This Bloom Show Live broadcast took us inside Deliflor during Chrysanthemum Week 2025 in Colombia, where Correspondent Joe Don Zetzsche joined host Sahid Nahim as co-host. Together, they spoke with Juan David “JD” Lecuona, Commercial Director of Deliflor, and David Marin, General Director of Deliflor, to explore how breeding innovation, company culture, and community spirit come together to shape the future of chrysanthemums. For growers, wholesalers, retailers, and florists, these insights are crucial because what happens in Deliflor’s greenhouses today will shape what customers around the world enjoy tomorrow.
Innovation Rooted In Place
Colombia’s growing environment is central to Deliflor’s success, with perfect conditions year-round that make it the “Garden of Eden” for flowers. This year’s theme, “roots,” captured more than just the plant foundation—it reflected values, vision, and origin. Visitors were impressed by the technical expertise on display and the rapid progress in genetics, sustainability, and vase life. It was a clear reminder that the future of floral lies in the balance of place, science, and purpose.
Santinis As The New Standout Bloom
Santinis emerged as the undeniable star of the show. JD highlighted the sheer range, “we have a probably 60 varieties of Santinis,” showing everything from button forms to chamomile-style fillers in a rainbow of colors. Their resilience, texture, and vibrant presence make them a natural fit across supermarket bouquets, wholesale mixes, and florist designs. As Joe Don put it with enthusiasm, “the coming bloom is the santini… I’m in love with Santinis.” These varieties are not only beautiful but also efficient, offering more stems per square meter and longer vase life for consumers.
A Faster Breeding Pipeline
Deliflor’s commitment to innovation is accelerating at a remarkable speed. JD explained, “Every year we get like 25, 30 new varieties… 10 years ago we only get like five.” Trials now include input from supermarkets, wholesalers, florists, and even consumers, ensuring that the varieties brought to market align with real demand. As one of the world’s leading flower breeders, Deliflor is setting the pace for faster, more market-ready solutions. For the floral supply chain, this means quicker access to fresh genetics and an ever-expanding palette of options to keep customers excited.
Culture At The Heart of Deliflor
Behind the blooms is a people-first philosophy. David emphasized, “It’s the first thing in our strategy… first people… we call it Deliflor DNA.” From a 6:00 a.m. all-company toast to a family party that welcomes hundreds, Deliflor places its employees and community at the center of everything. Visitors felt the enthusiasm and warmth, creating a sense of family that extended beyond the company walls. This culture of care fuels the passion behind every variety and every guest experience.
An Immersive Floral Showcase
The Delishow by Deliflor is more than a trial—it’s an experience often described as “the Colombian Disney.” With “50,000 stems used this year” in floral design and 316 varieties on display, the event immerses visitors in artistry and innovation. From tunnels of flowers to greenhouse celebrations, the show captures imagination while showcasing the future of chrysanthemums. It’s this dedication to storytelling that inspired The Bloom Show team to announce a new documentary project, with co-host Joe Don and Ace Barry providing commentary. The film will capture the voices and vision behind chrysanthemum innovation, continuing the conversation beyond the greenhouse.
Final Thought
Sahid reflected that Deliflor’s show is proof of what happens when roots, culture, and innovation meet. For him, it was a reminder that progress in floriculture isn’t abstract—it’s a stronger stem, a brighter bouquet, and a community that grows together.
Joe Don added that seeing the trials firsthand gave him a new appreciation for the scale and skill behind breeding: “You don’t just see one or two colors—you see almost every color under the sun. And that helps us as retailers tell the story of why these flowers matter to consumers.” His takeaway underscored the importance of connecting breeders’ innovation directly with the market.
David captured the spirit of the event best: “Our job is to connect all the people in the world to Chrysanthemums.” Sahid echoed that sentiment, noting that The Bloom Show carries the same mission—to connect the global floral community through stories, innovation, and shared passion.
Watch the Full Live Show
Want to experience it for yourself? Watch the full Bloom Show Live at Deliflor featuring JD, David, and co-host Joe Don Zetzsche.
Upcoming Shows
Stay connected with us on YouTube and hit the notification bell so you never miss a live broadcast of The Bloom Show. Here’s what’s coming up:
- The Bloom Show Ep. 2: Joe Don Zetzsche on Innovations in Floral Retail, September 12, 2025, at 1 PM EST.
- The Bloom Show Correspondent: Tim Huckabee | Ep 1 – How Great Service Increases Flower Shop Sales, September 19, 2025, at 1 PM EST.
- The Bloom Show: Introducing Correspondent Bill Schaffer, September 23, 2025, at 1 PM EST.
- The Bloom Show Correspondent: Bill Schaffer on His Floral Designer Journey and Vision, September 26, 2025, at 1 PM EST.
Our Message to the Community
At New Bloom Media, we believe that roots, culture, and innovation are the foundation of a thriving floral industry.
This Bloom Show Live at Deliflor wasn’t only about showcasing new chrysanthemums. It was an invitation to see how the values of people-first leadership, sustainable flower breeder practices, and shared community spirit can reshape the future of flowers. From Santinis that deliver more color and longevity, to traditions that celebrate employees and families, the Deliflor story is one of both progress and heart.
Their example reminds us that when the industry comes together—breeders, buyers, retailers, and florists—we don’t just grow flowers, we grow opportunity. Every new variety represents more than genetics; it represents collaboration, imagination, and the commitment to building something better for the next generation.
Let’s keep showing up for each other, supporting innovation, and telling the stories that connect us across borders.
Because just like flowers, our industry blooms best when we grow together. 🌸
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