Former Vice Minister of Foreign Trade and expert in trade diplomacy takes the helm to strengthen the competitiveness, logistics, and global market expansion of Flowers of Colombia. With over 20 years of experience in public, private, and industry leadership roles, Valdivieso brings a strong track record in export promotion, market access, and economic development. As Vice Minister of Foreign Trade, she led key measures to keep the export industry operational during the pandemic and drove Colombia’s export promotion policy as a pillar for economic growth. Her appointment became effective on April 13, 2026.
Laura Valdivieso – Asocolflores' New President
Following a unanimous recommendation by its Board of Directors, Asocolflores has appointed Laura Valdivieso as its new President after a rigorous selection process led by a dedicated Board committee and supported by a specialized executive search firm. For the first time in more than 30 years, a woman will lead the association representing Colombia’s flower industry, an economic sector that generates over 240,000 formal jobs.
Approximately 60% of these jobs are held by women, and 55% by female heads of household, accounting for nearly 70% of formal female employment within the country’s agricultural industry. This positions floriculture as a key driver of inclusive growth and rural development.
Valdivieso’s appointment comes at a critical time as Colombia’s flower sector navigates increasing global demands in logistics efficiency, sustainability compliance, and market diversification. The country is the world’s second-largest flower exporter, with exports reaching nearly USD 2.4 billion annually across more than 100 international markets.
With over 20 years of experience across the public, private, and trade sectors, Valdivieso brings a strong background in international trade, economic development, and global market access. She previously served as Colombia’s Vice Minister of Foreign Trade, where she led policies to expand exports, attract foreign investment, and facilitate international trade.
More About her Experience in the Sector
Her experience also includes leading Colombia’s commercial office in Washington, D.C., where she managed bilateral trade relations with the United States, Colombia’s main export destination, accounting for approximately 80% of flower exports.
She shares:
“It is an honor to lead Asocolflores at a time when Colombia’s floriculture sector represents both economic strength and social impact. Expanding international market access while strengthening sustainability will be key to ensuring long-term growth and opportunities."
The floriculture industry accounts for 28% of formal agricultural employment in Colombia and exports close to US$2.4 billion to more than 100 international markets. In this context, Laura is seen as a key strategist to further enhance the sector’s competitiveness. Under Valdivieso’s leadership, Asocolflores is expected to focus on strengthening logistics capabilities, expanding into new international markets, and responding to increasingly stringent global sustainability regulations, particularly in regions such as the European Union.
Sustainability Will Remain a Core Value Under Valdivieso's Leadership
Sustainability, one of the core pillars of the international reputation of Flowers of Colombia, will remain a strategic priority under Valdivieso’s leadership. Her experience leading economic and social development agendas reinforces the industry’s commitment across environmental, social, and economic dimensions. Under her leadership, the association will continue to strengthen its role as a driver of well-being in rural communities by promoting responsible production models and advancing equity.
On this matter, Laura emphasized the importance of anticipating global regulatory demands by saying:
“Sustainability lies at the heart of the international reputation of Flowers of Colombia. One of our major challenges will be responding to increasingly stringent international regulations, such as those from the European Union. My agenda at Asocolflores will prioritize not only compliance with these standards but also ensuring that the industry continues to consolidate its position as a global benchmark for responsible, equitable, and environmentally sustainable floriculture.”
Her appointment represents not only continuity in a strong industry agenda but also an opportunity to project the industry with a renewed vision focused on strengthening competitiveness, expanding global presence, and reinforcing its contribution to Colombia’s economic and social development. Under Laura's leadership, Asocolflores will continue to represent and defend the interests of the industry, promote sustainability, drive innovation, and position Flowers of Colombia as a global symbol of quality, diversity, and value.
Photos courtesy of Asocolflores.
