Colombia and Ecuador: Gardens of Giants

Every February and May, the U.S. overflows with roses, carnations, and gerberas. Behind this floral flood is the powerhouse logistics of Colombia and Ecuador, two countries that turned their fields into multimillion-dollar export hubs. Guatemala, meanwhile, is cautiously stepping into the game.

Why it matters. Colombia and Ecuador have made floriculture a major source of foreign income, formal employment, and international recognition—carving out a strategic role in global agricultural trade, especially with the U.S.

• Together, they rank as the world’s second- and third-largest flower exporters, supplying over 70 % of the flowers sold in the U.S. during peak seasons like Valentine’s Day and Mother’s Day.
• In Colombia, flowers are the country’s second-largest agricultural export. In Ecuador, they’re among the top five non-oil exports. Both countries have shown consistent growth—even in tough economic times.
• But the impact goes well beyond numbers. They’ve built air cargo supply chains, promoted their national brands, and created thousands of formal jobs—many of them held by women.

Facts. Flowers don’t travel by truck—they fly. “On Valentine’s Day, we move around USD 20M worth of flowers, and about USD 22M for Mother’s Day,” says a floral department manager at a supermarket in Boston. Demand gets so high, logistics operations double.

• Avianca Cargo runs over 300 flights during peak season, while LATAM Airlines flies 12000 tons of flowers from Ecuador to Miami for Mother’s Day alone.
• Top sellers include carnations, roses, and alstroemerias. Bouquets start at USD 5.99 and go up to 9.99 for a 9-stem bunch, depending on format and country of origin.
• At wholesale distributors like Fresh Flower Distributors, Ecuadorian bouquets sell for about USD 47 per dozen.

Not so fast. 2025 brought some headwinds for Ecuador. Weather issues hurt production—but not as badly as expected.

• Mother’s Day exports dropped by 8 %, better than the 14 % decline originally forecast—hinting at a mild rebound.
• New U.S. tariffs are also in play, potentially threatening competitiveness.
• The 10 % tariff hasn’t shown an impact yet, but Ecuador is pushing to cut it to 6.8 % in upcoming bilateral talks.

Gone in a blink.  Despite having ideal climates, Guatemala hasn’t broken into the big leagues. “We’ve got diverse microclimates and geographic proximity to the U.S., but we lack infrastructure and technical support,” says Brigitte Obrock from AGEXPORT.

• No cold storage hubs, no direct cargo flights, and few certifications—all of that limits the country’s flower exports in both volume and value.
• The sector is fragmented and relies on small growers without financing, tech, or access to new varieties.
• “Guatemala isn’t competing with Colombia or Ecuador just yet—but it could go head-to-head with Costa Rica,” the manager adds, pointing to a possible path but still under construction.

What’s next. The future of floriculture in the region will hinge on innovation, diversification, and standing out in a crowded market. “Guatemala needs a country brand and a real promotion strategy,” Obrock stresses. The clock is ticking.

• AGEXPORT is working with MAGA and Mineco to streamline certifications like Global G.A.P. and open doors in European and Asian markets.
• The coming seasons will be critical. Colombia and Ecuador have raised the bar, and any country looking to compete will need to match their logistics game.
• “Colombia and Ecuador blow us away—every single season,” says the manager, echoing what many buyers think.