Bouvardia is an ornamental crop with attractive flowers in a great variety of colors. In temperate climates production takes place mainly in glasshouses, as the plants are not winter hardy. Only one cv of B. longiflora, usually called B. humboldtii, is grown outdoors during summer. This plant blooms with large, creamy white flowers which have a strong scent. The other cvs are hybrids with white, pink, and red flowers. Better planning and control of production, and improvement of the vase life (by using preservatives) have renewed commercial interest in this old crop.