Guatemala's ornamental plants, flowers and foliage sector is currently experiencing another edition of Agritrade Expo & Conference, one of the most important events for the international promotion of the country's non-traditional agricultural products. Organised by AGEXPORT, the event runs from 18 to 20 March and brings together producers, exporters and international buyers interested in Guatemala's export offer.
The ornamental plants, foliage and flowers sector has a prominent presence at the fair. Brigitte Obrock, coordinator of AGEXPORT's Ornamental Plants, Foliage and Flowers Commission, explains that the event is structured in two distinct parts. "The first day is dedicated to technical and commercial conferences covering all non-traditional agricultural export products, and the following two days are the fair itself, where each commission presents its export offer."
The Ornamental Plants, Foliage and Flowers Commission has more than three decades of history within AGEXPORT. Founded in 1987, it groups producers, exporters and sector suppliers, and has become one of the most important platforms for the development of this industry in Guatemala. The sector currently brings together around 70 producing and exporting companies and has experienced sustained growth over the past several years.
During the exposition, the sector occupies two stands where commission members exhibit their products. In parallel, the organisation has scheduled business meetings with international buyers from markets including the Netherlands, Belize, Panama, Colombia and the United States.
"The format includes a business roundtable where we put together very specific agendas between buyers and producers," Brigitte explains. "It works like a speed dating format for business: buyers meet with different suppliers in brief ten-minute sessions, which makes it possible to generate a large number of contacts in a short time."
In addition to the fair and the commercial meetings, the programme also includes a panel discussion focused on trends and the future of the ornamental plants, foliage and flowers sector, with the participation of international experts. To round out the experience, interested buyers will also have the option of visiting producing farms, where they can see the country's cultivation systems and export offer first-hand.
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The sector's export offer
The Guatemalan ornamental sector presents a diversified offer organised into three main categories: cut flowers, cut foliage and potted ornamental plants.
In cut flowers, the main exported products include roses, orchids, lilies, birds of paradise, proteas and carnations. In the foliage segment, varieties such as leatherleaf fern, aralia and eucalyptus stand out, while the ornamental plant offer includes species such as Sansevieria, ponytail palm, dieffenbachia, pothos, aglaonemas and ivy.
"The Guatemalan ornamental sector produces around 300 species and more than 3,000 different varieties, which allows it to respond to a wide range of market niches and international buyer preferences," Brigitte notes.
Some of these species have seen renewed market interest recently. "We have seen that certain plants that had lost some prominence a few years ago are making a strong comeback," Brigitte explains. "Sansevieria, ivy and some tropical varieties in particular have been generating a lot of orders in the US market."
A sector that creates year-round employment
The ornamental plants, flowers and foliage industry also has a significant economic and social impact in Guatemala. The sector generates around 60,000 permanent jobs, approximately 75% of which are held by women from rural areas, making it an important driver of local economic development.
Production is spread across approximately 3,500 hectares distributed across different regions of the country, with continuous activity throughout the year thanks to favourable climatic conditions. The main producing areas are the South Coast (43%), the northern zone (26%) and the central zone (23%), with smaller areas in the eastern and western regions.
The United States remains the key market
Due to geographic proximity and market size, the United States continues to be the primary destination for Guatemalan ornamental plant and flower exports.
Export figures reflect the sector's established position in international markets. According to sector data, exports have grown from around $66 million in 2015 to more than $120 million annually in recent years, confirming the industry's sustained growth trajectory.
The sector is also actively working to diversify its destinations. "Central America has become an increasingly important market for us," Brigitte points out. "In the region, virtually no other country produces flowers and plants at the volume Guatemala does, with the exception of Costa Rica in the case of ornamental plants."
In recent years, new opportunities have also emerged in South American markets such as Chile and Ecuador, which have shown interest in specific ornamental products not produced locally.
The impact of tariffs and trade negotiations
Trade with the United States has recently been shaped by the tariff question. Over the past year, many Guatemalan products were subject to a 10% tariff, which generated concern across the export sector.
Recent negotiations between the two countries, however, have opened a more favourable outlook. "About a month ago, a delegation from Guatemala's Ministry of Economy and business representatives travelled to Washington to negotiate with US authorities," Brigitte explains. "The result was a preliminary agreement for around 70% of Guatemalan export products to return to a 0% tariff rate — a measure that would include the product categories covering ornamental plants, flowers and foliage."
Although the agreement still needs to fulfil certain administrative requirements before coming into force, the sector views the situation with optimism. Additionally, this development could offer a competitive advantage over other exporting countries.
"Colombia, for example, which is one of the main competitors in the US market, is currently facing tariffs of around 30% on some products," she adds.
New products and market trends
One of the most interesting developments in the sector in recent years is the introduction of orchids as a cut flower — a relatively new segment for Guatemala.
"Traditionally, the country has produced orchids primarily as potted ornamental plants. In recent years, however, a company with Guatemalan and Dutch capital has begun producing these flowers for the cut flower market," Brigitte explains. "This innovation opens up new commercial possibilities for the Guatemalan ornamental sector and responds to growing demand for differentiated tropical flowers in international markets."
Consumer trends have also been on display at recent international fairs, including TPIE — Tropical Plant International Expo — held in Florida, one of the sector's most important gatherings.
"We participated in that fair earlier this year and saw that the US market is showing strong momentum again," Brigitte says. "Last year was quite stable, but now we are seeing a real awakening in demand and a lot of orders coming in."
The sector also identifies new growth opportunities linked to technological innovation, the development of new products, and the opening of international markets across Europe, South America and North America.
"At AGEXPORT, our goal is to support the sector in strengthening its position in international markets, and Agritrade represents a strategic platform for connecting Guatemala's export offer with international buyers and continuing to position the country as a relevant supplier of ornamental plants, tropical flowers and foliage," Brigitte says. "It is an opportunity to show the full potential of our sector."
For more information:
Agritrade
15 Avenida 14-72 zona 13, Guatemala City, Guatemala
(502) 2422-3618
https://agritradecentralamerica.org/
