream Day was celebrated on Sunday. I usually don’t put much stock in national this-or-that day, but today was an exception. My destination was Brenham, Texas.
Brenham is home to a Southern United States staple: Blue Bell Ice Cream. If you stop by the visitor center, you’ll notice a rectangular old pharmacy store sign bearing the unmistakable image of Texas bluebells, as lisianthus is called locally. Yet, with careful attention and helpful guides you start to notice the wildflower popping up everywhere. I had the pleasure of meeting with Joe Robertson and Lauren Lewis, my guides for my visit to Blue Bell headquarters. All kinds of signage, products and advertisements were graced with the blue flower. Over the years, the flower has been in neon lights, part of a sweepstakes to see the Beatles, and featured in a humorous take on Grant Wood’s American Gothic. The staircase that leads from the first floor to the second-floor ice cream parlor is adorned with past floral designs of the Texas bluebell, including a landscape view of a field full of Texas bluebells and a four-by-four-foot bold, bluebell sign hanging like a family crest.
E. F. Kruse first settled on the name Blue Bell Creameries in 1930, “after the native Texas bluebell wildflower.” Joe and Lauren both recalled when Howard Kruse (son of E.F.), in 2023, noticed a large field of Texas bluebells blooming in all their glory. They couldn’t pass up the opportunity to get stunning photographs of the flower that represents their family and Blue Bell so well.
The people of Blue Bell can nearly time the peak of their ice cream sales and visitor activity with the blooming of Texas bluebell, the flower. As Lauren put it, “the heat that brings out the wildflower is also perfect ice cream eating weather.”
I still think about how even the designs of the doorways at the visitor center had floral patterns molded in the door handles or stained glass in shades of the wildflower itself. The cultural prominence of Blue Bell ice cream is well known and revered, and Texans are particularly loyal. Growing admiration of the Texas bluebell wildflower is sure to follow.
A solitary, wild bluebell flower presents its stigma and anthers to pollinators. PHOTO Bruce Leander
However, floral admiration may have led to a reduction of this flower in the wild. Folklore suggests that upon finding the flowers in the wild, early pioneers cut them for bouquets so heartily that the number of wild plants was reduced. Land use changes that alter the landscape are another factor in the decline of plant populations in the wild. Despite these past and present threats, the Texas bluebell is neither endangered nor threatened. Dr. Flickinger clarified, “it’s not really a species that would be considered of conservation concern.”
One of the main reasons for this designation (as shown in records from sources like NatureServe) is the extensive native range. Yet this doesn’t indicate uniform distribution of species populations across such wide geographic ranges. Even so, today, if you have the pleasure of seeing this wildflower in the landscape, take photos only, so others can enjoy them for years to come.
The type of lisianthus that’s grown and sold through the commercial floral industry comes solely from limited genetic material that was collected many years ago, from Colorado to Texas, during the early 20th century. There was a resourceful and ambitious horticulturist from Japan who first realized the potential of the plant. There’s no way to confirm who this mystery horticulturist was, but he or she industriously brought seeds of our native wildflower across the Pacific, to the other side of the world, where they were cultivated, cherished, and continue to flourish.
Yet, does the cut-flower industry today pose a threat to wild populations? Flickinger responded, “as far as the impact of the cut-flower industry I would think it’s better that people are growing it than people harvesting it from [the] wild.” Because of the wide geographic distribution of the species, habitat loss is still a greater concern to plants than the floral industry. And if you’d like to promote the native species in the landscape, Flickinger recommends trying to find a local source, since Texas bluebells “seem to be fairly adaptable, but you want to make sure you’re planting them in the right place.” Look for local native plant growers and native seed producers as close as possible to your area. Locally-grown and sourced plant material can give you greater genetic chances for successful plantings.
In light of the singular original genetic material forming the basis of the entire global lisianthus industry, it appears that greater genetic richness likely lies untapped across the wider native range of the species. Books on native Texas flora refer to written reports and dried plant specimens in herbaria that indicate a wide range of traits in wild populations. Along with variation in flower size, Eustoma (wild lisianthus) exhibits multiple flower colors. In consulting the Flora of North Central Texas, there are potentially five different flower colors split into respective formae (another fine-toothed comb of a taxonomic term): grandiflorum (standard blue to purple), fisheri (solid white), bicolor (white with a red center), roseum (pink), and flaviflorum (white with a yellow center). There’s no telling what other varieties and forms of this species are in the wild still.
The people of Blue Bell Creameries can nearly time the peak of their ice cream sales and visitor activity with the blooming of wild lisianthus, the flower after which the company is named. PHOTO Blue Bell Ice Cream
In two studies, back in 2022 and 2023, researchers successfully mapped the genome for Eustoma grandiflorum (another synonym!). This important step sets the stage for future studies that can potentially develop genetic markers for the species. Through this, doors open to population genetic studies that not only shed more light on the diversity and taxonomy of wild populations, but provide a record of beneficial plant traits found in the wild—even for the lisianthus cut-flower industry. New evidence from future research may aid to settle the taxonomy of the Eustoma genus.
This is also where a dedicated gene bank for Eustoma is of considerable interest. Such a resource gains added importance when facing the challenges of future diseases, plant pests, heat/drought stress, and a host of other potential threats to lisianthus flower production. As Dr. Flickinger mused, “Perhaps there is a need for a Eustoma gene bank.”
Searching the Germplasm Resources Information Network (GRIN), provided by the USDA, I found the Ornamental Plant Germplasm Center (OPGC). Headquartered at The Ohio State University, the OPGC specializes in the conservation of genetic material for herbaceous ornamental plants, including related wild types. Closer to home, the Wildflower Center curates and preserves an extensive collection of native seeds of Texas in their seed bank: great for research and conservation.
Having similar facilities and resources, along with the necessary records of existing wild populations may in the future prove useful also for ensuring this wondrous flower stays in our landscapes, to dazzle and gleam in the heat of summer.
If the show is to go on, whether at home or abroad, then cultivated and wild conservation of the species is the solution, for continuing sweet summer memories and the soothing of the soul.