EQR Equatoroses

What EQR Equatoroses does

EQR Equatoroses is a privately held, family-owned flower producer founded in 1994 and headquartered near Cotopaxi Volcano in Lasso, Ecuador. It operates as the largest family-owned multi-farm rose operation in Ecuador, cultivating roses and complementary flowers across 260 hectares of state-of-the-art greenhouse production at 2,800 meters (9,200 feet) altitude. Its core technology is agricultural and geographic: roses are grown in mineral-rich volcanic soil (potassium, phosphorus, magnesium) under consistent ~12 hours of equatorial sunlight, conditions the company cites as the basis for superior vibrancy, stem strength, bloom size, and a 12–14 day vase life.

The firm's product portfolio spans premium cut roses in 10+ color categories, garden roses, spray roses, sunflowers, alstroemerias, calla lilies, and the higher-margin EQR Collections line of color-enhanced and novelty roses (tinted, airbrushed, glitter, glow-in-the-dark) organized into seasonal collections. Operations are fully vertically integrated from propagation through cold-chain delivery, including a recent shift to sea-container logistics that produced a 27.8% carbon footprint reduction in 2024. Four sustainability and trade certifications (Rainforest Alliance, BASC, FLOR Ecuador, Florverde) are held.

The business model is B2B wholesale: flowers are sold through direct sales teams in Miami (Doral) and Quito to importers, wholesalers, and retailers worldwide, with a European distribution hub in Aalsmeer, Netherlands positioned near the Dutch flower auctions. Pricing is not publicly disclosed; engagement is initiated through a business-type inquiry form. Revenue figures are not published, and the company has no disclosed outside investors or funding rounds, with over 1,500 farming families participating in cultivation as part of the operational model.

Name

EQR Equatoroses

Legal name

EQR Equatoroses

Website

https://equatoroses.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

501–1,000 employees

Short description

EQR Equatoroses is a family-owned Ecuadorian flower producer founded in 1994 that grows and exports premium roses, lilies, alstroemerias, and specialty color-enhanced varieties from 260 hectares of high-altitude greenhouses near Cotopaxi Volcano to wholesale importers, retailers, and event florists worldwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Doral

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Wholesale Rose Sales: B2B sales of premium roses and floral products to importers, wholesalers, and retailers worldwide. Products include premium roses, garden roses, spray roses, calla lilies, alstroemerias, sunflowers, and specialty color-enhanced roses.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

EQR Equatoroses grows and exports premium cut roses and complementary flowers (garden roses, spray roses, calla lilies, alstroemerias, sunflowers) from 260 hectares of high-altitude greenhouses near the Cotopaxi Volcano in Ecuador. The company sells wholesale to importers, retailers, and event florists worldwide via offices in Miami, Quito, and Aalsmeer, with full vertical integration from cultivation to delivery and a specialty line of color-enhanced roses (EQR Collections).

Product overview

EQR Equatoroses is a vertically integrated flower company founded in 1994, operating as the largest family-owned multi-farm operation in Ecuador. The company grows flowers at 9,200 feet altitude near the Cotopaxi Volcano, spanning 260 hectares of greenhouse production. Their portfolio includes Premium Roses (in 10+ color categories with dozens of varieties), Garden Roses, Spray Roses, Sunflowers, Alstroemerias, and Calla Lilies. The EQR Collections line offers specialty color-enhanced roses through techniques including tinting, airbrushing, painting, and glitter application, organized by seasonal occasions. Additional offerings include Speaking Roses and Greens & Foliage. The company operates with full vertical integration from growing to delivery, serving wholesale, importer, and retail customers worldwide from offices in Miami, Quito, and Aalsmeer.

Differentiator

Problem solved

Functional benefit

Brands

• EQR Collections: Specialty roses featuring color-enhanced varieties including tinted, airbrushed, glitter, and painted roses for holidays and special occasions.
• Spray Roses
• Garden Roses
• Sunflowers
• Calla Lilies
• Alstroemerias

