What Valleflor does

Valleflor (legal name Flores del Valle S.A.) is a privately held Ecuadorian flower producer founded in 1996 by Benito Jaramillo and his father, with each holding 50% ownership. The company operates four farms spanning 40 hectares in the Pifo/Quito highland region and employs more than 350 people, many with tenure exceeding 20 years. It produces and exports summer cut flowers — proprietary Delphinium Elatum Paramo and Bella Andes varieties, Alstroemeria Perfection and Premium, Limonium, Aster Carnival, tissue-cultured Statice, Eryngium Arabian, succulents, and ornamental greens — to international wholesale distributors, professional florists, and garden centers.

The company's underlying technology is biological rather than digital. An in-house breeding and genetics program uses selective breeding across germplasm collection, morphology evaluation, and tissue culture multiplication to create proprietary varieties with traits such as 25% larger Alstroemeria blooms, double-flower Delphiniums, and longer vase life. A certified tissue culture laboratory (approved by Agrocalidad and Ecuador's Ministry of Agriculture) propagates disease-free plants year-round under sterile, climate-controlled conditions. BASC 6.0.1 certification underpins supply chain security.

Valleflor monetizes through a B2B wholesale export model with quote-based pricing on bulk orders, a dedicated six-person sales team plus a commercial manager operating across multiple direct phone and WhatsApp lines, and a wholly-owned U.S. sales subsidiary (Valleflor USA) in Hallandale, FL that serves the North American market. Distribution channels include direct export to international distributors and regional direct sales in North America. The company is owner-managed, has no institutional or venture capital ownership on record, and reports no funding rounds.

Name

Valleflor

Legal name

Flores del Valle S.A.

Website

https://valleflor.com.ec

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

251–500 employees

Short description

Valleflor is an Ecuadorian producer and exporter of proprietary summer cut flowers operating 40 hectares across four farms, serving international wholesale distributors, professional florists, and garden centers with branded Delphinium, Alstroemeria, Limonium, and other varieties.

Ownership category

akta.pro rank

Product category

Cut Flower Production and Export

NAICS

Floriculture Production (111422), Greenhouse, Nursery, and Floriculture Production (1114)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

Keywords

• Summer flower production
• Cut flower export
• Flower breeding genetics
• Tissue culture propagation
• Wholesale flower supply

Headquarters

HQ city

Quito

HQ country

Ecuador

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Flower Production and Export: Production and export of summer flowers including Delphinium, Aster, Alstroemeria, Limonium, Eryngium, Statice, Succulents, and foliage products. B2B wholesale model selling to distributors, wholesalers, and florists.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Valleflor (Flores del Valle S.A.) grows, breeds, and exports proprietary varieties of summer cut flowers from Ecuador to international wholesale buyers. Core offerings include Delphinium, Alstroemeria, Aster, Limonium, Statice, Eryngium, Solidago, Succulents, and ornamental foliage, supported by an in-house breeding program and tissue culture laboratory. The company sells directly in bulk to flower distributors, wholesalers, professional florists, and garden centers through a sales-led B2B model.

Product overview

Valleflor is an Ecuadorian flower farm producing summer flowers across four farms spanning 40 hectares with 350+ employees. The company operates a single unified product portfolio centered on cut flower production and export. Core offerings include Delphinium varieties (Elatum Paramo and Bella Andes), Alstroemeria (Perfection and Premium grades), Limonium, Aster Carnival varieties (Classic, Duplo, Piccolino, Petite), TC Statice, Eryngium, Carnival Gold, and ornamental greens. Supporting operations include a breeding and genetics program for developing new flower varieties and a tissue culture laboratory for plant propagation. The company is BASC certified for supply chain security and serves wholesale flower markets internationally.

