Slideshow: A green rose for your sweetheart?

QUITO, Ecuador — Few Valentine’s Day lovers realize that the origins of their roses are anything but romantic.

The rose industry is said to be one of the most poison-ridden agricultural productions on the planet, notorious for dangerous pesticides, poor labor practices and environmental abuses.

But a handful of organic and certified rose growers in Ecuador have been working to transform that image. They are pushing "green" roses, free of chemical pesticides and fertilizers.

Located on the equator and with an elevation of nearly 10,000 feet, Ecuador provides nearly perfect growing conditions for long, straight roses with lush and lasting bulbs. The nation has become the world’s fourth-largest exporter of flowers, with the U.S. as its largest market, accounting for 61 percent of total sales.

Nevado Roses in Latacunga, Ecuador, boasts farming practices that are certified by nine organizations, ranging from Veriflora to Fair Trade. A section of the farm is certified fully USDA Organic and you can literally eat the roses that come from it.

Its products appeal to a rising number of green-conscious consumers abroad, and its clients include Whole Foods and the swanky French Laundry restaurants. Owner John Nevado is betting that American consumers are ready to shell out a bit more money for a more sustainable rose.

Nevado says, "Ultimately we are selling love, we are selling beauty, we are selling emotions."