The Metropolitan Convention Center of Quito, Ecuador buzzed with great expectations during the opening ceremony of Expo Flor Ecuador 2024. The fair's intentions were very clear; this year was going to be Bigger, Brighter, and Bolder. And it was, it truly was. The halls chattered with business; negotiations, information exchanges, and networking taking place in mainly Spanish and English.
Expo Flor Ecuador 2024: Bigger, Brighter, and Bolder
Ecuador is a proud nation of hard-working people who dare to shine when the spotlight switches on. The flower exhibition showed this pride in its floriculture industry in a colorful display from over 100 farms, many of which additionally organized tours as a bonus to give a behind-the-scenes of how their beautiful flowers are produced.
The theme for this year's edition was Bigger, Brighter, and Bolder. The size of Ecuador's flowers is simply stunning; every floral connoisseur will admit this. The brightness comes naturally for a thriving business that is located so close to the equator. This position is a guarantee for flowers with unimaginable hues that bring a smile to your face. And the sheer size of Ecuadorian floriculture makes this country a bold player in the industry with a more-than-ever eye on sustainability.
The 11,000 square meters of the Metropolitan Convention Center showed the diversity of Ecuadorian produce that is sent all over the world. The far majority of products on display are still roses, naturally. But there are more and more other product groups represented. Ecuador grows a wide assortment to fulfill wholesalers, retailers, and florists worldwide, especially in its main markets United States and Europe.
Big Goals for Ecuador
The industry is focused on expanding its reach into new international markets, ensuring compliance with global standards, and maintaining Ecuador’s reputation for producing high-quality, sustainable flowers.
Expoflores is Ecuador's flower producer and exporters association, and organizers of Expo Flor Ecuador. In his speech during the opening ceremony, Eduardo Letort; President of the Board of Expoflores hailed the resourcefulness and resilience of the Ecuadorian floriculture industry. He recalled the challenges that flower producers and traders faced in recent years—dollarization, financial crisis, COVID-19, and climate change, to name a few. He mentions the profound transformation of certain regions into production zones and the existence of 53,000 direct jobs in the country thanks to flower production. The goal of Ecuador as a floral industry is to double production by 2030, notably by using technology.
Alejandro Martínez is the Executive President of Expoflores. During his speech, Martinez mentioned the problem of intellectual property. Respect for intellectual property is under threat. The sector faces challenges from informality, including unregulated farms and the violation of intellectual property rights. These issues jeopardize market stability, worker safety, and Ecuador’s reputation in international trade. Phytosanitary risks also represent a significant danger to workers and nature. To date, controls are nonexistent in both the formal and informal sectors.
The floral sector in Ecuador is committed to sustainable practices, with goals to reduce environmental impact and promote carbon-neutral operations by 2030. Technology and innovation are viewed as key drivers in achieving these objectives.
Recognition is given to the sector’s vital role in creating employment, particularly for women and indigenous communities, contributing to social and economic development in rural areas.
Next Appointment: 2026
After three days of floral celebrations, it is time for Ecuador to live up to its high expectations and be the bigger, brighter, and bolder industry that produces those magnificent flowers that are so highly appreciated by so many traders, florists, and consumers.
