After 25 years at the helm of Asocolflores, and upon announcing his retirement, Augusto Solano is internationally recognized as one of the most influential figures in the industry and as the architect behind the promotionof Colombian flowers, now present in more than 100 countries. Here's the latest news on the closing of a fruitful chapter in his life.
A Historic Farewell for Augusto Solano After a Career of Global Impact
After being inducted a few months ago into the Hall of Fame of the Society of American Florists (SAF), the highest recognition in the global floral industry, and receiving last October the 'Extraordinary Order of Merit Edgar Wells' for floriculture, the highest distinction awarded by Asocolflores, Solano announced that he will step down from the presidency of the Colombian Association of Flower Exporters, Asocolflores.
In this way, he closes a chapter that goes beyond the floriculture guild and becomes part of the history of Colombian exports and the country’s international reputation. He will remain at the head of the Association until early April, marking the end of the most influential and decisive period in the history of Colombian floriculture.
Leadership Tested by Crisis and Defined by Vision
Twenty-five years of dedication leave a lasting mark. Augusto Solano has helped shape the floral industry with vision, integrity, and a deep sense of responsibility. That deserves genuine respect.
As president of Asocolflores, he led the sector through some of its most complex moments: the prolonged years of currency appreciation in the early 2000s, the crisis derived from the pandemic, and, more recently, the diplomatic crisis with the United States. He also consolidated a strategic vision that allowed Colombian floriculture to be projected as a global benchmark, with presence in more than 100 countries.
Long before sustainability became a strategic axis for companies and the global agenda, Augusto had already incorporated it as a guiding principle of Colombian floriculture, reflected in the Florverde Sustainable Flowers certification, today widely recognized internationally. From Asocolflores, he was one of the pioneers in Colombia of a comprehensive vision that understands social respect, community well-being, and ecosystem protection as indispensable conditions for competitiveness and permanence in international markets.
Under this approach, his leadership promoted the early adoption of world-class environmental and labor standards, strengthened formal rural employment, and encouraged responsible practices now recognized in major export destinations.
Complementarily, Solano decisively promoted scientific research and innovation, linking the sector with academia and with national and international technical entities. In this way, he consolidated a modern floriculture industry based on knowledge, science, and sustainability, driven by the creation of Ceniflores, the Colombian Floriculture Innovation Center. Thanks to his management, Colombian floriculture achieved strong consolidation and gained high recognition and influence within the main international floral associations.
Additionally, his work at Asocolflores generated a new generation of leaders who today hold executive positions in other associations. His leadership in floriculture has been so significant that in the last five years, he has received five international awards.
Furthermore, he became the first person from the Americas to chair the Board of Directors of Union Fleurs, the most important international flower association in Europe, headquartered in Brussels – a milestone reserved for the most influential and respected figures in the industry.
International Distinctions Received
Over the years, his leadership has been recognized with some of the most prestigious awards in the global floriculture and floral industries, including:
-
Extraordinary Order of Merit Edgar Wells for Floriculture – Asocolflores 2025
-
Floriculture Hall of Fame – Society of American Florists (SAF) 2025
-
Ambassador Award – American Floral Endowment (AFE) 2024
-
Recognition from the Minister of Foreign Affairs of Japan, 2023
-
Leland T. Kintzele (LTK) Distinguished Service Award – Wholesale Florist & Florist Supplier Association (WFFSA) 2021
Arnold Wittkamp, CEO of Thursd, comments:
"We at Thursd want to express our gratitude for what Augusto Solano meant to our industry. I sometimes try to picture what it’s like to start in 2000 and still be in the chair today. Same country, same crops, same people, but a completely different world around it. In the early days you could win on execution. Now you need execution plus proof, plus standards, plus diplomacy. Augusto had to manage all of that at once. That is not a role, it’s an era."
Beyond positions and recognitions, Augusto leaves a legacy of vision, rigor, and commitment to rural development, formal employment, and Colombia’s reputation as a country capable of competing, engaging in dialogue, and leading from the agro-export sector.
