Daniela Lobato Jarrín does not speak about flowers as products. She speaks about them as legacy, teamwork, and responsibility. Raised in Quito, she grew up watching her father build what is today known as Agrivaldani.
Seven years into her own journey within the company, Daniela has moved from trial greenhouses to art direction, from tinting studios to leading a full brand transformation, and now into a newly created Purpose Department that blends marketing, innovation, community, and meaning. Her story on this week's 10 questions is about more than growth. It is about building something intentional in an industry shaped by uncertainty, global shifts, and constant change.
Question 1
For those who don’t know you, who are you and what do you do?
"My name is Daniela Lobato Jarrín, proudly born and raised in Quito, Ecuador. I’ve been connected to the floral world for as long as I can remember. My father entered the industry over 30 years ago, first constructing greenhouses, then unexpectedly discovering his passion for growing flowers. That journey led him to buy his first flower farm, Flores de Cotopaxi, followed by the farm that today has grown into Agrivaldani. For anyone who doesn’t know, Agrivaldani is a play on the word "agriculture" intertwined with the names of my sisters, Valeria, Alejandra, and me, Daniela.
Growing up, sometimes we tagged along with my dad to the farm and traveled with him to floral expos around the world. Those moments shaped my admiration for this industry long before I formally joined it. This year marks my seventh year working at Agrivaldani, and it has been an incredible learning experience. When I returned to Ecuador after studying in Canada, I didn’t have much hands‑on experience, so I started from the ground level, quite literally, in our diversification greenhouse, where we were trialing summer flowers. Later, I became involved in the Art Studio Department, learning the art of flower tinting and collaborating with our artists to create unique, colorful collections for our clients.
Over time, my role expanded into branding and marketing. In 2020, I led our transformation from being simply a flower farm to becoming a flower brand. Today, Agrivaldani is committed not just to selling flowers but to creating experiences, offering transparency, storytelling, and WOW moments for everyone who receives our blooms. Now, I am beginning a new journey managing the newly created Purpose Department. This department is a blend of everything that inspires me: marketing, branding, innovation, public relations, and community service. It brings together what I love and what I do best. This new space allows us to channel our creativity and vision into meaningful work that elevates our brand, strengthens our community, and ensures that purpose remains at the heart of Agrivaldani."
Question 2
What is so special about your job?
"What makes my job truly special is the combination of creativity, purpose, and people. Every day is different, and every project has the potential to create impact. Whether that’s through a new floral collection, a community initiative, or a branding idea that helps tell our story more beautifully.
I get to work with flowers, which already feels like a privilege, but I also get to experience the BTS: the hands that grow them, the clients who bring them to life, and the communities that surround our farm. My job allows me to connect all those pieces and transform them into something meaningful. At the end of the day, what makes my job special is that it never feels like “just a job.” It feels like contributing to something bigger—something rooted in family, passion, creativity, and purpose."
Question 3
Are there any specific challenges or obstacles you’ve faced in your job, and how did you overcome them?
"In this industry, every day brings a new challenge. So many factors are completely out of our control. One moment it’s the weather, another it’s local or international politics, transportation issues, strikes, market shifts, or even a pandemic! We all know perishables and global logistics don’t wait for anyone.
One of our greatest strengths is our communication culture and fast thinking. We work very closely across departments, and that allows us to react quickly, solve problems efficiently, and keep operations flowing. Challenges will always be there, but the way our team comes together is what helps us overcome them every time."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"One of the challenges we face as growers is that not everyone is aware of the journey of growing a flower. It’s a long and delicate process that requires careful planning, significant investments, and the work of many skilled hands. When people have the opportunity to understand this journey, they often appreciate the value of our product even more, which is why transparency has become such an important part of who we are. We love sharing the behind‑the‑scenes life of the farm and educating our clients so they can connect with the story behind every stem.
