Innovation, farm visits, international opportunities, and the people shaping Ecuador’s floral future.
Every time I visit Ecuador, I’m reminded of the important role this country plays in the global floral industry. But beyond its reputation for producing exceptional flowers, what continues to impress me is the knowledge, investment, and people behind its success.
Expo Flor Ecuador 2026, held October 6–8 in Quito, offered another opportunity to experience that firsthand. Organized by Expoflores, the exhibition brought together more than 2,700 visitors from 73 countries and 130 exhibitors.
From the innovations presented on the show floor to conversations with growers, breeders, and industry leaders, as well as visits to companies helping shape the country’s floral future, this trip gave me an opportunity to see Ecuador’s floral industry from several different perspectives.
An Industry With Much to Be Proud Of
I had the opportunity to attend the opening ceremony, where government representatives, international diplomats, and industry leaders gathered to recognize the importance of Ecuador’s floral sector.
Among those participating were Ecuador’s Vice President, María José Pinto, and Alejandro Martínez, Executive President of Expoflores.
The presentations highlighted the industry’s economic contribution, international competitiveness, employment opportunities, and the importance of collaboration between government and the private sector.
According to Expoflores, Ecuador is the world’s third-largest flower exporter, with approximately $1.045 billion in floral exports in 2025. The industry also supports approximately 140,000 direct and indirect jobs.
Those figures reflect the scale of an industry that has become an important part of Ecuador’s economy and a significant contributor to international flower markets.
But behind those numbers are generations of experience, substantial investment, and the people who have helped establish Ecuador’s reputation around the world.
Attending the opening ceremony was a reminder of how much the country has accomplished and the importance of recognizing the businesses and individuals responsible for that progress.
Photo Credit: Some photographs featured here are courtesy of Williee Armellini of Flowers and Cents.
More Than Roses: Innovation Throughout the Exhibition
Walking the show floor, one thing was immediately clear: Ecuador’s floral industry continues to evolve.
Roses remain at the center of the country’s international reputation, and the selection of colors, shapes, and varieties on display was impressive.
But there is much more happening.
From anemones and ranunculus to poppies, summer flowers, foliage, and new introductions from breeders, the diversity of products demonstrated how the industry continues expanding its offerings.
I particularly enjoyed conversations with growers and breeders about new varieties and how their businesses are evolving.
Developing new genetics requires years of research, testing, and investment. Introducing a new variety is only part of the process. Growers, breeders, and commercial buyers also need to understand its characteristics, market potential, and where it fits within the floral supply chain.
What stood out to me was not only the diversity of flowers being introduced, but also the work required to bring those innovations to market.
It’s encouraging to see Ecuadorian businesses continuing to invest in new products and explore opportunities beyond the varieties for which the country is already well known.
Beyond the Convention: Visits to RosaPrima and Dream Farms
One of the benefits of traveling to Ecuador for Expo Flor is the opportunity to visit farms and spend time with the people behind the flowers.
During this trip, I had the opportunity to visit both Rosaprima and Dream Farms.
At Rosaprima, I attended a VIP breakfast and learned more about the company, its operations, and the people behind its internationally recognized roses.
Experiences like these offer a perspective that’s different from what we see at conventions. They provide an opportunity to better appreciate the production knowledge, infrastructure, teamwork, and attention to detail involved in bringing flowers to market.
I also visited Dream Farms, where I had the opportunity to learn more about the company’s growth and its approach to innovation and product development.
What I appreciate about visiting companies like these is seeing how different businesses approach opportunities within the same industry.
Each has its own strengths, customers, and strategies. Spending time with them offers a closer look at the investments, decisions, and work taking place beyond the finished products we see on the show floor.
For me, these visits were an important part of the overall Expo Flor experience and another reminder of the depth of knowledge and expertise within Ecuadorian floriculture.
Growing International Opportunities: North America and Beyond
Another interesting observation during Expo Flor was the diversity of countries represented and the conversations surrounding international markets.
The United States and Europe remain important markets for Ecuador’s floral industry, but discussions also included opportunities in countries such as Brazil, Guatemala, and China. China, in particular, was mentioned as a market worth watching as interest in premium imported flowers and international trade opportunities continues to develop.
What caught my attention most, however, were the conversations surrounding opportunities in North America, particularly the United States.
During the exhibition, I was approached by several growers and floral companies interested in understanding how to better position themselves in the U.S. market, strengthen brand awareness, connect with new buyers, and develop lasting customer relationships.
I also noticed increasing interest in establishing a stronger local presence, including companies exploring the possibility of hiring U.S.-based sales and business development professionals to help them reach customers and support their growth.
These conversations closely reflect the work we do at New Bloom Solutions: connecting floral companies with the U.S. market and helping them develop business relationships across different sectors of the industry.
What I found particularly interesting was that the discussions went beyond simply finding new buyers. Companies were also asking how to differentiate themselves, better understand customer expectations, and establish a more consistent presence in the market.
Every international market has its own opportunities and challenges, but these conversations highlighted the continued interest among Ecuadorian floral companies in strengthening their position in North America while exploring new opportunities around the world.
The People and Relationships Behind the Business
One of my favorite parts of Expo Flor was reconnecting with colleagues and spending time with people throughout the industry.
After more than 20 years in the floral business, relationships continue to be one of the most valuable parts of my work. It’s always rewarding to reconnect with people I’ve known for years while also meeting others who bring new experiences and perspectives.
During this visit, conversations covered everything from new varieties and international markets to production costs, logistics, customer expectations, and future opportunities. Each discussion offered another opportunity to understand what businesses are experiencing and what they’re working toward.
Developing new business will always be important, but maintaining strong relationships requires consistency, communication, and a genuine interest in understanding one another’s challenges. That’s something I continue to value every time I return to Ecuador.
My Takeaway: The Value Goes Beyond the Flowers
After Expo Flor Ecuador 2026, I left with a deeper appreciation for Ecuador’s floral industry and the many ways it continues to develop.
The exhibition highlighted an impressive diversity of products and innovations. The opening ceremony reinforced the industry’s economic importance and international reach. My visits to RosaPrima and Dream Farms provided an opportunity to learn more about the businesses behind the flowers, while conversations throughout the trip offered perspectives on the opportunities and challenges ahead.
What I appreciated most was experiencing these different sides of Ecuadorian floriculture during the same visit.
For me, that’s part of what New Bloom Media is about: creating opportunities for different voices across the floral industry to be heard, sharing information, and helping people better understand the businesses and individuals shaping our industry.
Congratulations to Expoflores and the organizing team on Expo Flor Ecuador 2026, and thank you to RosaPrima, Dream Farms, and everyone who welcomed me and shared their time during my visit.
Ecuador has much to be proud of, and this trip reminded me why the country continues to play such an important role in the global floral industry. I’m looking forward to seeing how its businesses, innovations, and international opportunities continue to evolve.
