Interview with María Isabel López - Comercial Manager Josarflor

1. How do you define the role of commercial management at a premium flower farm like Josarflor, and which decisions have the greatest impact on the business?

Commercial management at a premium farm like Josarflor plays a strategic role that goes far beyond sales. Its primary function is to connect the farm's production capabilities with international market opportunities, ensuring profitability, sustainability, and brand positioning. The most impactful decisions typically involve market selection, variety portfolio definition, pricing strategy, long-term commercial relationship management, and anticipating consumer trends. In an industry as dynamic as floriculture, making timely and well-informed decisions can make a significant difference between competitiveness and results.

2. What does it mean to you that Josarflor invests in introducing new varieties? Do you see it as a competitive advantage or as a market necessity?

Introducing new varieties represents both a key competitive advantage and a necessary response to the demands of today's market. International consumers and buyers are constantly seeking innovation in colors, shapes, bloom openings, and vase performance, which makes refreshing the portfolio essential to staying relevant. For Josarflor, incorporating new varieties allows us to offer differentiated proposals to our clients, strengthen our positioning as a premium farm, and generate greater commercial opportunities in markets that are increasingly demanding and competitive.

3. In your experience, how open are international buyers to trying new varieties versus sticking with already established ones?

International buyers show different profiles depending on their segment and target market. Some clients are more conservative and prefer varieties that are already well-positioned and have a proven track record of commercial performance. However, there are also buyers who are very open to trying new varieties when they identify potential for added value, exclusivity, or differentiation from competitors. In general, when a new variety is backed by consistent quality, good post-harvest performance, and a clear commercial strategy, market receptivity tends to be very positive.

4. From your position, how do you balance the demands of the international market with the farm's actual production capabilities?

Balancing international market demands with the farm's real production capabilities requires very close coordination between the commercial, production, and post-harvest teams. From a commercial management standpoint, it is essential to listen to the client, understand their needs and trends, while also working with realistic information about volumes, seasonality, productivity, and the farm's development timelines. The goal is not to overpromise, but to build sustainable relationships based on fulfillment, quality, and transparency. When strong internal coordination exists, it is possible to respond to the market competitively without compromising operations or the farm's premium standards.