The floriculture sector in Colombia plays a key role economic, social and environmental terms. It contributes significantly to job creation, especially in rural regions, and contributes to the country’s exports. Flower farming drives economic growth and projects a positive image of the country in international markets, consolidating itself as one of the leading players in the world flower trade.

In 2023, flowers were Colombia’s sixth largest export, making up 4.2% of total exports. The sector saw a 1% increase in export value, reaching $2.08 billion, and a decrease of 3.2% in volume to 310,000 tons compared to 2022. Over the past 32 years, flower exports have generally grown. In 2023, 10,500 hectares were dedicated to flower cultivation, with fresh-cut flowers for bouquets, roses, carnations, and pompons being the most widely grown.[1].

 

Source: MinCIT – DANE – Ceniflores. Own estimates. Research coordination for economic and social studies related to quality infrastructure.

 

The floriculture sector is a vital pillar in employment generation. By 2023, this industry contributed to creating around 200,000 jobs, of which 110,000 were directly employed, while the remaining 90,000 were attributed to indirect jobs. It is remarkable that, of the total staff, a significant 60% were women. This highlights the importance and empowerment of women in the field of floriculture, highlighting their essential contribution to the economic and social development of the sector.

Regarding the analysis of export destinations, in 2023, the United States was the largest buyer of Colombian flowers with 79.5%, as seen in Figure 2, followed by countries such as Canada, the United Kingdom, the Netherlands, Japan, Spain and Poland, with less than 4%. According to Procolombia, it is during the Valentine’s Day and Mother’s Day seasons that flowers in the sector[2] are most in demand. Other important dates are Thanksgiving Day and the Christmas season.

 

Source: DIAN – MinCIT. Own estimates. Research coordination for economic and social studies related to quality infrastructure.

 

In 2023, the total amount requested for appropriations reached 2,291, valued at 799 billion pesos. This marks a notable increase since 2016, reflecting the sector’s growth in exports. The rise in export value appears to encourage florists to seek higher foreign currency earnings, leading to increased investment in infrastructure and productivity-enhancing projects.

The growth of Colombia’s flower sector can also be seen in the increasing hectares dedicated to flower production. By 2023, the area reached approximately 10,000 hectares, despite a notable decrease in 2020 due to the COVID-19 pandemic. This overall upward trend indicates rising demand for floral products and underscores the sector’s resilience and ongoing expansion, even amid challenges.

 

 

Relevance of certification

Florverde Sustainable Flowers is a private organization dedicated to the certification of a social and environmental standard for the flower sector. Founded by Asocolflores in 1996, it began as a social and environmental floriculture program. In 2002 it became a second-party verifier and the following year; it implemented elements of ISO 14000. In 2005 it included elements of a certification and a standard. In 2013 they changed the brand to Florverde Sustainable Flowers and in 2019 they sealed alliances and agreements with different entities for the recognition and improvement of standards.[3].

The main objectives of Florverde Seal are to promote sustainable agricultural practices within the flower industry and encourage sustainable development in the areas where flowers are grown. Some of the specific objectives are:

• Promote environmental conservation: The Florverde seal seeks to reduce the negative impact of flower production on the environment through sustainable agricultural practices that minimize the use of agrochemicals, protect biodiversity and promote the responsible management of natural resources.
• Improve working conditions: Another important objective is to guarantee fair and safe working conditions for workers in the flower industry. This involves respecting labor rights, providing a fair wage, ensuring a safe work environment, and promoting worker well-being and training.
• Contribute to social and economic development: Florverde seeks to be an engine of development in the communities where flowers are grown, through the generation of decent employment, support for education and health initiatives, and the promotion of community participation and local development sustainable.
• Guarantee the quality and safety of products: In addition to environmental and social aspects, the Florverde seal also focuses on the quality and safety of products. This implies compliance with quality standards in the production of flowers and ensuring the safety of the products for final consumers.

The criteria and standards that companies must meet to obtain Florverde certification cover various areas, including environmental, social and product quality aspects. Some of the general criteria that are usually part of this certification are:

• Use of agrochemicals: Companies must implement agricultural practices that minimize the use of pesticides and chemical fertilizers, prioritizing organic and biological methods.
• Water management: Measures must be implemented to conserve and efficiently use water, including efficient irrigation systems and water conservation technologies.
• Conservation of biodiversity: The protection and conservation of natural ecosystems and biodiversity in flower production areas is required.
• Waste management: Companies must implement appropriate systems for the management of agricultural and other waste, minimizing waste generation and promoting recycling and reuse.
• Working conditions: Compliance with international labor standards is required, including respect for human rights, non-discrimination, freedom of association and the payment of fair wages.
• Occupational health and safety: Measures must be implemented to ensure a safe and healthy work environment for employees, including occupational safety training and access to appropriate protective equipment.
• Community development: Companies must contribute to the sustainable development of local communities, supporting education, health, infrastructure and economic development initiatives.
• Product quality: Compliance with quality standards is required for the flowers produced, ensuring that they meet customer requirements and are safe for consumption.