Products and services

• Premium Roses Standard cut roses available in multiple color categories — reds, yellows, pinks, whites, creams, peaches, corals, lavenders, greens, oranges, and earth tones — including named varieties such as Freedom, Explorer, Born Free, Cayenne, and Lumia. Sold wholesale to importers, retailers, and event florists globally.
• Garden Roses Lush, layered-petal roses with captivating fragrance and a romantic vintage aesthetic, including varieties such as Country Blues, Free Spirit, Hearts, Kahala, Matcha, Princess Crown, Queen's Crown, Pink Xpression, Moonstone, Sunset Xpression, Wasabi, Wild Esperance, Wild Spirit, Candy Xpression, and Mandarin Xpression. Sold wholesale to premium retail florists and event designers.
• Spray Roses Miniature spray roses with 6–8 buds per stem, available in 22 on-trend varieties, providing volume, texture, and a lush full look for centerpieces, bridal arrangements, and bouquets. Sold wholesale to florists and retailers.
• Sunflowers Unique sunflowers grown in Ecuador under optimal sunshine and altitude conditions, with blooms that face upward. Symbolizing resilience and optimism, sold wholesale to retail and event customers.
• Alstroemerias (Alstros) Alstroemerias in 13 varieties including Amposta, Dubai, Bounty, Jaffa, Cheesecake, Labonita, Cinnamon, Okinawa, Copacabana, Pierrot, Romance, Sweetheart, and Whistler, supplied at 70–80 cm stem length with a 14–18 day vase life. Sold wholesale to florists and retailers.
• Calla Lilies Premium calla lilies in the Open Cut White variety with 70–90 cm stem length and 10–12 day vase life. Sold wholesale to florists, retailers, and event designers.
• EQR Collections (Color-Enhanced Roses) Specialty color-enhanced roses including tinted, airbrushed, painted, glitter-infused, and glow-in-the-dark varieties organized into seasonal collections for Christmas, Easter, Fall, Halloween, Mother's Day, Patriotic, St. Patrick's Day, and Valentine's Day. Sold wholesale to premium retailers and event florists seeking differentiated, occasion-themed SKUs.
• Speaking Roses A specialty rose line designed for expressing messages or sentiments, offered within EQR's broader product portfolio to wholesale and retail buyers.
• Greens and Foliage Greenery and foliage products sold to complement floral arrangements, available to wholesale florists and retailers alongside EQR's flower lines.

Quantifiable outcome

• Vase life of 12-14 days for premium roses
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Esmeralda Farms: Major Latin American cut flower producer with operations in Ecuador and Colombia, supplying similar B2B wholesale and retail customers across the U.S. and Europe. Overlaps with EQR on premium roses, bouquets, and mixed assortments.
• Marginpar: Netherlands-rooted grower of distinctive cut flowers including roses and summer flowers, with production farms across Africa and Europe. Competes with EQR for European florist and event customers through the same Aalsmeer-type trade channels.
• Galleria Farms: Ecuadorian flower grower and exporter with a vertically integrated production and logistics operation. Directly competes with EQR in premium cut roses and mixed floral assortments for North American and European wholesale buyers.
• Royal Flowers Group: One of Ecuador's largest multi-farm rose growers and exporters with a similar vertically integrated model serving wholesale B2B channels worldwide. Directly comparable in product mix (premium cut roses), geography (Ecuadorian Andean highlands), and customer base (importers, wholesalers, retailers).
• Sun Valley Floral Group: U.S.-based grower and distributor of cut flowers serving mass-market and bouquet programs for major retail and online customers. Overlaps with EQR on the B2B floral wholesale and bouquet-supply side, particularly for North American buyers.
• Karen Roses: Large Kenyan rose farm growing premium cut roses at equatorial high altitude and exporting globally to the same wholesale import and retail channels. Functions as a primary global competitor to Ecuadorian growers including EQR.
• Hacienda Rela Roses (Grupo Rela): Established Ecuadorian rose farm operating in the same Cotopaxi/Andean region with comparable high-altitude volcanic-soil cultivation and wholesale export model. Offers an analogous premium cut-rose portfolio to global B2B buyers from neighboring geographic conditions.

Broad incumbents

• Floral Trade Group (Royal FloraHolland ecosystem): Operator of the world's largest cut-flower auction and trading platform in Aalsmeer, through which most of EQR's European-bound product ultimately passes. Functions as critical channel infrastructure for EQR and a structural incumbent in price discovery.
• Dümmen Orange: Global leader in floricultural breeding and propagation with breeding, production, and distribution across roses and potted plants. Not a like-for-like grower of cut roses, but a broad incumbent that captures value upstream (varieties/plant IP) and downstream in the same floral value chain EQR serves.
• Ball Horticultural Company: Global horticultural breeding, production, and distribution company spanning ornamentals, cut flowers, and bedding plants. Adjacent incumbent whose breeding and supply relationships indirectly shape competitive dynamics in the cut-rose category where EQR operates.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCW-jPRKwcw44u91vxApgyqg
• Facebookfacebook.com/equatoroses
• LinkedInlinkedin.com/company/equatoroses
• Instagraminstagram.com/equatoroses

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about EQR Equatoroses