In the heart of Ecuador’s floriculture scene, where vibrant flowers meet decades of tradition, Gabriela Hidalgo stands out as a compassionate leader with a creative soul. As the Vice President of Sunrite Farms—a family-founded rose farm with deep roots—Gabriela brings more than just business acumen to the table. Raised among the rows of roses her father planted back in 1987, she carries forward a legacy grounded in excellence, people, and purpose.
This week, we had the pleasure of sitting down with Gabriela through our 10 Questions series to talk about her journey, the joys and challenges of leading in the floral world, and what makes Sunrite not just a flower farm, but a flourishing community.
Question 1
For those who don’t know you, who are you, and what do you do?
"I’m Gabriela, born and raised in Quito, Ecuador. By training, I’m a recreational therapist, but my passion for the flower industry runs deep—thanks to my father. He founded Sunrite Farms in 1987, and some of my earliest memories are of being on the farm, surrounded by roses and hard work. Now, I live with my partner, Victoria, and our dog, Gus. My creative side thrives in the flower industry, where I’m constantly inspired, while my strong compassion for social justice keeps me grounded.
What makes my job so meaningful is the people I work with. Sunrite has a team of dedicated individuals, some of whom have been with us for over twenty years. I grew up alongside these incredible people, and that shared history makes every rose we deliver even more special. My role encompasses many areas: from leading the marketing department, where we’ve brought creative strategies and a fresh approach to brand positioning, to being present on the farm, ensuring we solve problems as a team, and overseeing sales and human resource initiatives. Above all, my commitment is to the people—ensuring they know that I’m here, working alongside them to deliver excellence."
Question 2
What is so special about your job?
"What makes my job truly special is the dynamic and ever-evolving nature of the rose industry. No day is ever the same, and every challenge brings an opportunity to think creatively and problem-solve. It's not just about growing roses—it's about ensuring the well-being of the people who make it possible. From the land to the lab, and from our internal teams to our clients, there is a shared goal of excellence. At Sunrite, we focus on collaboration, which not only makes it fulfilling but also a source of joy, especially when we’re impacting the lives of over 600 families."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"One of the most consistent challenges we face is communication. In an industry like ours, with so many moving parts and people working towards the same goal, miscommunication can sometimes create obstacles. The nature of the rose business, with its dependence on the weather and various external factors, means that things don’t always go as planned.
Last year, we encountered a few of these challenges, but by getting involved in every stage of the process and staying connected with the team, we were able to address the issues and continue moving forward. The most rewarding part was seeing how these efforts not only strengthened our internal team but also reinforced the trust of our clients. Despite the unpredictability, we always rise to the occasion and continue to innovate and grow."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"The shift in consumer perception poses a continual challenge. The "cliché" of the rose, while classic, can sometimes hinder the rose's desirability. As growers, it’s our responsibility to ensure that consumers understand the full story behind every bloom, from our eco-friendly initiatives to our commitment to quality. It’s about educating the market on how integral the flower industry is to Ecuador’s economy and the lives of those involved. At Sunrite, we embrace eco-social initiatives that allow consumers to see the true value of the roses they purchase."
Question 5
How has technology, such as e-commerce platforms or digital marketing, affected your industry? What strategies have you employed to stay competitive?
"We focus primarily on the wholesale market, but e-commerce has been an incredible tool for reaching clients in markets where we’re not yet present. Digital marketing has allowed Sunrite to create a brand identity that reflects our commitment to quality. This past year, we built a marketing team, and it’s been incredibly rewarding to creatively showcase our roses. Measuring the impact of our campaigns and connecting with new clients has opened up a world of opportunity."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"My father, Julio, is the role model I look up to. A pioneer in the industry, he founded Sunrite with a strong vision. His background in agricultural and industrial engineering, coupled with his MBA, gave him a well-rounded understanding of both the technical and business sides of floriculture. What I admire most about him is his incredible memory—he could remember everything, from each variety in the greenhouse to the people behind every project. His charisma and knowledge made him not only a leader in the field but a beloved figure in the industry."
Question 7
How do you handle stress or difficult moments in your life?
"I manage stress through a combination of physical activity and creative outlets. I’m passionate about exploring true connections through physical activity, creativity, and spirituality. I go to the gym regularly to disconnect and stay active, and I also enjoy ceramics, which gives me a space to be creative outside of work. Hiking through Ecuador’s beautiful landscapes is another way I recharge and find balance. In a fast-paced industry like ours, it’s important to nurture mental health so you can face challenges with clarity and resilience."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"The best news for Sunrite this year has been the positive feedback from both our clients and our team. We've seen significant growth, not only in our external client relationships but also within the company itself. Positioning our brand more effectively and engaging with our employees has boosted morale and created a stronger sense of belonging. The increase in customer satisfaction is a direct result of our dedication to hard work, open communication, and collaboration. We’re proud of how far we’ve come, but even more excited about how we continue to grow and pioneer new standards in the rose industry. This feedback reassures us that we are leading the way, not just meeting expectations but exceeding them."
Question 9
Which is your favorite flower/plant, and why is it good for you?
"Although I work with roses every day, my favorite flower is Ranunculus. The variety of bright colors they come in, combined with their unique shape and the fluidity in their movement, captivates me. I also adore lilies for their dramatic form. When it comes to roses, I’m particularly fond of spray roses like Volans, Sahara Sensation, and Babe. They offer a more natural feel, with movement and elegance in every bloom. For roses, Free Spirit and Princess Crown stand out for their organic beauty."
Question 10
What are you doing this weekend?
"This weekend, I’m planning to explore more of Ecuador’s beautiful landscapes. Hiking through the Andes and discovering new places to relax and connect with nature is always a highlight for me. I’ll also make time to see my friends and family, relax at home, and probably go to the farm to see how everything is going. It’s all about balance, and I’m looking forward to a peaceful and productive weekend."
All pictures courtesy of Gabriela Hildalgo.
