In Colombia, where more than 1,600 varieties of flowers are blooming and reaching more than 100 countries, there's a deeper story rooted in every stem—a story of inclusion, empowerment, and rural transformation.
The Colombian floriculture industry does far more than grow flowers. It cultivates equity, opportunity, and sustainable development across over 60 municipalities in Colombia. With more than 200,000 formal jobs—including 110,000 direct and 90,000 indirect—this sector is a vital pillar of rural employment, particularly for women.
In fact, 60% of direct employees in floriculture are women, three times the national agricultural average. Over half are heads of households, reflecting the sector's crucial role in household stability. Beyond wages, most affiliated companies to Asocolflores provide additional benefits, such as transportation, food, education, and housing subsidies.
The flower sector in Colombia offers 16 jobs per hectare, outperforming other major crops like coffee and bananas industries. What's more, 100% of jobs are formal, ensuring legal protections, healthcare, pensions, and social security.
Wellbeing that blossoms beyond the workplace
Asocolflores leads a comprehensive social responsibility strategy built on training, wellbeing, community engagement, and ethical business practices.
Flagship initiatives include several impactful programs aimed at enhancing well-being and empowerment. "Cultivo mi Bienestar" focuses on identifying multidimensional poverty risks among workers and provides personalized interventions to address these challenges. "Floreciendo Juntos" is a gender equity initiative recognized by Global Compact Colombia and Colsubsidio, which empowers women by offering leadership tools and life quality improvements. Another significant program, "Escuela de Supervisores," has successfully trained over 300 mid-level leaders, with women making up 52% of the participants in 2024. Additionally, "Cultivating Peace in the Family" is a life skills program that has benefited nearly 3,000 individuals by enhancing conflict resolution abilities and strengthening community ties since 2024.
The sector also invests in preventive health programs, conducting over 1,500 on-site breast cancer screenings and promoting regular checkups. Its housing assistance program helped 54 families in 2024 alone, formalize land titles and improve living conditions.
Meanwhile, extracurricular programs like sports Olympics, cultural and artistic workshops, and community school support help foster belonging and local pride.
An export of social innovation
In a world increasingly conscious of ethical traceability, Colombian flowers are becoming a symbol of shared value. From the field to the global market, these blooms carry with them stories of dignity, resilience, and hope.
As Augusto Solano, President of Asocolflores, says: "When we talk about export flowers, we must highlight not only their economic contribution, but also their immense impact on community development."
For more information:
Asocolflores
www.asocolflores.org