FLOWERS ARE BIG BUSINESS GROWERS SAY DELIVERY RUSH HAS STARTED.

Byline: Krystn Shrieve Staff Writer

OXNARD - As Valentine's Day draws near, Ventura County flower growers say they're ready for the rush on everything from elaborate arrangements to the sweet romance of a single rose.

Skyline Flowers owner Joe Goldberg started shipping to retailers almost two weeks ago. Business is so good, he said, he's sold out of snapdragons, stock, lilies, freesias and star gazers.

``Every guy knows if he doesn't give you flowers he'll have to sleep on the couch,'' Goldberg said. ``Everyone will want them on Monday.''

Goldberg - who grows flowers on 300 acres in Oxnard, Camarillo and Santa Maria - said blossoms are the epitome of romance.

``Flowers are a luxury, they truly are,'' Goldberg said. ``What makes them romantic is that they look good, they smell nice and they brighten up a room when you walk in.''

Flowers also are the perfect way to accent a special Valentine's Day meal, he said. ``When you go out to dinner, it's just not Valentine's Day if you don't give flowers.''

Flowers also are big business in Ventura County, constituting its seventh most-profitable crop. According to the 1997-98 crop report, the most recent available, flowers were grown on roughly 1,400 acres and brought in $37 million.

Terre Ashmore, manager at Otto and Sons Nursery in Fillmore, oversees 80,000 potted roses in 450 varieties grown on 16 acres.

Although potted roses aren't as typical to give to sweethearts as cut roses, she said they last longer and smell sweeter.

``When you snip a greenhouse-grown rose there's no fragrance,'' Ashmore said. ``It has to be grown outside. You need to have a combination of the earth, the sun and the heat. That's what produces rich colors and fragrances - that's the best part.

``You can never hand someone a rose without them plunging their nose into it.''

Adding to the romance of roses is that they have a symbolic language all their own, Ashmore said.

White roses traditionally signify a first love or new love, while red blooms represent undying love or love remembered. Yellow roses denote friendship, and pink roses typically are given to young girls or those young at heart.

``The roses say something different depending on their colors and whether they are buds or in full bloom,'' Ashmore said. ``There's something instinctive that makes you respond to the colors of a rose.''

Jeff Mayeda, owner of Mayeda Cut Flower Co. in Oxnard, said Valentine's Day is the beginning of a springtime rush on flowers that will continue with Secretary's Day, Easter and Mother's Day - by far the biggest day in the business.

Flowers are special, he said, because they are a luxury.

THE LANGUAGE OF THE ROSE:

Red: Romantic love; I love you; congratulations; job well done

White: I am worthy of you; purity; keep a secret; innocence; youthfulness

Yellow: Joy; gladness; I care; welcome back; friendship; remember me; jealousy.

Pink: Perfect happiness; gentleness; please believe me.

Peach: Let's get together; closing of the deal.

CAPTION(S):

3 photos, box

Photo: (1 -- color) Jeff Mayeda, owner of Mayeda Cut Flower Co., said Valentine's Day is the beginning of a spring rush on flowers for the industry.

(2 -- color) Carlos Barcenas keeps track of assorted flowers - baby's breath is in the foreground - ready for shipment before Valentine's Day.

(3 -- color -- ran in Conejo edition only) At Mayeda farms in Oxnard, Ruben Mora arranges flowers prior to shipping them. Flowers are Ventura County's seventh most profitable crop.

Joe Binoya/Special to the Daily News

Box: The Language of the Rose (see text)