How Colombian Flowers Conquered the US Market

One thing has come to symbolise Valentine’s Day more than anything – Roses. But where do these flowers come from and how do they arrive fresh? Nearly one billion rose stems have been imported into the United States alone in time for the annual celebration, reflecting the importance of the flower for the season and the season for countries that produce flowers.

For nearly 60 years, Colombia has been a major player in the flower trade, particularly when it comes to the United States. This trade is a key drive for Colombia’s economy, with the flower industry alone valued at US$1.3 billion, making it one of the nation’s most significant non-mining-related exports, second only to coffee.

“For this year’s Valentine’s Day rush, we are expecting a 3 percent year-on-year increase in flower imports, with 1,500 tonnes arriving daily. This will total approximately 90,000 tonnes of flowers, worth around US$450 million during the months of January and February alone,” Jimmy Morales, Chief Operating Officer at Miami-Dade County, explained.

“90 percent of the flowers come through Miami, and the remaining 10 percent go to Los Angeles. From there, the flowers are trucked to various destinations, including Canada,” Diogo Elias, Senior Vice president at Avianca Cargo, highlighted. “In the last three weeks alone, we’ve transported over 19,000 tonnes of flowers just for Valentine’s Day—twice the volume of a regular week. This volume increase makes this period especially intense and critical for us.”

From farm to vase

To reach key markets, it’s essential to deliver flowers perfectly, ensuring they arrive fresh and ready to be celebrated. Whether in a small corner shop in California or a major city on the East Coast, you’ll find Colombian flowers for Valentine’s Day, many of which come from farms outside Bogota and Medellin. 

“Our airline partners play a crucial role during this time in ensuring their timely delivery,” Morales expressed. Thanks to the hard work of …