Every few years, the heart of the floral industry beats right here in Bogotá, Colombia — and for one incredible week, the world truly blooms together at Proflora.
For me, Proflora 2025 wasn’t just another show. It was a reminder of why we do what we do, who we do it with, and how much heart and hard work go into every single flower that ends up in someone’s hands.
Arriving in Bogotá
I arrived on Monday afternoon, and the city was already buzzing with excitement. Within minutes of checking in, I ran into friends, colleagues, and familiar faces from all corners of the floral world.
That’s what I love about this industry — it’s not just about flowers. It’s about the people, the passion, and the purpose.
That night, I kept it simple: just a quick drink downstairs, some laughs, and an early night. The Media Farm Tour was coming the next morning, and I couldn’t wait to see what was ahead.
The Media Tour: Seeing Flowers Where They Begin
Early the next morning, buses lined up outside the hotel, and I hopped on with some of my favorite industry friends — Amanda Jedlinsky from SAF, Arnold Wittkamp from Thursd, and Chris Drummond from That Flower Feeling.
It’s always great to spend time with peers — to talk business, share ideas, and feel that same excitement for what we all love. These are the kinds of conversations that make every trip worth it.
Plazoleta Farms: Perfection in Every Petal
Our first stop was Plazoleta Farms, home of the world-famous Perfection Series. Before visiting, I thought Perfection was just a specific variety of alstroemeria. But I learned it’s actually a patented process developed by Plazoleta — one that improves quality, durability, and post-harvest performance across several flower types, including alstroemeria, statice, limonium, and more.
Founded in 1985, Plazoleta now spans 40 hectares with 700 employees, 80% of whom are women. The farm is impressive — organized, clean, efficient, and deeply human-centered.
Some highlights that stood out to me:
- 80% of their water comes from rainwater collection.
- Their Dry-C vacuum-cooling technology drops flower temperature from 15°C to 2°C, removing moisture and cutting post-harvest claims from 2% to under 0.1%.
- They hold Florverde and other distinguished certifications, allowing them to work with major retailers like H-E-B and Walmart.
- They offer medical care, two restaurants, and even a kindergarten that serves both employees and the local community.
- They’re using AI to predict production and sales and experimenting with sweet peas for Ikebana arrangements.
With 40 varieties of alstroemeria, 2,800 beds per hectare, and plans to expand another 20 hectares, Plazoleta is a beautiful example of innovation meeting purpose.
Walking those rows, I could see pride in every person and perfection in every detail. It’s clear that Perfection isn’t just a name — it’s a mindset.
Geoflora: Tradition Meets Artistry
Next was Geoflora, part of SB Talee de Colombia, a company with deep Italian roots that came to Colombia more than 40 years ago. If Plazoleta showed precision, Geoflora showed artistry.
Breeders are artists. They spend years refining and selecting varieties to bring beauty to life. At Geoflora, you can feel that creative spirit in every greenhouse.
A few things that really impressed me:
- 1,100 employees across four farms producing carnations, spray carnations, ranunculus, and alstroemeria.
- 500,000 stems of carnations are processed daily, with expansion plans from 50 to 100 hectares.
- A parental collection that ensures genetic diversity and gives life to new varieties, each taking about five years to reach the market.
- A “Kitchen” lab where vase life, color, and scent are tested and perfected.
- They now balance 50% shipping by sea and 50% by air to reduce their carbon footprint.
Their goal is simple but meaningful: to put flowers in every corner of the world. Geoflora is proof that floral innovation is both science and art — patience and passion.
Why These Farm Visits Matter
Farm tours are so important, not just for growers or breeders, but for florists, wholesalers, and everyone who touches a flower.
When you stand in a greenhouse and watch the process, from breeding and planting to harvesting, you see just how much goes into every single bloom. You see the people, the time, the testing, and the care. You begin to understand why flowers cost what they do and why they can’t just be “on demand.”
Because at the end of the day, this is still nature’s business — guided by Mother Earth, not machines. And that’s what makes it so beautiful.
Walking the Convention Floor
After the farm tours, walking into the Proflora 2025 convention feels like stepping into the heartbeat of the global flower industry. Everywhere you turn, there’s color, creativity, and connection.
Rows of roses in every imaginable hue, stunning alstroemerias, chrysanthemums, tropicals, and breeder innovations that redefine what’s possible. You see technology, packaging, logistics, and marketing solutions — all designed to move our industry forward.
But what really makes Proflora special isn’t just the flowers — it’s the people.
You meet growers who’ve spent decades perfecting their craft, distributors moving millions of stems a week, and buyers discovering new products for their customers.
If you’re a wholesaler, it’s where you see what’s next.
If you’re a florist, it’s pure inspiration.
And if you’re in tech, logistics, or services, it’s where you find new opportunities to connect and collaborate.
You might meet a breeder with your next best-selling variety, a shipping partner who makes your supply chain smoother, or a recruiting agency that helps you find your next great hire — all in one day.
That’s Proflora. It’s not just an event: it’s a living network that drives innovation, relationships, and growth.
The Big Show
Wednesday morning kicked off with Augusto Solano, President of Asocolflores, delivering an inspiring message about unity, growth, and the importance of campaigns like That Flower Feeling. His words were powerful, a reminder that promoting flowers isn’t just about sales, it’s about spreading happiness.
Then, the sound of drums filled the air as the show opened in full color — flowers everywhere, from roses and hydrangeas to chrysanthemums, alstroemerias, and new breeder introductions from around the world.
I filmed a few new episodes of The Bloom Show, and met with companies like De Ruiters, Tessa Corp, Naranjo, Hypericum Magic, and Alexandra Farms, and caught up with old friends and new faces.
The energy this year was electric. Everyone I talked to said the same thing: Proflora 2025 just feels different and full of optimism and energy.
Nights of Celebration
And of course — the parties.
Wednesday night was the famous Danziger Party, and wow — it did not disappoint. The music, the energy, the people — everyone from across the globe celebrating together. I ended up upstairs for a moment, just watching the dance floor packed with smiles and laughter. It was the perfect picture of what our industry represents: passion, friendships, connections, and joy.
Then Friday night closed out the week with the legendary Andrés Carne de Res Party, hosted by Asocolflores and Proflora. If you know, you know — this one’s always unforgettable. It was the perfect way to wrap up a week of learning, connecting, and celebrating our shared love for flowers.
Why Proflora Matters
Proflora isn’t just another floral show — it’s the heartbeat of our industry.
It’s where you:
- See innovation in action.
- Learn from the people shaping our future.
- Build relationships that turn into partnerships.
- Understand the human and scientific effort behind every flower we touch.
I always say, you are the value of your network. If you stay still, your business and knowledge stay still. Proflora pushes you to grow — personally and professionally.
A Final Reflection
Standing on the farms of Plazoleta and Geoflora, I was reminded that every bloom tells a story — of people, patience, and purpose. From the breeders creating new varieties to the workers carefully harvesting each stem, our industry is built on collaboration, creativity, and care.
That’s what Proflora celebrates. It’s where innovation meets inspiration — and where our community reconnects with its purpose.
One Last Thought
No matter who you are in this industry, breeder, grower, wholesaler, importer, exporter, retailer, florist, or supplier, you need to experience Proflora at least once in your life.
It’s a place of learning and laughter, of collaboration and connection, of ideas and innovation.
It’s where our industry’s heart beats loudest — and where passion truly blooms.
The theme for Proflora 2025 said it best: Explore, Connect & Experience the Magic. And this year, I truly did.
