In Colombia, the relationship between women and flowers goes far beyond traditional notions of beauty or sensitivity, shares Asocolflores. Since the emergence of export floriculture more than six decades ago, the industry has become a platform for social transformation for thousands of rural women.
Today, Colombian floriculture is an international benchmark for sustainability and social development. Women represent 60 percent of the more than 240,000 jobs generated by the industry, and more than half of them are single heads of household. Their daily work makes it possible for millions of flowers grown in the country to reach homes, supermarkets, hotels and restaurants in more than 100 countries, connecting rural Colombia with consumers around the world.
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"Thanks to flowers, rural women found a path toward independence and dignity. This activity made possible what once seemed unimaginable in rural areas: that a woman could earn her own income and manage her household economy without depending on a partner. Today it forms the foundation of an industry that continues breaking barriers so every woman can shape her own future," said Augusto Solano CEO of Asocolflores.
Beyond producing flowers for international markets, the industry has developed a long-standing social agenda aimed at promoting well-being, health and women's leadership in the rural regions where it operates.
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Health and well-being: closing gaps in rural areas
One of the most recent initiatives led by Asocolflores is the Breast Cancer Prevention Program, which since 2023 has reached 2,303 women working in the sector. The initiative responds to the challenges of accessing healthcare services in rural areas and combines advanced technology with a culture of prevention promoted by flower companies.
Through these actions, the industry contributes to addressing one of the leading causes of female mortality, turning early diagnosis into an opportunity for life for thousands of women.
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Programs with international recognition
Colombian floriculture has also promoted initiatives that foster safer and more inclusive family and workplace environments. The program "Cultivemos la Paz en Familia" (Let's Cultivate Peace at Home), led by Asocolflores for more than two decades, has benefited more than 54,000 people.
In 2025, the initiative was recognized by the United Nations Global Pact (Colombia Network) for its contribution to Sustainable Development Goal 16, highlighting how strengthening peaceful conflict management contributes to family well-being and more resilient communities.
Another key initiative is "Floreciendo Juntos" (Blooming Together), the sector's flagship gender equity program, which has benefited more than 5,000 participants and generated structural changes within companies:
- 100 percent of participating companies have adopted formal gender equality policies.
- The initiative has been recognized by the United Nations Global Compact for its contribution to SDG 5 (Gender Equality).
- It also received the Xposible Award from Colsubsidio, recognizing projects with significant social impact.
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Women's leadership across the value chain
Promoting women's leadership is also part of the sector's long-term strategy. Programs such as the Supervisors' School have strengthened the skills of 262 women leaders, preparing them to assume management and leadership roles within companies.
The initiative, focused on leadership, communication and team management, was a finalist in the 2025 Sustainability Links Awards by BritCham Colombia, demonstrating that human talent development is a key component of the international competitiveness of Colombian flowers.
Today, floriculture generates 25 percent of formal rural employment for women in Colombia, meaning that one in four rural women with formal employment in the country works in this industry. This impact is complemented by ongoing programs in training, well-being and technical development aimed at ensuring economic stability and professional growth opportunities.
"Women's leadership in floriculture is everywhere: in post-harvest supervision, in company leadership and in the transformation of their own households. We work to ensure that each of them has the tools to flourish with autonomy and dignity," Solano concluded.
For more information:
Asocolflores
www.asocolflores.org