Another industrywide challenge is that demand still tends to revolve around trends and seasonal color palettes. With the enormous variety of flowers and finishes we growers can now offer, it sometimes feels like creativity gets boxed into what’s “in” at the moment. But the floral world is capable of so much more. Last year, together with our friend Shallima from Lottas Floral Studio, we hosted a masterclass called 'COLOR REVOLUTION'. The idea was to encourage clients, designers, and even fellow farms to explore new colors, break traditional patterns, and push the boundaries of what’s expected. We know we can’t transform the industry overnight, but we can inspire change – one conversation, one client, one bold color choice at a time."
Question 5
How has technology like e-commerce platforms or digital marketing affected your industry? Which strategies have you employed to stay competitive?
"Technology has transformed our industry in incredible ways. For us, this shift has been an opportunity because innovation is one of our core identity markers. We like change. We like learning, exploring new tools, and expanding our vision. This industry moves quickly, and staying competitive means staying curious. It means embracing new technologies while staying true to who we are.
Digital platforms have allowed us to reach clients in more dynamic, creative, and transparent ways. They give us the space to share our processes, our philosophy, our collections, and our purpose with a global audience. But even as we adapt to the fast pace of digital transformation, we remain grounded in our identity."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"My greatest inspirations have always been my parents and my sisters. Our journey of learning how to work together hasn’t always been easy, but it has been filled with growth and an incredible amount of love. As I like to say, we are perfectly imperfect. We’re all so different, yet we complement each other. My dad has taught us the value of hard work, perseverance, and integrity, not only in business but in life. He showed us that challenges are meant to be faced head‑on, and that good work speaks louder than any words.
My mom, on the other hand, grounded us with heart, empathy, and balance. She taught us how to stay connected to our humanity, how to lead with compassion, and how to always keep our values close, no matter how busy the world becomes. My sisters have shown me the true meaning of teamwork. Together, we’ve learned how to balance being sisters, friends, and business partners all at once. They remind me every day that vulnerability, collaboration, and laughter are just as important in business as strategy and structure. Agrivaldani is not just our family business; it is the reflection of who we are as individuals and who we are together."
Question 7
How do you handle stress or difficult moments in your life?
"When life gets stressful, physical activity helps me reset, so I usually go to the gym after work, and on weekends, I love playing tennis; it’s one of my favorite ways to disconnect and recharge.I also find a lot of comfort in spending time with the people and beings I love: my friends, my family, and of course, my pets. They always bring joy back into my day.
And sometimes, the best therapy is simply resting, staying in, watching a good show or movie, and enjoying delicious food. Those quiet, cozy moments help me slow down, breathe, and find balance again."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"For Agrivaldani, this past year has been incredibly rewarding. We broke both sales and production records, which was a huge milestone for us as a company. This is a reflection of our team’s hard work, dedication, and the passion we put into every stem we grow. Seeing our efforts flourish in such a meaningful way has been one of the brightest highlights of the year.
And outside of the floral world, one of the best pieces of news has been that Ecuador is going to play in another World Cup!!! As a big soccer fan, this will definitely be a highlight for 2026."
Question 9
Which is your favorite flower and why?
"This is such a hard question because we grow so many incredible flowers, and honestly, I truly love them all. Each one has its own magic. Lately, I’ve been absolutely obsessed with taking home our White Callas. They’re such an underrated product, but once you place them in a vase at home, they completely brighten up the room. They have this elegant, peaceful presence, and their vase life is top‑notch, which makes them even more special. I have also been loving our newest product: mini callas. They are vibrant, adorable, and full of character. No matter where you place them, they instantly add life, color, and charm to any arrangement."
Question 10
What are you doing this weekend??
"This weekend is all about enjoying the things that make me happiest. I’ll be spending time with my friends, playing a little tennis, going out to eat with my cousins, and then ending it, all curled up at home, watching the second part of the new Bridgerton season!"
Daniela’s journey reminds us that the future of floriculture belongs to those who combine family values, courage, creativity, and a clear sense of purpose. Her story is still unfolding, and it reflects a wider shift in our industry toward transparency, branding, and meaningful impact.
If you know a grower, florist, breeder, or industry voice with a story worth sharing, we would love to hear from you. Send your recommendations to edwin@thursd.com and help us spotlight the next thought leader shaping the floral world.
All pictures courtesy of Daniela Lobato.
