Promoting Colombian flowers at WFFSA

The Flowers of Colombia brand, led by Asocolflores, participated one more year as the main sponsor in the Floral Distribution Conference (FDC) organized by the Wholesale Florist & Florist Supplier Association (WFFSA), held this year in Miami from March 1 to 4, a meeting space for the floral distribution chain in North America.

The presence of the Colombian flower industry at this event was strategically aimed at promoting and positioning Flowers of Colombia among attendees. It also helped strengthen relationships with wholesalers, suppliers, breeders and other key industry stakeholders, while showcasing Colombian flowers within the distribution network that connects growers with florists, supermarkets and other market channels.

© Asocolflores

For the Colombian floricultural industry, the main supplier of fresh cut flowers to the U.S. market, this meeting represents a strategic opportunity to exchange perspectives with the actors who shape the floral trade and to gain first-hand insight into the trends driving the evolution of the sector.

As Floral Partner of the event, Flowers of Colombia had an institutional presence throughout the conference through communications directed to attendees, event signage and mentions in WFFSA's official channels, strengthening the visibility of the sector among leaders of the floral industry.

Recognition of innovation in floral varieties
One of the highlights of the conference was the Floral Xcellence Awards, a competition that recognizes the most innovative floral varieties presented to the industry during the event. Since its creation last year, Flowers of Colombia has been the main sponsor of these award, associating the sector's brand with innovation, quality and the development of new varieties within the global floral industry. The participation of Flowers of Colombia in this space also reflects the diversity of the country's floral offering, as Colombia's wide range of varieties and year-round production make it a key origin for innovation within the global flower industry.

During the Opening Reception, the president of Asocolflores, Augusto Solano, participated in the ceremony in which the winners of the competition were announced.

This competition brings together breeders, growers and international buyers who present new varieties to industry professionals, becoming a platform for showcasing genetic innovation and the development of new products within the floral industry.

© Asocolflores

Networking spaces with industry leaders
During the Networking Breakfast, one of the central moments of the conference, Asocolflores presented an institutional video about the Colombian floriculture sector and participated in the presentation of the People's Choice Award of the Floral Xcellence Awards competition, reinforcing the sector's presence among event attendees.

During this same space, the event organizers also held a farewell tribute to Augusto Solano, president of Asocolflores, who is concluding a career of more than two decades leading the Colombian floriculture association.

In his remarks, Solano recalled that one of his first encounters with the international floral industry took place precisely at a WFFSA conference in Las Vegas, which made it especially meaningful to close this chapter during this year's conference in Miami.

The participation of Flowers of Colombia in the Floral Distribution Conference reaffirms the importance of these types of spaces for strengthening relationships with the actors who connect production with international markets. Through its presence in these industry gatherings, Colombian floriculture continues to consolidate its position within the global floral supply chain, promoting the diversity, quality and sustainability that characterize Flowers of Colombia in the world's leading markets.

For more information:
Asocolflores
www.asocolflores.org