Augusto Solano announced that he will step down from the presidency of the Colombian Association of Flower Exporters, Asocolflores.
In this way, Solano closes a chapter that goes beyond the floriculture guild and becomes part of the history of Colombian exports and the country's international reputation. He will remain at the head of the Association until early April, marking the end of the most influential and decisive period in the history of Colombian floriculture.
As president of Asocolflores, he led the sector through some of its most complex moments, including the prolonged years of currency appreciation in the early 2000s, the crisis derived from the pandemic, and, more recently, the diplomatic crisis with the United States. During this time, he also consolidated a strategic vision that allowed Colombian floriculture to be projected as a global benchmark, with presence in more than 100 countries.
Long before sustainability became a strategic axis for companies and part of the global agenda, Augusto Solano had already incorporated it as a guiding principle of Colombian floriculture. This vision was reflected in the Florverde Sustainable Flowers certification, which today is widely recognized internationally. From Asocolflores, he was one of the pioneers in Colombia of a comprehensive approach that understands social respect, community well-being, and ecosystem protection as indispensable conditions for competitiveness and permanence in international markets.
© Asocolflores Augusto Solano (with award) at his induction into the SAF Hall of Fame
Under this approach, his leadership promoted the early adoption of world-class environmental and labor standards, strengthened formal rural employment, and encouraged responsible practices that are now recognized in major export destinations. Complementarily, Solano decisively promoted scientific research and innovation, linking the sector with academia and with national and international technical entities.
Through these efforts, he helped consolidate a modern floriculture industry based on knowledge, science, and sustainability, driven in part by the creation of Ceniflores, the Colombian Floriculture Innovation Center. Thanks to his management, Colombian floriculture achieved strong consolidation and gained high recognition and influence within the main international floral associations.
Additionally, his work and leadership at Asocolflores aided the development of a new generation of leaders who today hold executive positions in other associations. His leadership in floriculture has been so significant that over the last five years, he has received five international awards.
He also became the first person from the Americas to chair the Board of Directors of Union Fleurs, an international flower association in Europe, headquartered in Brussels. This milestone is reserved for the most influential and respected figures in the industry.
Among the main international distinctions he has received are the Extraordinary Order of Merit Edgar Wells for Floriculture from Asocolflores in 2025, induction into the Floriculture Hall of Fame of the Society of American Florists in 2025, the Ambassador Award from the American Floral Endowment in 2024, recognition from the Minister of Foreign Affairs of Japan in 2023, and the Leland T. Kintzele Distinguished Service Award from the Wholesale Florist and Florist Supplier Association in 2021.
Beyond positions and recognitions, Solano leaves a legacy of vision, rigor, and commitment to rural development, formal employment, and Colombia's reputation as a country capable of competing, engaging in dialogue, and leading from the agro-export sector.
For more information:
Asocolflores
https://asocolflores.org/
