The story of Andrea Hidalgo is one of family, flowers, and a multicultural existence. Her energy is a blend of Latin and Caribbean, having been born in Ecuador and living in Trinidad & Tobago. Her journey into the world of flowers wasn't prearranged; it started the day she arrived at her father's rose farm following high school. She hasn't turned back since.
Currently serving as the Export & Strategy Manager of Wafex South America, Andrea connects farms in Ecuador and Colombia with customers worldwide. In addition to her role, she is a mother of two, a traveler, and someone who always finds time for happiness, education, and social interaction. She shares her story in this week’s 10 questions, as she reflects on her journey thus far and celebrates many milestones achieved along the way. Enjoy this week’s read.
Question 1
For those who don’t know you, who are you, and what do you do?
"Hi, I`m Andrea Hidalgo, but most people call me Andre 😊 I was born in Ecuador; however, I lived most of my life in the Caribbean, in beautiful Trinidad & Tobago. So, I am a true Caribbean-Latin mix! After graduating high school there, I came to Ecuador and landed straight into my father`s rose plantation. Since then. I`ve never left the flower world. Today, I`m the Manager of Wafex South America (Ecuador and Colombia), connecting farms with customers to deliver the world`s finest flowers. I also juggle being a mom of two amazing kids and somehow still find time to travel, study, exercise, and spend time with my friends and family."
Question 2
What is so special about your job?
"The magic of my job is that I don’t just “sell flowers”. I get to move emotions across the world! Somewhere, someone is smiling because of a box of flowers we shipped. And this is what makes it special! There is not one boring day, nor are two days the same at Wafex. One day, I`m negotiating freight rates, the next I am catching up with clients informing them of production, and then suddenly I find myself in a bed of roses in one of our exclusive farms.
I love the energy, the constant learning, and the endless conversations. Sometimes I swear I speak with four hundred people a day, from farms to clients in over forty countries! That Global connection is what keeps me alive and curious every single day."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"Oh plenty! The flower industry keeps me on my toes! Freight crises, volcano eruptions, political strikes, you name it…. We've dealt with it all!! One of my proudest moments was battling with the logistical chaos during COVID. Planes were grounded, demand was unpredictable, and yet, we found creative ways to keep sending and exporting our flowers. I learnt that resilience and humor… yes humor 😊 are the only way to survive in this business. Challenges always teach you that leadership is about staying calm, finding solutions, and keeping your team`s spirit high."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"The floral industry faces plenty of challenges, including rising freight costs, stricter regulations, climate change, and even shifting consumer trends. Planes are more expensive, buyers are more demanding, and Mother Nature doesn’t always play nice. But I see opportunities hidden in those threats. At Wafex, we’ve learned to pack smarter, diversify origins (Ecuador, Colombia, Kenya, Ethiopia, China, Australia, USA). I believe collaboration across the chain with farmers, exporters, freight agents, and clients is the only way forward. It`s always better to talk in “we” than in “me”"
Question 5
How has technology, such as e-commerce platforms or digital marketing, affected your industry? What strategies have you employed to stay competitive?
"Technology has completely changed how we connect and communicate. WhatsApp has become my office (no joke, I probably send 1,000 flower pictures a week to our customers/prospects). E-commerce platforms and digital marketing have opened new doors, especially in markets that we thought were unreachable. At Wafex, we use digital tools along with business intelligence to track, forecast, and communicate in real time. But remember that this is still a human-to-human business. We call it H2H! Because Digital tools are great, but the magic happens face to face with clients or when you're out in the farms touching the flowers!"
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"My biggest inspiration is my boss, Craig Musson, the founder of Wafex. He started in Australia with a big dream and turned it into a global flower company, always reminding us that this is a relationship business first. What I admire most is his calmness. When I go to him stressed out, he always reminds me, “Focus on what you can control, and let go of what you can't.” He trusts that I`ll do my best with what's in my hands, and for the rest, he brings an amazing sense of perspective. That mix of vision, trust, and calm leadership really inspires me."
Question 7
How do you handle stress or difficult moments in your life?
"Exercise, Exercise, and more Exercise! Moving my body is my therapy, whether it's boxing, running, or just sweating it out! It clears my mind and gives me the strength to face anything. When stress gets really heavy, I slow down with meditation or even treat myself to a massage. Over the years, I've learnt that discipline in exercise translates into discipline in life. It's my way of recharging, staying positive, and keeping both my head and heart strong."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"One of the best pieces of news for me lately was seeing the exciting leadership updates at Wafex USA. Steve Dionne, with his incredible track record at CalFlowers, rejoined as Managing Partner, and Ben Dobbe came in as Business Development Director with decades of industry knowledge. For me, it’s proof that Wafex continues to attract the best talent in the industry and build a global team with vision. It’s inspiring to see such strong leaders join, because it motivates all of us across Wafex to keep raising the bar worldwide."
Question 9
Which is your favorite flower/plant, and why is it good for you?
"My favorite flower is the White Magnum Chrysanthemum. Big, bold, and pure white. It`s elegant but also super strong, like a flower with attitude. For me, white means clean, fresh, yet classy, which makes it stand out. It’s the flower version of being powerful without shouting!"
Question 10
What are you doing this weekend?
"This weekend I will be travelling with my two best friends for a girls' trip to Bogotá, Colombia!!! I`m so excited for laughter, music, shopping, and of course some adventure!! For me, these moments are as important as work, filling up on joy and good energy with the people I love! Bogotá, get ready, here we come!"
All pictures courtesy of Andrea Hildalgo.
