Eugenio Fojo y Márquez (born 1889; died 1960) was a Spanish rose breeder who founded "La Florida" in northern Spain and the Basque Country.
Fojo studied in England, Italy, the United States, Switzerland and Germany before returning to set up a business in Bilbao, Spain.
Probably using capital provided by aristocratic and well-heeled patrons, Fojo started "La Florida", a plant nursery, landscape design firm, and rose hybridizing enterprise which became very successful.
In the same year, he created 'Serafina Longa' and in 1934, produced 'Irene Churruca', which, with great triumph, won the Floral Gold Medal, also in Barcelona.
La Florida also issued 'Embajador Lequerica' — "flowers strawberry-pink, reverse Indian yellow at base passing to brick-red at edge" – in 1962.