Differentiator

Problem solved

Functional benefit

Products and services

• Delphinium Elatum Paramo Proprietary double-flower Delphinium Elatum Paramo available in Blanco, Celeste, Azul, Black Velvet, Manuela, Rosa, and Full Moon colors with 5 stems per bunch, lengths from 70cm to 130cm, longer shelf life, and more blooms per stem. Targeted at wholesale distributors, professional florists, and event designers needing distinctive premium delphinium.
• Delphinium Bella Andes Delphinium Bella Andes Royal variety line in Light Blue, Dark Blue, and White colors with 10 stems per bunch and lengths from 60cm to 100cm. Single flowers with long-lasting vase life for wholesale flower distributors and florists.
• Alstroemeria Perfection Premium alstroemeria with 25% larger bloom than standard varieties, 10 stems per bunch at 85cm length, and 5-7 flowers per stem with 7mm stem thickness. Available in White, Yellow, Orange, Red, Purple, Lavender, Hot Pink, Pink, and Green for wholesale distributors and professional florists.
• Alstroemeria Premium Premium grade alstroemeria with big bloom size, 10 stems per bunch at 60cm to 80cm lengths, available in Orange, Green, Red, Bicolor, and Purple. Targeted at wholesale distributors and professional florists.
• Limonium Limonium variety collection including Arizona, Kansas, and California variants. California variety features 10 stems per bunch, voluminous branches, neutral fragrance, and 60cm to 70cm lengths. Targeted at wholesale distributors, professional florists, and bouquet makers.
• Carnival Aster Carnival Aster collection including Classic, Duplo, Piccolino, and Petite sub-varieties with multiple colors and petal configurations. 20 laterals per bunch. For wholesale distributors and professional florists making bouquet and arrangement work.
• TC Statice Tissue-cultured statice available in White, Yellow, Pink, Purple, Lavender, and Hot Pink, with more flowers per stem, airy flowers, and large and full bright-colored blooms. Targeted at wholesale distributors and florists.
• Eryngium Arabian Eryngium Arabian variety with intense colors that do not fade after days in vase, 10 stems per bunch at 55cm to 70cm lengths, sturdy stems, and excellent travel quality. For wholesale distributors and professional florists.
• Greens Foliage product line including Eucalyptus Baby Blue (5 stems per bunch at 50-60cm), Silver Dollar eucalyptus, Ligustrum, Hebes, and Cypress. For wholesale distributors, bouquet makers, and event florists.
• Succulents Long-lasting succulent varieties suited for distinctive bouquets and arrangements, adding color and texture with a chic, sophisticated touch. Targeted at wholesale distributors, retail garden centers, and bouquet designers.
• Carnival Gold Premium flower with 20 laterals per bunch at 80cm length, featuring five times more flowers per stem, 40-50cm thick laterals, no shedding, and excellent traveler quality. Targeted at wholesale distributors and professional florists.

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

Partnerships

One partnership is on record.

• TerrazulminorOthersValleflor is part of the Terrazul group of companies. Limited details available about the nature of this affiliation.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Selecta One: Selecta One is a German-based ornamental plant breeder and propagator producing cut flowers, potted plants, and bedding plants. Comparable as a flower breeder with proprietary varieties distributed through international wholesale channels.
• Sunshine Bouquet Company: Sunshine Bouquet Company is one of the largest importers and bouquet manufacturers of cut flowers in the United States, sourcing globally including from Ecuador. Comparable to Valleflor as a B2B supplier in the cut flower wholesale supply chain serving US retailers and florists.
• Florensis: Florensis is a Netherlands-based breeder and propagator of annuals, perennials, and potted plants serving professional growers globally. Comparable to Valleflor in breeding-led variety development and B2B supply of ornamental plant material.
• Sakata Ornamentals: Sakata Ornamentals is the ornamentals division of Sakata Seed Corporation, breeding cut flowers and bedding plants distributed internationally. Comparable to Valleflor in proprietary variety development and global wholesale distribution of ornamental flowers.
• HilverdaFlorist: HilverdaFlorist is a Dutch-based flower breeding and propagation company that supplies varieties (e.g., Limonium) featured in Valleflor's product line. Directly comparable as a flower breeder and young-plant supplier serving global cut flower growers.
• Esmeralda Farms: Esmeralda Farms is a major Ecuadorian cut flower grower and exporter producing roses and summer flowers for international wholesale markets. Directly comparable to Valleflor in geography, customer base (US wholesalers and florists), and B2B export model.
• Dümmen Orange: Dümmen Orange is a global flower breeder and propagator with a broad portfolio across cut flowers, potted plants, and bedding plants. Comparable to Valleflor in breeding-driven variety development and international wholesale distribution to growers and retailers.
• Ball Horticultural Company: Ball Horticultural Company is a US-based horticulture firm breeding, producing, and distributing ornamental plant varieties worldwide. Comparable to Valleflor as a breeder-distributor of proprietary ornamental varieties serving professional growers and wholesalers.

Broad incumbents

• Royal FloraHolland: Royal FloraHolland is the world's largest flower auction and marketplace connecting global growers with buyers. Comparable as a critical distribution channel for cut flowers that competes with Valleflor's direct-export model by aggregating supply from thousands of producers.

Regional players

• Mayesh Wholesale Florist: Mayesh Wholesale Florist is a US-based wholesale flower distributor sourcing premium cut flowers from global growers for event florists and designers. Comparable as a downstream B2B buyer of summer flowers similar to those Valleflor produces, though based in the United States rather than producing in Latin America.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/valleflorec

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

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 Valleflor