To date, Florverde claims to have certified 4,682 hectares from 119 farms in Colombia and Ecuador for a total of 2.2 billion certified stems from these countries. [4]. They also have approval with the standards of the Rainforest Alliance and Global Social Compliance Programme. [5]. The final market for Florverde-certified flowers is in retailers and large stores in the United States such as Kroger, Wal-Mart and Costco, as well as wholesale sales.

 

Potential accreditation market

Being certified with the Florverde seal signifies a commitment to sustainability and corporate social responsibility for flower industry companies. This certification reflects adherence to sustainable agricultural practices, environmental conservation, and resource management. It also ensures product quality and safety, promotes fair and safe working conditions, and can enhance the company’s reputation and market access among consumers who prioritize sustainability and ethical business practices.

Additionally, ONAC provides accreditation services to support good agricultural practices across crops, animal production, and aquaculture, structured under 16 standards within the CPR framework for agriculture, forestry, and fishing.

For more detailed information, we invite you to visit our webpage and read the full study. Available in both English and Spanish, it offers comprehensive insights into the benefits and impact of the Florverde certification and ONAC’s accreditation services.

Visit our webpage to explore the full study:

 English: https://onac.org.co/en/market-study-of-accreditation-services-in-flor-verde-seal/onacs-blog/

 Spanish: https://onac.org.co/estudio-de-mercado-de-servicios-de-acreditacion-en-sello-florverde/blog-onac/

 

References

• (2024). Balance 2023 del sector floricultor. Available in https://www.agronegocios.co/agricultura/balance-2023-del-sector-floricultor-3777763
• (2023). Florverde Sustainable Flowers y Flor Ecuador Certified: una alianza ganadora que busca fortalecer el sector floricultor latinoamericano. Available in https://asocolflores.org/es/florverde-sustainable-flowers-y-flor-ecuador-certified-una-alianza-ganadora-que-busca-fortalecer-el-sector-floricultor-latinoamericano/
• Banco Mundial. (s.f.). Trade data: Colombia exports of flowers. Available in https://wits.worldbank.org/trade/comtrade/en/country/ALL/year/2021/tradeflow/Exports/partner/WLD/product/060310#
• (s.f.). Sector floricultor. Available in https://ceniflores.org/sector-floricultor/
• (s.f.). About us: Who are we? Available in https://www.florverde.org/en/about-us-who-are-we/#history
• (s.f.). How to get FSF recognition with others. Available in https://www.florverde.org/en/how-to-get-fsf-recognition-with-others/
• Instituto Colombiano Agropecuario (ICA). (2024). ICA: Colombia exporta flores para San Valentín 2024. Available in https://www.ica.gov.co/noticias/ica-colombia-exporta-flores-san-valentin-2024
• Ministerio de Comercio, Industria y Turismo (MinCIT). (2024). Comercio exterior de Colombia. Available in https://www.mincit.gov.co/estudios-economicos/estadisticas-e-informes/comercio-exterior-de-colombia
• (s.f.). Organismos de certificación de producto. Available in https://onac.org.co/servicios/organismos-de-certificacion-de-producto/
• (2025). Gracias al trabajo de ProColombia con empresarios, las flores colombianas son protagonistas del día. Available in https://prensa.procolombia.co/gracias-al-trabajo-de-procolombia-con-empresarios-las-flores-colombianas-son-protagonistas-del-dia

 

___________________________________________________

[1] Informe Asocolflores 2023. Available in: https://drive.google.com/file/d/1RIj7S4yVqhn9Ka92G9HZlcQSU9sdyL1O/view

[2] Procolombia. Available in: https://prensa.procolombia.co/gracias-al-trabajo-de-procolombia-con-empresarios-las-flores-colombianas-son-protagonistas-del-dia

[3] https://www.florverde.org/en/about-us-who-are-we/#history

[4] https://www.florverde.org/wp-content/uploads/2024/02/Brochure-Florverde-2024.pdf

[5] https://www.florverde.org/en/how-to-get-fsf-recognition-with-others/