The floral industry is often associated with beauty, celebration, and carefully curated perfection. Behind every bouquet, however, exists a far more complex world shaped by production, logistics, competition, creativity, relationships, and difficult conversations that are not always visible from the outside. The Dark Side of the Bloom was created precisely to explore that side of the industry, the realities, perspectives, and stories that exist beyond the flowers themselves.
Hosted by Pedro Borja and produced in collaboration with The Flower Co. team, the podcast has quickly become a space for open conversations within the floral industry. Through discussions with growers, breeders, wholesalers, entrepreneurs, and industry leaders, the podcast discusses topics that many avoid addressing publicly, bringing honesty, humor, controversy, and reflection to an industry constantly evolving behind the scenes.
Conversations Beyond the Flowers with Pedro Borja on 'The Dark Side of the Bloom'
What began as an informal project between Pedro Borja and Alejandro Henao has evolved into one of the floral industry’s most talked-about podcasts. With a growing audience and increasingly diverse conversations, The Dark Side of the Bloom continues to challenge traditional narratives surrounding the flower business while creating space for transparency, different opinions, and meaningful dialogue. In this interview, Pedro shares how the podcast started, what inspires its name, the importance of storytelling within the industry, and the deeper realities hidden beneath the surface of the bloom. Join this fun interview with Pedro!
At the end of the first season, Alejandro stepped away to pursue new ventures, now jokingly referred to as the 'King of Broccoli', while Rod joined Pedro as co-host for season two, bringing a new dynamic to the conversations. What none of them anticipated was the response. The podcast rapidly gained attention across the floral industry, generating strong reactions, different opinions, and meaningful discussions. In many ways, that was exactly the intention behind it from the very beginning.
The Meaning Behind the Podcast
With the podcast gaining attention across the floral industry, Pedro Borja shares the deeper meaning behind his podcast, the conversations it hopes to generate, and why discussing the realities behind flowers has become more important than ever.
Q: Pedro, when you say 'The Dark Side of the Bloom,' what does that idea personally mean to you?
Pedro:
“To me, The Dark Side of the Bloom represents everything in our industry that exists just beneath the surface. Flowers are symbols of celebration, love, and life, but behind them, there are complex realities: market pressures, ethical gray areas, double standards, commercial struggles, and voices that are often overlooked Personally, it’s about knowing that beauty is a matter of perspective, and if we want to truly move the industry forward, we have to be willing to talk about uncomfortable truths. I believe that by bringing the dark side to light, we can find common ground among industry players.”
Q: What is your podcast about? Please guide us through why you chose that name as well.
Pedro:
“The podcast is not only about the business and the romantic side of flowers, but it’s also about the challenges and decisions that shape what the industry actually looks like today. On the podcast, we bring together growers, breeders, wholesalers, and industry leaders to have honest conversations about topics that are often overlooked. We also feature successful entrepreneurs who share their journeys, helping us connect their experiences to our industry through purpose and meaning – things like market access, fairness, innovation, and the future of floral production. The name The Dark Side of the Bloom came from the idea that everyone sees the final product, but very few understand what it takes to get there. We wanted a name that immediately signals that we wouldn’t just be focusing on the conventional topics of the industry.”
Stories Beneath the Bloom and the Purpose Beyond
When you hear the word 'bloom', it suggests something that begins small and gradually grows into something larger and more meaningful. For Pedro Borja, it also represents the hidden layers behind that growth and the stories that are not always told, but are essential to understanding the industry in full.
These are the kinds of narratives the podcast seeks to uncover, including:
- The small grower trying to compete in a global market
- The breeders protecting their work
- The difficult issues others are often reluctant to discuss
- The balance between tradition and innovation
As a host, the goal of the podcast is to create a space where people in the industry can speak openly and honestly. Each episode is designed to challenge assumptions, bring different perspectives together, and encourage conversations that genuinely matter. The intention is for listeners to leave with a clearer understanding of how the floral industry works and where it is heading.
Q: What is your favorite episode until now and why?
Pedro:
"My favorite one is S2. E3 Question Time! because we answered random questions that our listeners had sent us. But I don’t think it’s fair to tell you only mine, so: Alejo’s favorite: S1. E13 Di Almost Made Pete Cry! Rod’s favorite: S1. E6 Doing The Dishes With Sebas."
Why Podcasting Matters in the Floral Industry
Pedro reflects on why storytelling through podcasting has become such an important tool for the floral industry and what he hopes listeners take away from it.
Q: What is the importance of having a podcast to tell stories about the floral industry?
Pedro:
“There are stories that need to be told, and a podcast creates accessibility because it isn’t censored. It gives us a place to share our experiences with a wider audience, to bring in guests, and to allow those perspectives to be shared openly, whether they agree or not with our points of view. We have many years of experience in the floral industry, and we can bring that to anyone willing to listen to it. The podcast doesn’t owe anything to anyone, and that gives us the freedom to tell it as it is.”
Q: If someone only listens to one episode of The Dark Side of the Bloom, what truth or feeling do you hope stays with them?
Pedro:
“I hope they feel a sense of curiosity to question how things work, and maybe a little bit of the essence of our industry.”
If you're curious to listen to his episodes, make sure to add The Dark Side of the Bloom Podcast to your playlist.
