The Season When Everything Comes to Life

There is a special time of year in the flower industry when everything seems to move a little faster. The calendar fills with events, meetings, new varieties, business opportunities, and, most importantly, the chance to reconnect with the people who make this industry so extraordinary.

We are entering that season once again, beginning with the FlowersExpo in Russia, followed by the spectacular Expoflor Ecuador and, shortly after, the international gathering in Holland in the IFTF and FloraHolland.

The Expoflor Ecuador is undoubtedly one of the most important—and beautiful—flower events in the world. Walking through the exhibition halls and visiting the stands of Ecuadorian farms and breeders is an experience in itself. The quality, variety, colors, and presentation of the roses create a spectacular showcase of what Ecuadorian floriculture has achieved.

But there is another side of the story that we believe deserves to be seen.

Behind every beautiful rose displayed at a trade show, there is an extraordinary amount of work, knowledge, technology, and dedication. That is why, during this season, we strongly encourage buyers and flower professionals visiting Ecuador to go beyond the exhibition halls and visit the farms.

Seeing a rose in a beautiful display is one thing. Seeing where it comes from is something completely different.

Walking through the greenhouses, seeing how each variety is cultivated, understanding the attention given to harvesting, post-harvest processes, grading, hydration, cooling, and packaging allows us to truly appreciate what it takes to deliver a perfect stem.

Every step matters.

From the moment a plant is carefully cultivated to the moment a box leaves the farm, countless decisions and processes determine the final quality of the flower. And that journey does not end at the farm. It continues through transportation and distribution until that rose finally reaches a flower shop, a florist, or an event planner somewhere in the world.

This is the story behind the flower.

And perhaps one of the most valuable things about this upcoming season is having the opportunity to see that story firsthand.

I want to visit the farms

So, as the trade show season begins, we invite you not only to discover new varieties and meet new suppliers, but also to step inside the farms, ask questions, walk through the greenhouses, and experience the passion behind Ecuadorian roses.

Because every perfect rose has a story—and the best way to understand it is to see where it begins.