For Colombian floriculture, Mother's Day represents one of the most significant moments of the year. This season not only showcases the beauty and diversity of Flowers of Colombia but also brings to light the remarkable logistical effort behind reaching global markets with millions of stems that brighten the lives of mothers worldwide.
To highlight this process, Asocolflores, the Association of Colombian Flower Exporters, launched a targeted communications strategy in collaboration with LATAM Airlines and media outlets both in Colombia and abroad. The initiative aimed to showcase the value of Colombian floriculture as a vital contributor to international markets and reveal the complex logistics that ensure freshness and quality from origin to destination.
The strategy started in Antioquia, one of Colombia's main flowers producing regions (accounting for 27% of the country's flower exports), journalists visited a farm in Rionegro to observe firsthand the cultivation and post-harvest preparation of Colombian flowers. The tour continued to the José María Córdova cargo terminal, where media outlets witnessed the rigorous quality and security protocols that govern floral exports. Notably, 92% of Colombian flowers are shipped via air freight, underscoring the industry's reliance on efficient logistics.
The journey then moved to Miami, USA, a key gateway for 79% of Colombia's floral export volume. There, media representatives observed the arrival, inspection, and distribution processes that ensure the flowers reach American homes on time for the celebration.
During this visit, Christine Boldt, Executive Vice President of the Association of Floral Importers of America (AFIA), emphasized the economic and employment impact of Colombian floriculture on the U.S. floral supply chain. We also met with Jimmy Nares, Section chief of Marketing of the Miami International Airport, who also talked about the importance of the floral industry arriving in the Miami international airport and the impact on the economy of the area. The final stop included a distribution center of an Asocolflores member company, where journalists witnessed how flowers are sorted and shipped to major U.S. supermarkets.
This initiative reaffirmed the strategic value of Colombia's floral industry—not just in terms of exports, but as a symbol of connection, care, and cross-border collaboration. Through storytelling and visibility, Asocolflores continues to position Flowers of Colombia as more than a product: they are an experience that links nations, families, and hearts.
For more information:
Asocolflores
www.asocolflores.org