After more than two decades with De Ruiter, Marcelo Vallejo has seen the floral industry from many angles. From helping introduce new rose varieties to navigating industry challenges across Ecuador and Central America, his story is shaped by experience, honesty, and a deep understanding of what flowers mean to people. In this week’s 10 Questions, Marcelo speaks openly about leadership, pressure, family, the future of floriculture, and the values that continue to guide him both in business and in life.
Question 1
For those who don’t know you, who are you, and what do you do?
"I am Marcelo Vallejo, a 48-year-old Ecuadorian. I have been married for twenty-four years, with two children, who are currently pursuing university education. I have worked with De Ruiter for the past twenty-two years. I joined at that time as a Sales Promoter, and for the past ten years, I have been in charge of the Agency in Ecuador and Central America, as the General Manager.
Being part of this prestigious company has helped me a lot to develop professionally and to know the world by observing the tastes and trends of rose consumers so that we can continue creating varieties that are pleasing to many consumers around the world."
Question 2
What is so special about your job?
"It is very rewarding to know that as a result of your work, many people are going to be moved when they see a new and beautiful rose, the product of at least seven years of extensive research. This is priceless and is what has kept me here for several years, and I continue to enjoy it since flowers, but mainly roses, generate emotions. Seeing our varieties in florist shops, supermarkets, and events around the world is truly a pleasure."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"Obviously, anyone who says they haven't faced challenges or obstacles in any job would be lying, haha!. Throughout my life at De Ruiter, I have had bosses and colleagues from whom I have learned a lot, both the good and the bad, strengthening me and teaching me to make good decisions and sometimes bad ones too, but that's part of life in general. The important thing is to learn. Normally, when there is a big obstacle, what I do is understand it well, share ideas with people, and solve it in the best way possible."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"In the flower industry, there are countless challenges and issues that arise year after year that are usually beyond our control. It would take a long time to describe them all. Currently, the cost of transportation is a major challenge due to high oil prices, which also affect the prices of plastics, fertilizers, and other inputs.
This is now a consequence of the war, which also contributes to less supply of flowers, as customers cannot easily reach the Middle East, for example, because there are no routes. Therefore, they have to sell their product elsewhere, causing prices to plummet. This is just one small example."
Question 5
How has technology, such as e-commerce platforms or digital marketing, affected your industry? What strategies have you employed to stay competitive?
"This is undoubtedly beneficial for the entire industry, as we can go directly from the farm without so many intermediaries and thus generate more revenue. We are hybrid producers, which is why we focus much more on digital marketing to reach a wider audience. I can't tell you about the rest of our strategies, as they are part of our strengths. I'm sorry."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"This is an excellent question. Within the industry, there have been five people who have been fundamental to my development, so I won't go into detail. I always have been, and still am, a great admirer of my parents. They taught us many principles and values that I've applied since I was little, and they're what allow me to walk down the street today without anyone pointing at me, since the most important of these is honesty. Of course, humility, simplicity, and perseverance are also very important, and I learned those from them as well. Leaving the world a better place than you found it is everything."
Question 7
How do you handle stress or difficult moments in your life?
"Sometimes I haven't been able to because I've broken down, especially in recent years. Having God in my life, exercising, and meditating are very important to me. These are, for me, the main tools that can help anyone manage stress. Cultivating them is very easy; it's just a matter of doing them every day. Start small and then gradually increase the intensity until you get the hang of it, and you're good to go. These are the ones that have worked for me."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"This year, witnessing firsthand the quantity and quality of flowers from China that are flooding into the surrounding area is undoubtedly very worrying, as many of these producers don't pay royalties and produce flowers in the same way China does.This is a major threat to producers worldwide; however, this industry is very strong. I am a great admirer of flower growers because it is a very complex business that requires many skills and is not for everyone. I am certain that we will continue to overcome obstacles. We, as hybridizers, are doing our part within China."
Question 9
Which is your favorite flower/plant, and why is it good for you?
"For over three years, my favorite variety has been Candy X-Pression by De Ruiter. Its garden form is perfect. At the cut point, it's a flower that packs very easily, but above all, it doesn't show much. Once you put it in the vase, the show begins, and watching it open and grow day by day is priceless. Many people, and I'm not being critical, see an unattractive bunch and don't buy. What I say is, be curious and give it a try. There are wide, beautiful varieties today that don't initially display their full beauty, like Sunny Days.
Question 10
What are you doing this weekend?
"I enjoy spending time with my wife, my parents, and friends. We get together at home to listen to music, share stories, joys, sorrows, play cards, and so on. That's what I do. I try to give advice and help as much as I can. Again, I'll say it again: Leaving the world a better place than you found it is the only thing one should do."
Marcelo Vallejo’s perspective is grounded in years of experience, personal growth, and a genuine appreciation for the people behind the floral industry. From speaking about resilience and innovation to sharing the importance of family, faith, and humility, his answers reflect someone who continues to learn while helping shape the future of roses worldwide. As the industry continues to evolve, voices like his remind us that floriculture is ultimately about people, emotions, and connection.
Know someone in the floral industry whose story deserves to be featured in Thursd’s 10 Questions? Whether they are a grower, breeder, florist, marketer, or industry thought leader, we would love to hear about them. Send your recommendations to edwin@thursd.com.
All pictures courtesy of Marcelo Vallejo.
