Ecuador: Elite Farms acquires BellaRosa Group and Brown Breeding

BellaRosa Group and Brown Breeding are sold to Elite Flowers. The sale of these companies took place within a very brief timeframe; BellaRosa and Rose Connection were sold in January, and the sale of Brown Breeding was finalized this week.

The project started by the initiative of two Ecuadorian Entrepreneur Families: Luzuriaga and Brown. (left to right, Gonzalo Luzuriaga (email), Luis Luzuriaga and Felipe Brown)

Gonzalo Luzuriaga Arias, founder and Ex-President of the three companies, and CEO of BellaRosa Group, mentioned about the sale: “we are confident our clients, employees, Trademarks and Intellectual Property will continue to be valued and relevant for a long time as a result of the negotiations. “To everything there is a season,” the Bible tells us; it would seem the stars lined up just so the change in ownership could occur on excellent terms,” he said.

Gonzalo Luzuriaga was a worldwide ambassador of BellaRosa and Rose Connection, since the beginnings in 1996.

“Business has been good, and the company is poised to continue to develop in every sense. Certainly, the labor of 25 years will contribute to the continued growth of Elite Flowers”, added Gonzalo. The BellaRosa Group has always been dedicated to its people, the environment and to producing the best roses for all major markets in four continents since its conception. Currently BellaRosa is comprised of 60 hectares located in Tabacundo, Ecuador, at 3000 meters above sea level.

Toffee BB (#toffeerose) developed by Brown Breeding, is one of the most followed and valued cut flower rose varieties in the market with over 7000 Instagram posts.

Regarding Brown Breeding, Santiago Brown M., former Managing Director and founder, said: “Looking back at all these past experiences since 2005 it has been a wonderful journey. Breeding cut flower roses independently in Ecuador to sell to rose growers in several countries proved to be a phenomenal rollercoaster of achievements, disappointments, successes and learning opportunities. I'm truly thankful to the shareholders, partners, employees and customers who trusted our principles, strategies, genetics and products. It will be difficult to let "our BB" go, but we leave Brown Breeding in great hands.”

For more information 


Brown Breeding



The Elite Flower 

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